{"id":8287,"date":"2026-07-03T13:28:44","date_gmt":"2026-07-03T12:28:44","guid":{"rendered":"https:\/\/blackthornsdesign.com\/?p=8287"},"modified":"2026-07-03T13:30:53","modified_gmt":"2026-07-03T12:30:53","slug":"packaging-qui-vend-impact-rayon-boisson","status":"publish","type":"post","link":"https:\/\/blackthornsdesign.com\/en\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/","title":{"rendered":"Beautiful packaging or packaging that sells? Why impact beats aesthetics on the shelf"},"content":{"rendered":"<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-389bab98 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<p class=\"wp-block-paragraph\"><em>Derni\u00e8re mise \u00e0 jour : juillet 2026 \u00b7 Par Ludovic Mornand, fondateur de Studio Blackthorns<\/em><\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-container margin-x-xl uagb-block-513e3a99 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-uagb-image uagb-block-321af676 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><img decoding=\"async\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Little-Suns-Calimocho-2.webp\" alt=\"Little Sun\u2019s Calimocho\" class=\"uag-image-8296\" width=\"2560\" height=\"2019\" title=\"Little Sun\u2019s Calimocho\" loading=\"lazy\" role=\"img\" \/><figcaption class=\"uagb-image-caption\">Little Sun\u2019s Calimocho<\/figcaption><\/figure><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-9470fdba alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading\" style=\"text-transform:uppercase\">l&rsquo;essentiel \u00e0 retenir<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A\u00a0<strong>beau packaging<\/strong>\u00a0ne garantit aucune vente. Dans un rayon de 90 r\u00e9f\u00e9rences, un consommateur ne consid\u00e8re qu&rsquo;<strong>une vingtaine de produits en 20 secondes environ<\/strong>\u00a0(Gidl\u00f6f et al., 2013). \u00c0 cette vitesse, ce qui d\u00e9clenche la prise en main rel\u00e8ve de l&rsquo;<strong>impact<\/strong>\u00a0: contraste, silhouette, naming, typographie lisible \u00e0 3 m\u00e8tres. La finesse d&rsquo;une dorure passe apr\u00e8s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>L&rsquo;esth\u00e9tique est subjective tandis que l&rsquo;impact, lui, se mesure.<\/strong>\u00a0Les go\u00fbts et les couleurs varient d&rsquo;un consommateur \u00e0 l&rsquo;autre. La capacit\u00e9 d&rsquo;un pack \u00e0 \u00eatre vu, compris et m\u00e9moris\u00e9 se teste, se corrige et se prouve.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Chez Studio Blackthorns, chaque design de boisson (peu importe le canal), passe par\u00a0<strong>5 tests d&rsquo;impact<\/strong>\u00a0avant validation en interne : le test des 3 m\u00e8tres, le test du pouce, le test de la silhouette, le test de la gamme et le test du prix per\u00e7u. Cette m\u00e9thode s&rsquo;applique \u00e0 la bi\u00e8re craft, aux spiritueux, aux softs et aux sans alcool, en GMS comme en CHR.<\/p>\n\n\n\n<div class=\"wp-block-uagb-image uagb-block-19e1770d wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/en\/projects\/isautier-fizz-in-cans-rtd\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Isautier-Fizz-Gamme-couchee-1140x616.webp\" alt=\"Isautier Fizz range\" class=\"uag-image-8124\" width=\"1140\" height=\"760\" title=\"Isautier-Fizz-Gamme-couch\u00e9e\" loading=\"lazy\" role=\"img\" \/><\/a><figcaption class=\"uagb-image-caption\">Isautier Gamme Fizz<\/figcaption><\/figure><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-0bb1e768 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\t\t\t\t<div class=\"wp-block-uagb-table-of-contents uagb-toc__align-left uagb-toc__columns-1  uagb-block-ed281115 proxima margin-bottom-xl\"\n\t\t\t\t\tdata-scroll= \"1\"\n\t\t\t\t\tdata-offset= \"30\"\n\t\t\t\t\tstyle=\"\"\n\t\t\t\t>\n\t\t\t\t<div class=\"uagb-toc__wrap\">\n\t\t\t\t\t\t<div class=\"uagb-toc__title\">\n\t\t\t\t\t\t\tTable of Contents<br>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"uagb-toc__list-wrap\">\n\t\t\t\t\t\t<ol class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#lessentiel-\u00e0-retenir\" class=\"uagb-toc-link__trigger\">l&#039;essentiel \u00e0 retenir<\/a><li class=\"uagb-toc__list\"><a href=\"#partie-1-la-croyance-du-beau-qui-fait-vendre-et-pourquoi-elle-nest-pas-forc\u00e9ment-vraie\" class=\"uagb-toc-link__trigger\">Partie 1 : la croyance du \u00ab beau qui fait vendre \u00bb (et pourquoi elle N&#039;est pas forc\u00e9ment vraie)<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#do\u00f9-vient-cette-croyance\" class=\"uagb-toc-link__trigger\">D&#039;o\u00f9 vient cette croyance ?<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#si-lesth\u00e9tique-est-un-jugement-limpact-lui-est-un-comportement\" class=\"uagb-toc-link__trigger\">Si l&#039;esth\u00e9tique est un jugement, l&#039;impact, lui, est un comportement<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#ce-que-le-tr\u00e8s-beau-sacrifie-parfois\" class=\"uagb-toc-link__trigger\">Ce que le \u00ab tr\u00e8s beau \u00bb sacrifie parfois<\/a><\/li><\/ul><\/li><li class=\"uagb-toc__list\"><a href=\"#partie-2-ce-qui-se-passe-vraiment-devant-un-rayon\" class=\"uagb-toc-link__trigger\">Partie 2 : ce qui se passe (vraiment) devant un rayon<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#20-secondes-20-produits-90-r\u00e9f\u00e9rences\" class=\"uagb-toc-link__trigger\">20 secondes, 20 produits, 90 r\u00e9f\u00e9rences<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#les-4-d\u00e9clencheurs-dimpact-dun-packaging-boisson\" class=\"uagb-toc-link__trigger\">Les 4 d\u00e9clencheurs d&#039;impact d&#039;un packaging boisson<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#limpact-ne-sarr\u00eate-pas-au-premier-achat\" class=\"uagb-toc-link__trigger\">L&#039;impact ne s&#039;arr\u00eate pas au premier achat<\/a><\/li><\/ul><\/li><\/ul><\/li><li class=\"uagb-toc__list\"><a href=\"#partie-3-les-5-tests-dimpact-blackthorns\" class=\"uagb-toc-link__trigger\">Partie 3 : les 5 tests d&#039;impact Blackthorns<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#test-1-le-test-des-3-m\u00e8tres\" class=\"uagb-toc-link__trigger\">Test 1 : le test des 3 m\u00e8tres<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#test-2-le-test-du-pouce\" class=\"uagb-toc-link__trigger\">Test 2 : le test du pouce<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#test-3-le-test-de-la-silhouette\" class=\"uagb-toc-link__trigger\">Test 3 : le test de la silhouette<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#test-4-le-test-de-la-gamme\" class=\"uagb-toc-link__trigger\">Test 4 : le test de la gamme<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#test-5-le-test-du-prix-per\u00e7u\" class=\"uagb-toc-link__trigger\">Test 5 : le test du prix per\u00e7u<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><li class=\"uagb-toc__list\"><a href=\"#un-dernier-mot\" class=\"uagb-toc-link__trigger\">Un Dernier mot ?