Studie laat zien hoe copycat verpakkingen shoppers dupeert

New research throws light on how we shop for everyday consumer products and how products packaged to look like familiar brands fool us, prompting mistakes. The study sheds light on how we shop on autopilot, using mental shortcuts (heuristics) to make fast decisions without engaging our full attention. A problem arises when the visual similarity of a pack is sufficient for the copy to be recognised as the brand, a conclusion that is then not questioned.
The results include: When searching, colour is the primary feature we use to identify products; When a copy is present on shelf, it is often identified before the brand, giving it an advantage (Persbericht British Brands Group, 15 augustus 2017).
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