With new technology comes new ways for consumers to shop and discover brands. We’ve seen it throughout history – from the introduction of showrooms and catalogues to self-service shopping and the rise of e-commerce and online retail. While the mediums in which consumers have been able to make a purchase have evolved, there remain some commonalities in the ways that they come to a purchase decision.
At Invok, we call these the 4 Consumer Search Patterns, and they help us understand how packaging design and branding can be optimized for today’s modern shopper.
1. Familiar Search
This first search pattern is predictable, safe and comfortable. With familiar search, there is a high level of loyalty as consumers shop for products and brands that they have previously engaged with – they are looking for something they know they like and can trust.
When we worked with Jack Link’s on updating the packaging for their core line, we understood that they were already the leader in meat snacks and that they benefited from a high level of brand awareness. To ensure the updated packaging still resonated for Familiar Search, it was important for our team to embrace existing visual elements, such as color and the iconic Jack Link’s wordmark and steer, while modernizing the overall packaging architecture and communication hierarchy.
2. Associated Search
With Associated Search, a consumer might reach for your product because of positive associations with your brand; in other words, brand equity. They may have tried another product of yours or recognize key elements of your packaging that entices them to try something new or different from your brand.
Our client, TheraBreath, is a brand that has established a strong reputation in the oral rinse category. Their packaging is recognizable, and the quality of their product has established a loyal following of supporters. When they wanted to expand their offerings to toothpaste, we knew that we had to embrace the key design elements of their oral rinse bottles while designing something that was distinct for the toothpaste category. The orange cap, flavor bands and apothecary-inspired communication all help with Associated Search – encouraging consumers to try something new yet credible.
3. Free Search
With Free Search, the consumer has a “let’s explore” frame of mind. This search is filled with the sense of the unknown, discovery, excitement, and curiosity. The purchase decision in this search pattern comes from the functional and emotional levers of the path to purchase – the packaging speaks to both the heart and mind of the consumer and establishes a personal connection between shopper and brand.
When we worked with Holburne Mushroom Farm to help launch their brand in grocery stores and tap into the Free Search technique, a main focus of the project was to create packaging that would disrupt the category and drive appetite appeal and consumer understanding. Through bright colors and illustrations, foodie-inspired photography, informative icons and links to recipes, we were able to turn an ingredient on a grocery list into the true star of a meal.
4. Influenced Search
The final search pattern is one that is continually evolving with new technology and ways in which consumers learn about brands and products. With Influenced Search, shoppers are seeking and relying on recommendations to inform a purchase decision. This could be a friend’s advice, advertisements, social media and, increasingly, search engines and AI.
As consumers look for healthier snacking alternatives, our client Three Farmers Foods recognized an opportunity within the Influenced Search pattern and the desire for nutritious snacks that are high in protein, fiber and also taste good. Wanting to be a leader of this movement, we knew that their packaging redesign had to be clear in its communication but also visually striking. With key product benefits prominently displayed alongside mouthwatering imagery, the design is appealing on shelf as well as on screen. It engages audiences and encourages conversation around nutrition facts, benefits, and brand story.
Designing for Your Audience
Understanding your brand, product and audience is the first step to knowing which Search Pattern you should be leaning into and how to optimize your packaging accordingly. Though it may seem like a daunting task, the experts at Invok Brands are here to help.