<\/a><li class=\"uagb-toc__list\"><a href=\"#faq\" class=\"uagb-toc-link__trigger\">FAQ<\/a><\/ul><\/ul><\/ul><\/ol>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div><\/div>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-2631ecf8 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<p class=\"wp-block-paragraph\">Je passe une partie de ma vie dans les rayons boisson. D\u00e9formation professionnelle : quand je fais les courses, il m&rsquo;arrive de photographier les lin\u00e9aires. Et ce que j&rsquo;y observe depuis 15 ans contredit une croyance solidement install\u00e9e dans notre fili\u00e8re : la plus belle bouteille du rayon est rarement celle qui part le plus vite.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cette croyance co\u00fbte cher. Des fondateurs de marques investissent des dizaines de milliers d&rsquo;euros dans des packagings dignes d&rsquo;un concours de design, puis constatent des rotations d\u00e9cevantes en grande distribution. Le produit est superbe sur Instagram et invisible en rayon. Sur plus de 90 \u00e9pisodes de <a href=\"https:\/\/superpotion.fr\/\" target=\"_blank\" rel=\"noreferrer noopener\">SuperPotion\u2122<\/a>, cette histoire revient r\u00e9guli\u00e8rement dans la bouche de mes invit\u00e9s, brasseurs comme distillateurs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans cet article, je vous explique pourquoi l&rsquo;impact commercial d&rsquo;un packaging de boisson prime sur son esth\u00e9tique, ce que disent les \u00e9tudes d&rsquo;eye-tracking sur le comportement r\u00e9el des acheteurs, et je vous donne la m\u00e9thode des 5 tests que nous utilisons au studio pour valider un design avant sa mise en production.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-b673a63f alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-uagb-image uagb-block-9ff301ea wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none margin-x-xl\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Blonde-Pale-Ale-Avant-Apres-scaled.jpg\" target=\"\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Blonde-Pale-Ale-Avant-Apres-1140x806.jpg\" alt=\"Bi\u00e8re Georges : Blonde Pale Ale Avant \/ Apr\u00e8s\" class=\"uag-image-8288\" width=\"1140\" height=\"641\" title=\"Blonde-Pale-Ale-Avant-Apres\" loading=\"lazy\" role=\"img\" \/><\/a><figcaption class=\"uagb-image-caption\">Refonte d&rsquo;identit\u00e9 de Bi\u00e8res Georges<\/figcaption><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"text-transform:uppercase\">Partie 1 : la croyance du \u00ab beau qui fait vendre \u00bb (et pourquoi elle N&rsquo;est pas forc\u00e9ment vraie)<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">D&rsquo;o\u00f9 vient cette croyance ?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Le secteur boisson est biberonn\u00e9 aux concours de design. Pentawards, Dieline Awards, Packaging Of The World, World Brand Design, Formes de Luxe : ces prix r\u00e9compensent des objets magnifiques, photographi\u00e9s en studio, sur fond neutre, avec un \u00e9clairage parfait. Nos projets y sont d&rsquo;ailleurs quelquefois publi\u00e9s, et j&rsquo;en suis fier. Mais un jury de designers qui examine une bouteille pendant 3 minutes ne reproduit en rien les conditions d&rsquo;un acte d&rsquo;achat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les r\u00e9seaux sociaux amplifient le ph\u00e9nom\u00e8ne. Un packaging \u00ab instagrammable \u00bb g\u00e9n\u00e8re des likes, des reposts, une couverture presse. Ces signaux flattent l&rsquo;ego du fondateur et de l&rsquo;agence (on appelle \u00e7a dans le jargon des \u00ab\u00a0vanity metrics\u00a0\u00bb). Aucun d&rsquo;eux ne mesure la rotation en rayon, le taux de reconnaissance \u00e0 distance ou la m\u00e9morisation de la marque.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le r\u00e9sultat, je le vois chaque semaine : des marques qui briefent leur agence avec un moodboard Pinterest rempli de bouteilles prim\u00e9es, en pensant que la beaut\u00e9 de l&rsquo;objet fera le travail commercial. Elle ne le fera pas seule.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Si l&rsquo;esth\u00e9tique est un jugement, l&rsquo;impact, lui, est un comportement<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Les go\u00fbts et les couleurs sont propres \u00e0 chacun. Votre \u00e9tiquette minimaliste sublime pour un DA parisien para\u00eetra froide \u00e0 un acheteur de Carrefour V\u00e9nissieux. Aucun design ne pla\u00eet \u00e0 tout le monde, et c&rsquo;est tr\u00e8s bien ainsi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L&rsquo;impact, lui, ne d\u00e9pend d&rsquo;aucun jugement de go\u00fbt. Soit votre canette est rep\u00e9r\u00e9e dans le lin\u00e9aire, soit elle ne l&rsquo;est pas. Soit votre nom de marque se lit \u00e0 3 m\u00e8tres, soit il ne se lit pas. Soit un consommateur qui a aim\u00e9 votre bi\u00e8re la retrouve la semaine suivante, soit il repart avec celle du voisin. Ces comportements s&rsquo;observent, se filment, se mesurent en eye-tracking et se traduisent en chiffres de vente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C&rsquo;est toute la diff\u00e9rence entre le design d\u00e9coratif et le design strat\u00e9gique. Le premier cherche l&rsquo;approbation, le second cherche le r\u00e9sultat. Un beau packaging sans strat\u00e9gie solide est une coquille vide : c&rsquo;est la conviction fondatrice de notre studio.