{"id":1666,"date":"2024-02-06T18:09:41","date_gmt":"2024-02-06T17:09:41","guid":{"rendered":"https:\/\/sanopack.com\/2024\/02\/06\/skinny-packaging-cuando-los-consumidores-prefieren-disenos-simples-y-cuando-no\/"},"modified":"2025-07-27T10:57:15","modified_gmt":"2025-07-27T08:57:15","slug":"quan-els-consumidors-prefereixen-dissenys-de-packaging-simples-i-quan-no","status":"publish","type":"post","link":"https:\/\/sanopack.com\/ca\/2024\/02\/06\/quan-els-consumidors-prefereixen-dissenys-de-packaging-simples-i-quan-no\/","title":{"rendered":"Quan els consumidors prefereixen dissenys de packaging simples (i quan no)"},"content":{"rendered":"\n

Un estudi recent indica que la simplicitat en el disseny suggereix puresa i pot portar el consumidor a valorar i pagar m\u00e9s pel producte.<\/strong><\/p>\n\n\n\n

Tot i que els consumidors sovint valoren l’est\u00e8tica minimalista vinculada al concepte que nosaltres anomenem Skinny Packaging, poca feina s’ha dedicat a examinar per qu\u00e8 i quan els dissenys simples en el packaging de productes de consum milloren els resultats per als consumidors.<\/p>\n\n\n\n

Ara, amb un estudi* recent podem afirmar que la simplicitat evoca una associaci\u00f3 simb\u00f2lica, en qu\u00e8 minimitzar la complexitat del disseny assenyala que el producte cont\u00e9 pocs ingredients, cosa que augmenta la percepci\u00f3 de puresa del producte i la predisposici\u00f3 a pagar m\u00e9s.<\/p>\n\n\n\n

A nivell moral, la puresa est\u00e0 vinculada a la neteja corporal i l’abs\u00e8ncia d’immoralitat. I de la mateixa manera, en el context alimentari, la puresa es pot referir a productes que provenen de fonts naturals, que estan lliures de contaminaci\u00f3 i\/o intervenci\u00f3 humana, o estan fets d’un sol ingredient. Ens basem en aquestes darreres connotacions en centrar-nos en productes consumibles.<\/p>\n\n\n\n

Aix\u00ed ho afirma el nou estudi* realitzat per Lan Anh N. Ton, professora de m\u00e0rqueting de la Neeley School of Business a la Texas Christian University, juntament amb els seus dos coautors. Els investigadors van examinar aquesta tend\u00e8ncia recent cap al disseny de packaging minimalista, incloent-hi quan i com el disseny de l’env\u00e0s pot influir en les percepcions dels consumidors sobre els productes en els lineals de les grans superf\u00edcies.<\/p>\n\n\n\n

Els investigadors van trobar que quan els consumidors veuen envasos d’aliments amb text m\u00ednim, menys colors i caixes amb colors neutrals i simples, infereixen que el producte cont\u00e9 pocs ingredients. Aix\u00f2, al seu torn, els porta a suposar que el producte \u00e9s m\u00e9s pur, m\u00e9s premium, que productes similars amb envasos m\u00e9s atape\u00efts de colors, textures, imatges i textos, la qual cosa permet acomodar un marge i un preu m\u00e9s gran al producte.<\/p>\n\n\n\n

Quan Menys \u00e9s M\u00e9s<\/strong><\/p>\n\n\n\n

Els investigadors van comen\u00e7ar fent el seguiment de 1.353 productes de la cadena de supermercats Kroger per a quatre tipus de categories; incloent shampoos, desodorants, galetes i cereals. Tot seguit, tots aquests productes es van classificar de m\u00e9s simple a m\u00e9s complex a nivell d’imatge i disseny. I amb aix\u00f2, van descobrir que els envasos amb un disseny m\u00e9s simple es venien a un preu m\u00e9s alt que aquells amb dissenys m\u00e9s complexos.<\/p>\n\n\n\n

En un altre dels experiments, Ton i el seu equip van dissenyar un env\u00e0s m\u00e9s aviat simple i un altre m\u00e9s complex sota una marca fict\u00edcia que van anomenar Nuova, i que contenia un mix de fruits secs. Despr\u00e9s van reunir 362 estudiants d’una universitat i els van preguntar quant estarien disposats a gastar. De mitjana, els participants estaven disposats a pagar $6.39 per la borsa m\u00e9s simple, mentre que nom\u00e9s pagarien $5.56 per l’env\u00e0s m\u00e9s complex. Aquest mateix experiment es va repetir m\u00e9s vegades amb resultats similars.<\/p>\n\n\n\n

Quan Menys \u00e9s Menys<\/strong><\/p>\n\n\n\n

Encara que la simplicitat pot millorar les infer\u00e8ncies positives sobre el producte en comparaci\u00f3 de la complexitat, de vegades menys \u00e9s simplement menys.<\/p>\n\n\n\n

