According to an article in Packworld, a survey reveals very little thinking or research goes into packaging design when it comes to product development. Since "everybody knows" what a package design should look like, why go any further? Most respondents relied on traditional focus group research to find out what participants "liked" or "didn't like".
(Find out why this approach does not work in our article: Why Focus Groups for Package Design Don't Work)
Unfortunately these marketers are missing out on the benefit of increased sales and brand awareness. Wharton School research shows that 50% of purchase decisions are made at the shelf. So all the branding, advertising, and marketing work you may have done might be for naught, if you don't take package design, and package design research into consideration. Regardless of what someone in a focus group said they "liked".
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