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ma plus belle preuve en image avec la marque LaCroix, une \u00ab\u00a0water brand\u00a0\u00bb am\u00e9ricaine du Wisconsin que je trouve personnellement tr\u00e8s moche MAIS qui cartonne aux US :<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a4d8f0d9b1a1&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a4d8f0d9b1a1\" class=\"wp-block-image size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/laCroix.jpg\" alt=\"LaCroix Design de gamme\" class=\"wp-image-8292\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/laCroix.jpg 1024w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/laCroix-640x640.jpg 640w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/laCroix-150x150.jpg 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/laCroix-768x768.jpg 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/laCroix-12x12.jpg 12w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Ce que le \u00ab tr\u00e8s beau \u00bb sacrifie parfois<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Soyons honn\u00eates : la beaut\u00e9 et l&rsquo;impact ne s&rsquo;excluent pas, loin de l\u00e0. Les meilleures marques cumulent les deux. Le probl\u00e8me surgit quand l&rsquo;esth\u00e9tique devient l&rsquo;objectif au lieu d&rsquo;\u00eatre un moyen. On choisit alors une typographie fine et \u00e9l\u00e9gante&#8230; illisible \u00e0 2 m\u00e8tres. Un vernis s\u00e9lectif subtil&#8230; invisible sous l&rsquo;\u00e9clairage LED d&rsquo;un hypermarch\u00e9. Une gamme de 6 r\u00e9f\u00e9rences aux \u00e9tiquettes toutes diff\u00e9rentes&#8230; que <a href=\"https:\/\/blackthornsdesign.com\/en\/blog\/happy-hour\/architecture-de-marque-le-role-de-votre-marque-mere-dans-la-decision-d-achat\/\" type=\"post\" id=\"4844\">le consommateur ne relie jamais \u00e0 une seule et m\u00eame marque<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Chaque raffinement se paie quelque part. La bonne question \u00e0 poser \u00e0 votre <a href=\"https:\/\/superpotion.fr\/meilleures-agences-design-boisson-france\/\" target=\"_blank\" rel=\"noreferrer noopener\">agence de design boisson<\/a> est rarement \u00ab est-ce que c&rsquo;est beau ? \u00bb mais plut\u00f4t \u00ab qu&rsquo;est-ce que \u00e7a fait vendre, et \u00e0 qui ? \u00bb.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"623\" height=\"467\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/rayon-biere.webp\" alt=\"Rayon Bi\u00e8re\" class=\"wp-image-8294\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/rayon-biere.webp 623w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/rayon-biere-150x112.webp 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/rayon-biere-16x12.webp 16w\" sizes=\"auto, (max-width: 623px) 100vw, 623px\" \/><\/figure>\n<\/div><\/div><\/div>\n\n\n\n<section class=\"wp-block-uagb-section uagb-section__wrap uagb-section__background-none uagb-block-48a0d4c1 margin-x-xl\"><div class=\"uagb-section__overlay\"><\/div><div class=\"uagb-section__inner-wrap\">\n<blockquote class=\"wp-block-quote has-text-align-left is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"> La plus belle bouteille du rayon est rarement celle qui part le plus vite.<\/p>\n<cite>Ludovic Mornand, Studio Blackthorns<\/cite><\/blockquote>\n<\/div><\/section>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-9acfc3f7 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a4d8f0d9d186&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a4d8f0d9d186\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"806\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/canettes-BG-1140x806.jpg\" alt=\"Gamme Bi\u00e8res Georges en canettes\" class=\"wp-image-8289\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/canettes-BG-1140x806.jpg 1140w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/canettes-BG-640x452.jpg 640w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/canettes-BG-150x106.jpg 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/canettes-BG-768x543.jpg 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/canettes-BG-1536x1086.jpg 1536w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/canettes-BG-2048x1448.jpg 2048w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/canettes-BG-18x12.jpg 18w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-1350daed alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-uagb-container uagb-block-211e94a6\">\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a4d8f0d9d81e&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a4d8f0d9d81e\" class=\"wp-block-image size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1104\" height=\"1080\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/fizz_ananas_KV.jpg\" alt=\"Ananas Fizz  Isautier\" class=\"wp-image-8137\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/fizz_ananas_KV.jpg 1104w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/fizz_ananas_KV-640x626.jpg 640w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/fizz_ananas_KV-150x147.jpg 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/fizz_ananas_KV-768x751.jpg 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/fizz_ananas_KV-12x12.jpg 12w\" sizes=\"auto, (max-width: 1104px) 100vw, 1104px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-196c1311\">\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a4d8f0d9db93&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a4d8f0d9db93\" class=\"wp-block-image size-large wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/FIZ-letchi-montage-v3-1140x855.jpg\" alt=\"Letchi Fizz Isautier\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n<\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-a9af0644 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading\" style=\"text-transform:uppercase\">Partie 2 : ce qui se passe (vraiment) devant un rayon<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">20 secondes, 20 produits, 90 r\u00e9f\u00e9rences<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">L&rsquo;\u00e9tude de Gidl\u00f6f (2013), men\u00e9e en conditions r\u00e9elles dans un supermarch\u00e9 avec un syst\u00e8me