Quan els consumidors estan buscant marques blanques, o busquen menjar proper al fast food i als snacks dol\u00e7os o salats, la simplicitat en exc\u00e9s no ven. En aquests casos, l’estudi va concloure que els envasos amb colors brillants, fonts vistoses i formes atrevides generalment tenen m\u00e9s impacte sobre els consumidors.<\/p>\n\n\n\n

En un altre experiment, Ton i el seu equip van provar si aquesta norma de “menys \u00e9s m\u00e9s” tamb\u00e9 es podia aplicar a marques blanques.<\/p>\n\n\n\n

Ton va modificar els dissenys d’envasos reals de xocolates de la botiga Kroger per crear una caixa simple i una altra de m\u00e9s complexa. D’una banda, van etiquetar les xocolates amb el logotip de Kroger, i de l’altra, les van etiquetar amb la seva marca fict\u00edcia Nuova. Despr\u00e9s van seleccionar 795 estudiants universitaris i els van assignar a l’atzar una d’aquestes quatre possibilitats: preu de la marca Nuova en una caixa amb disseny simple, preu de la marca Nuova en una caixa amb disseny complex, la marca Kroger en una caixa simple o la marca Kroger en una caixa complexa.<\/p>\n\n\n\n

Els investigadors van trobar que els participants estaven disposats a pagar m\u00e9s per la xocolata de la marca Nuova en un env\u00e0s simple que per la mateixa xocolata en un env\u00e0s m\u00e9s complex. Per\u00f2 per a la marca blanca (MDD) va passar tot el contrari.<\/p>\n\n\n\n

Els consumidors volen pagar menys per productes de marca blanca dissenyats de manera simple, cosa que coincideix amb el que pensen sobre els productes gen\u00e8rics: que s\u00f3n de baixa qualitat i que l’empresa no inverteix en ingredients purs. Per contra, estan disposats a gastar m\u00e9s en productes de marca blanca presentats en un env\u00e0s m\u00e9s complex perqu\u00e8 aix\u00f2 indueix el consumidor a pensar que la botiga ha invertit m\u00e9s en el desenvolupament del producte.<\/p>\n\n\n\n

Per\u00f2 l’estudi afegeix una precauci\u00f3: Si els consumidors perceben un producte i packaging com a minimalista i despr\u00e9s veuen a la part posterior una llarga llista d’ingredients i de conservants, o l’\u00fas de materials dif\u00edcils de reciclar, aix\u00f2 els pot convertir en menys fiables amb la marca avui i en un futur.<\/p>\n\n\n\n

Les marques necessiten alinear el disseny visual amb la proposta de valor real del producte tant pel que fa a ingredients, nutrici\u00f3 i sostenibilitat.<\/p>\n\n\n\n

La Prova de les Galetes<\/strong><\/p>\n\n\n\n

En un altre experiment, es va demanar a 742 participants que anessin a comprar galetes de forma fict\u00edcia, d’una marca inventada per eliminar el biaix de la marca i de la marca blanca.<\/p>\n\n\n\n

Es van dividir aleat\u00f2riament en dos grups: un havia de comprar galetes \u201csaludables\u201d i l’altre grup havia de comprar les m\u00e9s indulgents. Despr\u00e9s se’ls van mostrar les caixes de galetes simples i les caixes m\u00e9s complexes. Els que buscaven opcions saludables estaven disposats a pagar $7.30 per la caixa simple, mentre que els que buscaven la indulg\u00e8ncia pagaven $6.09 per la versi\u00f3 simple i $7.15 per la m\u00e9s adornada.<\/p>\n\n\n\n

Conclusi\u00f3<\/strong><\/p>\n\n\n\n

L\u00b4aprenentatge per als responsables d\u00b4innovaci\u00f3, sostenibilitat i m\u00e0rqueting \u00e9s que els dissenys de packaging m\u00e9s simples i minimalistes s\u00f3n els que aporten m\u00e9s valor a productes de marca, saludables i sostenibles per la puresa que transmeten. Tot i aix\u00f2, els dissenys de packaging m\u00e9s densos, abarrotats i cridaners s\u00f3n els m\u00e9s indicats per als productes indulgents.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Autor: Roger Cusa \u2013 director, Sanopack Innovation<\/p>\n\n\n\n

\n\n\n\n

*Ton, Lan Anh N., Rosanna K. Smith, y Julio Sevilla, \u201cSymbolically Simple: How Simple Packaging Design Influences Willingness to Pay for Consumable Products,\u201d Journal of Marketing \u2013 Publicado: 22 de Julio de 2023.<\/a><\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Un estudio reciente indica que la simplicidad en el dise\u00f1o sugiere pureza y puede llevar al consumidor a valorar y pagar m\u00e1s por el producto.<\/p>\n","protected":false},"author":3,"featured_media":1643,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27],"tags":[34,40,32],"class_list":["post-1666","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticies","tag-diseno-de-producto-ca","tag-packaging-ca","tag-sostenibilidad-ca"],"yoast_head":"\nSkinny packaging: Cuando crear dise\u00f1os simples (y cuando no)<\/title>\n<meta name=\"description\" content=\"Un estudio reciente indica que la simplicidad en el dise\u00f1o sugiere pureza y puede llevar a pagar m\u00e1s por el producto.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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