Think outside the box!
We don't claim to be the world's greatest packaging designers when it comes to feats of 3D engineering – but creating a stylish and clear design that sells and explains the product is right up our street.
Clear messages presented with enough punch to carry products off the shelf can make all the difference with a single product, and helping your customers to choose the best product for them adds power and integrity to any product range.
HOW WE DID IT:
When Yale wanted to present their extensive product range in a variety of outlets from locksmiths to retailer B&Q, we were asked to help communicate the choice of products to the customers.
The challenge was to help customers understand the different products, and to be able to choose between their different features to find a security solution that met their need and matched their budget.
Working closely with the marketing team and the product managers for each product group, we first identified the key products to define a clear range. By fine tuning the product like this, we ensured we had enough products to give a clear choice, but without the confusion of multiple products that met the same brief.
We then created a clear grouping of products by security level and therefore price – splitting them into High Security, General Security and Basic or Handy Security. This meant that at a glance, customers could tell what level of protection the product would give them – helping them to decide how much they wanted to spend. It also encouraged customers who might otherwise have thought the basic security lock they were replacing was 'good enough' to actually move up a grade in security and gain the added peace of mind of a higher security lock.
We then used other mechanisms to help the customer understand what they were buying – such as the corrosion rating on padlocks, along with a more detailed numbering system that scored the locks from 1 for Handy suitcase padlocks through to 10 for massive padlocks suitable for gates and warehouse doors. This helped with a range like padlocks where many more products were available to choose from.
We also created opportunities for cross-selling with clear diagrams showing the other Yale products that should be fitted to front and back doors to achieve the different security levels. This helped sell mortice locks, door-bolts, chains and viewers for Yale, and helped the customers understand exactly how best to increase the security in their home.
Combined with clear fitting instructions and functional cutting guides, the packaging combined the functions of helping to sell the product, helping customers to choose and making sure they were able to get the best from their products. We even then carried the information through to point-of-sale ins-store, and comprehensive technical guides to help staff understand the products and assist customers with their choice.