d&rsquo;eye-tracking mobile, est \u00e9clairante. Dans un rayon de 90 produits et 13 marques, les participants en mission d&rsquo;achat ont trait\u00e9 visuellement le lin\u00e9aire pendant 21 secondes en moyenne et n&rsquo;ont r\u00e9ellement consid\u00e9r\u00e9 qu&rsquo;environ 23 produits. Autrement dit, <strong>les trois quarts du rayon n&rsquo;existent tout simplement pas dans le cerveau de l&rsquo;acheteur<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les travaux de Clement (2007), publi\u00e9s dans le Journal of Marketing Management, d\u00e9crivent une premi\u00e8re \u00e9tape de \u00ab pr\u00e9-attention \u00bb : un balayage visuel ultra-rapide durant lequel seuls les stimuli les plus saillants (couleur, contraste, forme) accrochent le regard. Votre storytelling, vos mentions d&rsquo;origine, votre <a href=\"https:\/\/blackthornsdesign.com\/en\/blog\/1000-hectos\/how-to-judge-beer-in-competition-behind-the-scenes-truth-medals\/\" type=\"post\" id=\"8012\">m\u00e9daille au concours agricole<\/a> n&rsquo;interviennent que si vous avez surv\u00e9cu \u00e0 cette \u00e9tape.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Chandon et ses co-auteurs (2009), dans le Journal of Marketing, ont montr\u00e9 que le nombre et la position des facings influencent directement l&rsquo;attention port\u00e9e \u00e0 une marque au point de vente. La bataille du rayon se joue donc sur deux fronts : la <strong>visibilit\u00e9 n\u00e9goci\u00e9e<\/strong> (le facing) et la<strong> visibilit\u00e9 intrins\u00e8que<\/strong> (votre design). Vous ne contr\u00f4lez pleinement que la seconde.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"480\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/rayon-soda.jpg\" alt=\"Rayon soda\" class=\"wp-image-8293\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/rayon-soda.jpg 800w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/rayon-soda-640x384.jpg 640w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/rayon-soda-150x90.jpg 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/rayon-soda-768x461.jpg 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/rayon-soda-18x12.jpg 18w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Les 4 d\u00e9clencheurs d&rsquo;impact d&rsquo;un packaging boisson<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Concr\u00e8tement, qu&rsquo;est-ce qui fait qu&rsquo;une bouteille ou une canette sort du lot dans ces conditions ? D&rsquo;apr\u00e8s notre exp\u00e9rience sur des dizaines de projets boisson, quatre \u00e9l\u00e9ments font l&rsquo;essentiel du travail :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Le bloc couleur<\/strong>&nbsp;: une couleur franche et diff\u00e9renciante par rapport aux codes du segment. Si tout le rayon IPA est satur\u00e9 de fluo, le kraft mat devient la disruption (et inversement).<br><\/li>\n\n\n\n<li><strong>La silhouette et la structure<\/strong>&nbsp;: la forme reconnaissable de loin, avant m\u00eame la lecture. C&rsquo;est ce qui fait qu&rsquo;on identifie une bouteille d&rsquo;Orangina ou une canette slim d&rsquo;energy drink \u00e0 5 m\u00e8tres.<br><\/li>\n\n\n\n<li><strong>Le naming et sa typographie<\/strong>&nbsp;: un nom court, percutant, compos\u00e9 assez gros pour se lire \u00e0 distance de chalandise. Pour la gamme <a href=\"https:\/\/blackthornsdesign.com\/en\/projects\/isautier-fizz-in-cans-rtd\/\" type=\"page\" id=\"8119\">RTD FIZZ<\/a> que nous avons cr\u00e9\u00e9e avec la <a href=\"https:\/\/www.isautier.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Maison Isautier<\/a>, le nom de quatre lettres fonctionne comme une onomatop\u00e9e : il se lit instantan\u00e9ment et raconte le produit \u00e0 lui seul.<br><\/li>\n\n\n\n<li><strong>La hi\u00e9rarchie de l&rsquo;information<\/strong>&nbsp;: \u00e0 3 m\u00e8tres je comprends la cat\u00e9gorie, \u00e0 1 m\u00e8tre la promesse, en main les d\u00e9tails. Un pack qui veut tout dire en facing ne dit rien.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">L&rsquo;impact ne s&rsquo;arr\u00eate pas au premier achat<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Un packaging performant travaille aussi apr\u00e8s l&rsquo;achat. La m\u00e9morisation (est-ce que je retrouve cette marque la semaine prochaine ?) et la d\u00e9clinabilit\u00e9 (est-ce que je reconnais la gamme quand la marque sort une nouvelle recette ?) conditionnent la r\u00e9p\u00e9tition d&rsquo;achat, l\u00e0 o\u00f9 se construit la rentabilit\u00e9 d&rsquo;une marque de boisson.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C&rsquo;est le r\u00f4le du <strong>design system<\/strong> : un syst\u00e8me graphique pens\u00e9 d\u00e8s le d\u00e9part pour absorber les futures r\u00e9f\u00e9rences sans diluer la reconnaissance. Pour une brasserie craft qui sortira 10 recettes par an, ce syst\u00e8me vaut plus que n&rsquo;importe quelle \u00e9tiquette prim\u00e9e \u00e0 l&rsquo;unit\u00e9. Nous y consacrons une part \u00e9norme de nos accompagnements, du repositionnement de la <a href=\"https:\/\/blackthornsdesign.com\/en\/projects\/brasserie-volcelest\/\" type=\"page\" id=\"5641\">Volcelest brewery<\/a> aux gammes Bi\u00e8res Georges.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-1ce85d72 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-uagb-image uagb-block-1b3652e7 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><img decoding=\"async\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/gamme-Rotten-Skull-75-cl.webp\" alt=\"Range 75 CL, Rotten Skull Paris brewer&#039;s bottle\" class=\"uag-image-8268\" width=\"1800\" height=\"1200\" title=\"range-Rotten-Skull-75-cl\" loading=\"lazy\" role=\"img\" \/><figcaption class=\"uagb-image-caption\">Gamme 75CL, bouteille brasseur Rotten Skull Paris<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-uagb-image uagb-block-e02bc7d8 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><img decoding=\"async\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/spark_cans.jpg\" alt=\"Spark! Soda\" class=\"uag-image-3462\" width=\"2000\" height=\"966\" title=\"spark_cans\" loading=\"lazy\" role=\"img\" \/><figcaption class=\"uagb-image-caption\">Spark! Soda probiotique<\/figcaption><\/figure><\/div>\n<\/div><\/div>\n\n\n\n<section class=\"wp-block-uagb-section uagb-section__wrap uagb-section__background-none uagb-block-e5cf1aca\"><div class=\"uagb-section__overlay\"><\/div><div class=\"uagb-section__inner-wrap\">\n<blockquote class=\"wp-block-quote has-text-align-left is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Un packaging performant travaille aussi apr\u00e8s l&rsquo;achat. La m\u00e9morisation et la d\u00e9clinabilit\u00e9 conditionnent la r\u00e9p\u00e9tition d&rsquo;achat, l\u00e0 o\u00f9 se construit la rentabilit\u00e9 d&rsquo;une marque de boisson.