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The Packaging Design Agency: Avoid beauty contests when it comes to package design. Product Package Design: Determining the business value of new ideas. Package Design Consultants: Strategies for going Global. Best Packaging Design: Principles for the Technology Market. Packaging Design Ideas: Effective reseller techniques for a product makeover. The Packaging Design Portfolio: When packaging design detracts from the perceived value of a brand. Packaging Design Solutions: How to deal with superiors who say "I don't like it" and little else. What is a dieline anyway? What is the package design process? BigCity creates a new design standard for Bell Sympatico. Holiday gift packages at the LCBO look for a home. |
Beyond focus group research: new methods to make your product packaging design research impactful and worthwhile.Focusing on ROI and increased sales: avoiding "opinion" gathering.Environment-based behavioral researchWhy is it important to go beyond the "opinion-based" research for package design that is usually the outcome of most focus group research? In a retail environment: • consumers are attracted to contrast on a cluttered shelf (and that is, in contrast to competitor package designs), not seeing over 30% of other brands displayed • product packaging designs are scanned for a relevant benefit – and discarded if that benefit is not clear. • the more text there is on a package, the less it will be read. Environment-based behavioral research uses both qualitative and quantitative methods to determine consumers reaction to a packaging design in the context of the purchasing environment. Value impressions gathered are relevant to the consumer's experience at the point of sale – in-store and on the shelf. Perceived value is measured based on reaction and impression in the competitive and comparative environment the sale is made. This goes beyond the focus group setting where participants examine and discuss packaging design at length and in absence of any outside distraction and/or competition. Brand TestingPackaging always appears side-by-side with its direct competition. A leading brand may have a higher perceived value in the mind of the consumer, but the messaging and other elements on a brand's package design could detract from this perceived value. This messaging includes text, photographs, and color treatments. Brand testing separates the brand name from the product to determine consumer's perceived brand value of the brand. New or improved packaging design is then tested against this perceived brand value to see if it increases or decreases the brand value perception. Eye TrackingEye tracking can show how consumers look at packaging labels, in what order they perceive images and messaging, and what they ignore. This information is crucial to understand how to prioritize brand messages and benefit statements. Package and Packaging Design Metrics.Packaging design metrics are concerned with ROI and increased sales. This means understanding the value impressions that structural innovation, label design, and brand messaging have on the intended market at the point of purchase. These research methods go beyond "opinion gathering", giving researchers the feedback necessary to understand the impact and value of packaging design as a branding and sales vehicle.  home | informative articles | news releases | contact | privacy policy | terms and conditions | disclaimer About the Author: Tim Robertson RGD represents several of Canada's most distinguished design firms. With over 20 years experience in branding and packaging design, he has been featured in Direct Magazine, the Design Management Review, and the Summit Awards. |
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