“Anyone who launches new products will immediately appreciate the power of this resource to influence design direction, target appropriate price points, and select materials with high consumer appeal. What I love most is that it facilitates open and powerful discussions across the marketing, design and business teams. It minimizes reliance on “the gut feel” of just one individual in an organization and helps create a unified vision for success.”
Packaging studies are similar to communication tests in that both are means to determine whether the correct message is being sent and received. In the case of packaging, the emphasis is not only on appearance but does the package do the job of 1) standing out and 2) triggering a purchase. Our research identifies the right messaging - prioritizing features and benefits by what actually triggers purchases. Sometimes the prettiest or most attractive package might not be the most compelling of a purchase. Through packaging studies we identify the best possible packaging to promote the sale of the merchandise.