<\/p>\n<cite class=\"translation-block\">Ludovic Mornand, founder of Studio Blackthorns<\/cite><\/blockquote>\n<\/div><\/section>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<section class=\"wp-block-uagb-container uagb-block-0810ea54 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading\" style=\"text-transform:uppercase\">Partie 3 : les 5 tests d&rsquo;impact Blackthorns<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Voici la m\u00e9thode que nous appliquons au studio avant de valider un design de boisson. Vous pouvez la reproduire d\u00e8s aujourd&rsquo;hui sur vos propres packagings.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Test 1 : le test des 3 m\u00e8tres<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Imprimez votre design \u00e0 taille r\u00e9elle, placez-le dans un contexte de rayon (ou au minimum sur une \u00e9tag\u00e8re entre des concurrents r\u00e9els) et reculez de 3 m\u00e8tres. Que voyez-vous encore ? Si la r\u00e9ponse se limite \u00e0 \u00ab une bouteille avec une \u00e9tiquette \u00bb, le design a \u00e9chou\u00e9. \u00c0 cette distance, la marque, la cat\u00e9gorie et la promesse principale doivent survivre.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Test 2 : le test du pouce<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">R\u00e9duisez votre facing \u00e0 la taille d&rsquo;une vignette de site e-commerce ou de drive (environ 2 cm de haut sur un smartphone). Plus de la moiti\u00e9 des courses GMS se pr\u00e9parent ou se font d\u00e9sormais en ligne. Un packaging illisible en miniature perd le drive, le quick commerce et les marketplaces. C&rsquo;est un test que le tr\u00e8s beau packaging \u00ab de concours \u00bb rate r\u00e9guli\u00e8rement.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Test 3 : le test de la silhouette<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Passez votre design en noir et blanc, puis en simple silhouette. Reste-t-il identifiable ? Ce test r\u00e9v\u00e8le si votre reconnaissance repose sur une vraie structure visuelle ou uniquement sur des d\u00e9tails d\u00e9coratifs. Les marques iconiques de la boisson (pensez Coca-Cola, Ricard, Orangina) survivent toutes \u00e0 ce test.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Test 4 : le test de la gamme<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Alignez vos r\u00e9f\u00e9rences actuelles et futures. Un regard ext\u00e9rieur identifie-t-il en 2 secondes qu&rsquo;elles appartiennent \u00e0 la m\u00eame marque, tout en distinguant chaque recette ? C&rsquo;est l&rsquo;\u00e9quilibre le plus difficile du packaging boisson : trop de coh\u00e9rence et les recettes se confondent, trop de vari\u00e9t\u00e9 et la marque dispara\u00eet.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Test 5 : le test du prix per\u00e7u<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Montrez votre pack \u00e0 des personnes ext\u00e9rieures au projet et posez une seule question : \u00ab combien co\u00fbte ce produit ? \u00bb. Si la r\u00e9ponse moyenne est inf\u00e9rieure \u00e0 votre prix de vente cible, votre design d\u00e9truit de la marge. S&rsquo;il est largement sup\u00e9rieur, vous risquez la d\u00e9ception produit. Le design calibre le prix psychologique bien plus que la plupart des fondateurs ne l&rsquo;imaginent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Un design qui passe les 5 tests peut ensuite (et seulement ensuite) recevoir toute la couche esth\u00e9tique que votre positionnement m\u00e9rite. Le beau vient couronner l&rsquo;impact, jamais le remplacer.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"1066\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/boisson-energisantes.jpg\" alt=\"Rayon boissons \u00e9nergisantes en GMS\" class=\"wp-image-8295\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/boisson-energisantes.jpg 800w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/boisson-energisantes-480x640.jpg 480w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/boisson-energisantes-113x150.jpg 113w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/boisson-energisantes-768x1023.jpg 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/boisson-energisantes-9x12.jpg 9w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n<\/div><\/section>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<section class=\"wp-block-uagb-container uagb-block-1c7926bd alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading\" style=\"text-transform:uppercase\">Un Dernier mot ?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La fili\u00e8re boisson n&rsquo;a jamais produit autant de beaux packagings, et rarement autant de marques invisibles ! Face \u00e0 des rayons satur\u00e9s et des consommateurs qui ne consid\u00e8rent qu&rsquo;un quart des r\u00e9f\u00e9rences, l&rsquo;esth\u00e9tique seule est un pari perdant. L&rsquo;impact (couleur, silhouette, naming, hi\u00e9rarchie, syst\u00e8me de gamme) se travaille, se teste et se mesure.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C&rsquo;est une bonne nouvelle pour les marques ind\u00e9pendantes : l&rsquo;impact ne s&rsquo;ach\u00e8te pas au poids des dorures. Une canette de craft bien pens\u00e9e peut battre en rayon une bouteille s\u00e9rigraphi\u00e9e \u00e0 6 chiffres de budget. La strat\u00e9gie de marque est l&rsquo;arme des challengers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vous lancez une marque de boisson ou vos rotations plafonnent malgr\u00e9 un \u00ab beau \u00bb packaging ? C&rsquo;est exactement le type de diagnostic que nous menons lors d&rsquo;un\u00a0<a href=\"https:\/\/blackthornsdesign.com\/en\/contact-us\/\">Brand Exorcism<\/a>. Parlez-nous de votre projet, on regardera votre rayon ensemble.