Dressing up packaging for consumer electronics: women purchase more than half of all high-tech gadgets. Branding tactics and packaging designs shift to attract female shoppers.

By Holmes, Tamara E.
Publication: Brand Packaging

Think of consumer electronics products. The core target audience is male computer geeks in their twenties, right? Wrong. Women make up the majority of buyers.

"It has traditionally been a business that has a lot of brown boxes, especially for larger equipment," says Hayes Roth, Vice Presidenfor Worldwide Marketing and Business Development at Landor Associates, a brand-consulting firm. "It was always about the latest widget you could get--what new bells and whistles we could add onto this box that could give us a competitive edge."

Today that is all changing. A recent study by the Consumer Electronics Association underscores the shift in the marketplace as marketers are re evaluating the power of the female consumer and coming up with new ways to make their product packaging more appealing to women.

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