<\/p>\n<\/div><\/section>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-eadc5e27 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-uagb-image aligncenter uagb-block-a1c2022d wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-center margin-x-xl\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/500ml_wall_of_cans_366canschallenge_web.jpg\" target=\"\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/500ml_wall_of_cans_366canschallenge_web-1140x821.jpg\" alt=\"366 can designs by studio blackthorns\" class=\"uag-image-3751\" width=\"1140\" height=\"821\" title=\"500ml_wall_of_cans_366canschallenge_web\" loading=\"lazy\" role=\"img\" \/><\/a><figcaption class=\"uagb-image-caption\">366 can designs per Studio Blackthorns<\/figcaption><\/figure><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<section class=\"wp-block-uagb-container uagb-block-862f7c51 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"text-transform:uppercase\">FAQ<\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1711467474856\"><strong class=\"schema-faq-question\"><strong>Qu&rsquo;est-ce qu&rsquo;un packaging qui vend ?<\/strong><\/strong> <p class=\"schema-faq-answer\">Un packaging qui vend est un packaging con\u00e7u pour d\u00e9clencher un comportement d&rsquo;achat mesurable : \u00eatre rep\u00e9r\u00e9 dans un lin\u00e9aire satur\u00e9, communiquer sa cat\u00e9gorie et sa promesse en moins de 2 secondes, justifier son prix et \u00eatre retrouv\u00e9 lors du prochain achat. Il se distingue du packaging d\u00e9coratif, jug\u00e9 sur des crit\u00e8res esth\u00e9tiques subjectifs. Les deux ne s&rsquo;opposent pas, mais l&rsquo;impact commercial doit \u00eatre valid\u00e9 avant le raffinement esth\u00e9tique.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1711467516932\"><strong class=\"schema-faq-question\">Un beau packaging fait-il vendre une boisson ?<\/strong> <p class=\"schema-faq-answer\">Pas \u00e0 lui seul. Les \u00e9tudes d&rsquo;eye-tracking en magasin montrent qu&rsquo;un consommateur ne consid\u00e8re qu&rsquo;environ 23 produits sur 90 dans un rayon (Gidl\u00f6f et al., 2013). La beaut\u00e9 n&rsquo;op\u00e8re que si le produit franchit d&rsquo;abord le filtre de la pr\u00e9-attention, qui repose sur le contraste, la couleur et la forme. Un design magnifique mais peu saillant reste invisible, donc invendu.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1711467553415\"><strong class=\"schema-faq-question\">Comment tester l&rsquo;impact d&rsquo;un packaging avant sa mise en production ?<\/strong> <p class=\"schema-faq-answer\">Cinq tests simples donnent une premi\u00e8re \u00e9valuation fiable : le test des 3 m\u00e8tres (lisibilit\u00e9 \u00e0 distance de rayon), le test du pouce (lisibilit\u00e9 en vignette e-commerce), le test de la silhouette (reconnaissance en noir et blanc), le test de la gamme (coh\u00e9rence et distinction des r\u00e9f\u00e9rences) et le test du prix per\u00e7u (ad\u00e9quation entre design et prix cible). Pour des enjeux importants, des \u00e9tudes d&rsquo;eye-tracking ou des tests en rayon reconstitu\u00e9 compl\u00e8tent utilement ces v\u00e9rifications.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1711467585581\"><strong class=\"schema-faq-question\">Quelle est la diff\u00e9rence entre design strat\u00e9gique et design d\u00e9coratif ?<\/strong> <p class=\"schema-faq-answer\">Le design d\u00e9coratif cherche \u00e0 produire un bel objet, jug\u00e9 sur des crit\u00e8res esth\u00e9tiques. Le design strat\u00e9gique part du positionnement de la marque, de sa cible et de son circuit de distribution pour produire un objet qui remplit des objectifs commerciaux : visibilit\u00e9, m\u00e9morisation, prix per\u00e7u, d\u00e9clinabilit\u00e9. Chez Studio Blackthorns, la phase strat\u00e9gique pr\u00e9c\u00e8de syst\u00e9matiquement la cr\u00e9ation graphique, car un beau packaging sans strat\u00e9gie solide reste une coquille vide.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1711467612258\"><strong class=\"schema-faq-question\">Les codes d&rsquo;impact sont-ils diff\u00e9rents en GMS et en CHR ?<\/strong> <p class=\"schema-faq-answer\">Oui, radicalement. En GMS, le packaging se bat seul face \u00e0 des dizaines de concurrents, \u00e0 distance, sous un \u00e9clairage standardis\u00e9 : le contraste et la lisibilit\u00e9 priment. En CHR (caf\u00e9s, h\u00f4tels, restaurants), le produit est souvent prescrit par le personnel et d\u00e9couvert en main ou \u00e0 la carte : le storytelling, les d\u00e9tails de fabrication et la connivence avec le lieu prennent plus de poids. Une marque pr\u00e9sente sur les deux circuits doit hi\u00e9rarchiser ses \u00e9l\u00e9ments pour fonctionner dans les deux contextes.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1783068075544\"><strong class=\"schema-faq-question\">Un packaging impactant est-il compatible avec la Loi \u00c9vin ?<\/strong> <p class=\"schema-faq-answer\">Oui. La <a href=\"https:\/\/loievin.fr\/\" target=\"_blank\" rel=\"noreferrer noopener\">Loi \u00c9vin<\/a> encadre le contenu des communications pour les boissons alcoolis\u00e9es (interdiction d&rsquo;inciter \u00e0 la consommation, mentions obligatoires) mais ne limite en rien le travail sur la couleur, la typographie, la structure ou le syst\u00e8me de gamme. L&rsquo;impact visuel reste un territoire d&rsquo;expression totalement libre, \u00e0 condition de respecter les mentions l\u00e9gales sur le pack. Notre <a href=\"https:\/\/superpotion.fr\/loi-evin-guide-complet\/\" target=\"_blank\" rel=\"noreferrer noopener\">guide complet<\/a> de la Loi \u00c9vin d\u00e9taille ces obligations.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1783068089457\"><strong class=\"schema-faq-question\">Par o\u00f9 commencer pour rendre mon packaging de boisson plus impactant ?<\/strong> <p class=\"schema-faq-answer\">Commencez par un audit honn\u00eate : photographiez votre produit dans son vrai rayon, appliquez les 5 tests d&rsquo;impact d\u00e9crits dans cet article et notez les \u00e9checs. Analysez ensuite les codes couleur et typographiques de votre segment pour identifier l&rsquo;espace de diff\u00e9renciation disponible. Si le diagnostic r\u00e9v\u00e8le un probl\u00e8me de fond (positionnement flou, gamme illisible, prix per\u00e7u d\u00e9cal\u00e9), un accompagnement strat\u00e9gique sera plus rentable qu&rsquo;un simple relooking graphique.<\/p> <\/div> <\/div>\n<\/div><\/section>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>","protected":false},"excerpt":{"rendered":"<p>Derni\u00e8re mise \u00e0 jour : juillet 2026 \u00b7 Par Ludovic Mornand, fondateur de Studio Blackthorns l&rsquo;essentiel \u00e0 retenir Un\u00a0beau packaging\u00a0ne garantit aucune vente. Dans un rayon de 90 r\u00e9f\u00e9rences, un consommateur ne consid\u00e8re qu&rsquo;une vingtaine de produits en 20 secondes <a class=\"read-more\" href=\"https:\/\/blackthornsdesign.com\/en\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/\">Find out more<\/a><\/p>","protected":false},"author":1,"featured_media":8296,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[224],"tags":[],"class_list":["post-8287","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-happy-hour"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Beau packaging ou packaging qui vend ? L&#039;impact avant tout<\/title>\n<meta name=\"description\" content=\"Un beau packaging ne suffit pas \u00e0 vendre votre boisson. 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Il se distingue du packaging d\u00e9coratif, jug\u00e9 sur des crit\u00e8res esth\u00e9tiques subjectifs. Les deux ne s'opposent pas, mais l'impact commercial doit \u00eatre valid\u00e9 avant le raffinement esth\u00e9tique.\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/blackthornsdesign.com\\\/blog\\\/happy-hour\\\/packaging-qui-vend-impact-rayon-boisson\\\/#faq-question-1711467516932\",\"position\":2,\"url\":\"https:\\\/\\\/blackthornsdesign.com\\\/blog\\\/happy-hour\\\/packaging-qui-vend-impact-rayon-boisson\\\/#faq-question-1711467516932\",\"name\":\"Un beau packaging fait-il vendre une boisson ?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Pas \u00e0 lui seul. Les \u00e9tudes d'eye-tracking en magasin montrent qu'un consommateur ne consid\u00e8re qu'environ 23 produits sur 90 dans un rayon (Gidl\u00f6f et al., 2013). La beaut\u00e9 n'op\u00e8re que si le produit franchit d'abord le filtre de la pr\u00e9-attention, qui repose sur le contraste, la couleur et la forme. 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Le design strat\u00e9gique part du positionnement de la marque, de sa cible et de son circuit de distribution pour produire un objet qui remplit des objectifs commerciaux : visibilit\u00e9, m\u00e9morisation, prix per\u00e7u, d\u00e9clinabilit\u00e9. Chez Studio Blackthorns, la phase strat\u00e9gique pr\u00e9c\u00e8de syst\u00e9matiquement la cr\u00e9ation graphique, car un beau packaging sans strat\u00e9gie solide reste une coquille vide.\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/blackthornsdesign.com\\\/blog\\\/happy-hour\\\/packaging-qui-vend-impact-rayon-boisson\\\/#faq-question-1711467612258\",\"position\":5,\"url\":\"https:\\\/\\\/blackthornsdesign.com\\\/blog\\\/happy-hour\\\/packaging-qui-vend-impact-rayon-boisson\\\/#faq-question-1711467612258\",\"name\":\"Les codes d'impact sont-ils diff\u00e9rents en GMS et en CHR ?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Oui, radicalement. 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Il se distingue du packaging d\u00e9coratif, jug\u00e9 sur des crit\u00e8res esth\u00e9tiques subjectifs. Les deux ne s'opposent pas, mais l'impact commercial doit \u00eatre valid\u00e9 avant le raffinement esth\u00e9tique.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1711467516932","position":2,"url":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1711467516932","name":"Un beau packaging fait-il vendre une boisson ?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Pas \u00e0 lui seul. Les \u00e9tudes d'eye-tracking en magasin montrent qu'un consommateur ne consid\u00e8re qu'environ 23 produits sur 90 dans un rayon (Gidl\u00f6f et al., 2013). 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Un design magnifique mais peu saillant reste invisible, donc invendu.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1711467553415","position":3,"url":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1711467553415","name":"Comment tester l'impact d'un packaging avant sa mise en production ?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Cinq tests simples donnent une premi\u00e8re \u00e9valuation fiable : le test des 3 m\u00e8tres (lisibilit\u00e9 \u00e0 distance de rayon), le test du pouce (lisibilit\u00e9 en vignette e-commerce), le test de la silhouette (reconnaissance en noir et blanc), le test de la gamme (coh\u00e9rence et distinction des r\u00e9f\u00e9rences) et le test du prix per\u00e7u (ad\u00e9quation entre design et prix cible). Pour des enjeux importants, des \u00e9tudes d'eye-tracking ou des tests en rayon reconstitu\u00e9 compl\u00e8tent utilement ces v\u00e9rifications.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1711467585581","position":4,"url":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1711467585581","name":"Quelle est la diff\u00e9rence entre design strat\u00e9gique et design d\u00e9coratif ?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Le design d\u00e9coratif cherche \u00e0 produire un bel objet, jug\u00e9 sur des crit\u00e8res esth\u00e9tiques. Le design strat\u00e9gique part du positionnement de la marque, de sa cible et de son circuit de distribution pour produire un objet qui remplit des objectifs commerciaux : visibilit\u00e9, m\u00e9morisation, prix per\u00e7u, d\u00e9clinabilit\u00e9. Chez Studio Blackthorns, la phase strat\u00e9gique pr\u00e9c\u00e8de syst\u00e9matiquement la cr\u00e9ation graphique, car un beau packaging sans strat\u00e9gie solide reste une coquille vide.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1711467612258","position":5,"url":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1711467612258","name":"Les codes d'impact sont-ils diff\u00e9rents en GMS et en CHR ?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Oui, radicalement. En GMS, le packaging se bat seul face \u00e0 des dizaines de concurrents, \u00e0 distance, sous un \u00e9clairage standardis\u00e9 : le contraste et la lisibilit\u00e9 priment. En CHR (caf\u00e9s, h\u00f4tels, restaurants), le produit est souvent prescrit par le personnel et d\u00e9couvert en main ou \u00e0 la carte : le storytelling, les d\u00e9tails de fabrication et la connivence avec le lieu prennent plus de poids. Une marque pr\u00e9sente sur les deux circuits doit hi\u00e9rarchiser ses \u00e9l\u00e9ments pour fonctionner dans les deux contextes.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1783068075544","position":6,"url":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1783068075544","name":"Un packaging impactant est-il compatible avec la Loi \u00c9vin ?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Oui. La <a href=\"https:\/\/loievin.fr\/\" target=\"_blank\" rel=\"noreferrer noopener\">Loi \u00c9vin<\/a> encadre le contenu des communications pour les boissons alcoolis\u00e9es (interdiction d'inciter \u00e0 la consommation, mentions obligatoires) mais ne limite en rien le travail sur la couleur, la typographie, la structure ou le syst\u00e8me de gamme. L'impact visuel reste un territoire d'expression totalement libre, \u00e0 condition de respecter les mentions l\u00e9gales sur le pack. Notre <a href=\"https:\/\/superpotion.fr\/loi-evin-guide-complet\/\" target=\"_blank\" rel=\"noreferrer noopener\">guide complet<\/a> de la Loi \u00c9vin d\u00e9taille ces obligations.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1783068089457","position":7,"url":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1783068089457","name":"Par o\u00f9 commencer pour rendre mon packaging de boisson plus impactant ?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Commencez par un audit honn\u00eate : photographiez votre produit dans son vrai rayon, appliquez les 5 tests d'impact d\u00e9crits dans cet article et notez les \u00e9checs. Analysez ensuite les codes couleur et typographiques de votre segment pour identifier l'espace de diff\u00e9renciation disponible. Si le diagnostic r\u00e9v\u00e8le un probl\u00e8me de fond (positionnement flou, gamme illisible, prix per\u00e7u d\u00e9cal\u00e9), un accompagnement strat\u00e9gique sera plus rentable qu'un simple relooking graphique.","inLanguage":"en-US"},"inLanguage":"en-US"}]}},"spectra_custom_meta":{"_uagb_previous_block_counts":["a:90:{s:21:\"uagb\/advanced-heading\";i:0;s:15:\"uagb\/blockquote\";i:0;s:12:\"uagb\/buttons\";i:0;s:18:\"uagb\/buttons-child\";i:0;s:19:\"uagb\/call-to-action\";i:0;s:15:\"uagb\/cf7-styler\";i:0;s:11:\"uagb\/column\";i:0;s:12:\"uagb\/columns\";i:0;s:14:\"uagb\/container\";i:16;s:21:\"uagb\/content-timeline\";i:0;s:27:\"uagb\/content-timeline-child\";i:0;s:14:\"uagb\/countdown\";i:0;s:12:\"uagb\/counter\";i:0;s:8:\"uagb\/faq\";i:0;s:14:\"uagb\/faq-child\";i:0;s:10:\"uagb\/forms\";i:0;s:17:\"uagb\/forms-accept\";i:0;s:19:\"uagb\/forms-checkbox\";i:0;s:15:\"uagb\/forms-date\";i:0;s:16:\"uagb\/forms-email\";i:0;s:17:\"uagb\/forms-hidden\";i:0;s:15:\"uagb\/forms-name\";i:0;s:16:\"uagb\/forms-phone\";i:0;s:16:\"uagb\/forms-radio\";i:0;s:17:\"uagb\/forms-select\";i:0;s:19:\"uagb\/forms-textarea\";i:0;s:17:\"uagb\/forms-toggle\";i:0;s:14:\"uagb\/forms-url\";i:0;s:14:\"uagb\/gf-styler\";i:0;s:15:\"uagb\/google-map\";i:0;s:11:\"uagb\/how-to\";i:0;s:16:\"uagb\/how-to-step\";i:0;s:9:\"uagb\/icon\";i:0;s:14:\"uagb\/icon-list\";i:0;s:20:\"uagb\/icon-list-child\";i:0;s:10:\"uagb\/image\";i:6;s:18:\"uagb\/image-gallery\";i:0;s:13:\"uagb\/info-box\";i:0;s:18:\"uagb\/inline-notice\";i:0;s:11:\"uagb\/lottie\";i:0;s:21:\"uagb\/marketing-button\";i:0;s:10:\"uagb\/modal\";i:0;s:18:\"uagb\/popup-builder\";i:0;s:16:\"uagb\/post-button\";i:0;s:18:\"uagb\/post-carousel\";i:0;s:17:\"uagb\/post-excerpt\";i:0;s:14:\"uagb\/post-grid\";i:0;s:15:\"uagb\/post-image\";i:0;s:17:\"uagb\/post-masonry\";i:0;s:14:\"uagb\/post-meta\";i:0;s:18:\"uagb\/post-taxonomy\";i:0;s:18:\"uagb\/post-timeline\";i:0;s:15:\"uagb\/post-title\";i:0;s:20:\"uagb\/restaurant-menu\";i:0;s:26:\"uagb\/restaurant-menu-child\";i:0;s:11:\"uagb\/review\";i:0;s:12:\"uagb\/section\";i:2;s:14:\"uagb\/separator\";i:0;s:11:\"uagb\/slider\";i:0;s:17:\"uagb\/slider-child\";i:0;s:17:\"uagb\/social-share\";i:0;s:23:\"uagb\/social-share-child\";i:0;s:16:\"uagb\/star-rating\";i:0;s:23:\"uagb\/sure-cart-checkout\";i:0;s:22:\"uagb\/sure-cart-product\";i:0;s:15:\"uagb\/sure-forms\";i:0;s:22:\"uagb\/table-of-contents\";i:1;s:9:\"uagb\/tabs\";i:0;s:15:\"uagb\/tabs-child\";i:0;s:18:\"uagb\/taxonomy-list\";i:0;s:9:\"uagb\/team\";i:0;s:16:\"uagb\/testimonial\";i:0;s:14:\"uagb\/wp-search\";i:0;s:19:\"uagb\/instagram-feed\";i:0;s:10:\"uagb\/login\";i:0;s:17:\"uagb\/loop-builder\";i:0;s:18:\"uagb\/loop-category\";i:0;s:20:\"uagb\/loop-pagination\";i:0;s:15:\"uagb\/loop-reset\";i:0;s:16:\"uagb\/loop-search\";i:0;s:14:\"uagb\/loop-sort\";i:0;s:17:\"uagb\/loop-wrapper\";i:0;s:13:\"uagb\/register\";i:0;s:19:\"uagb\/register-email\";i:0;s:24:\"uagb\/register-first-name\";i:0;s:23:\"uagb\/register-last-name\";i:0;s:22:\"uagb\/register-password\";i:0;s:30:\"uagb\/register-reenter-password\";i:0;s:19:\"uagb\/register-terms\";i:0;s:22:\"uagb\/register-username\";i:0;}"],"_edit_lock":["1783081863:1"],"_oembed_b8a4dda2d51dfe220ae00802e1a24960":["<iframe title=\"On a cr\u00e9\u00e9 une marque en moins de 24h gr\u00e2ce \u00e0 l&amp;apos;IA !!\" width=\"1140\" height=\"641\" src=\"https:\/\/www.youtube.com\/embed\/HOJSx8KnyV8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>"],"_oembed_time_b8a4dda2d51dfe220ae00802e1a24960":["1783067914"],"yoast-structured-data-blocks-images-cache":["a:0:{}"],"_edit_last":["1"],"zeroneit_featherlight_disable":[""],"swcfpc_bypass_cache":["0"],"_yoast_wpseo_primary_category":["224"],"_yoast_wpseo_focuskw":["packaging qui vend"],"_yoast_wpseo_title":["Beau packaging ou packaging qui vend ? 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