Picking the most attractive option may not mean picking the most effective one!
Avoid side by side comparisons
The average focus group approach to choosing the best packaging design is to present several systems to several participants and ask for their input. Extensive research in this area proves one thing: it just doesn’t work.
Why? For one, the purpose of any research into a new packaging design system is to find out how it will affect shoppers’ attitudes and behavior. In the situation above the focus group participant is offering opinions on options and product visuals; in a retail environment that same person would be comparing the competition and considering making a purchase.
As well, they would only take a few seconds to compare products in the store environment. In a focus group room, the “shopper” has half an hour or more to discuss esthetics and other personal likes or dislikes. Picking the most attractive option may not mean picking the most effective one!
Shoppers never see a third of the brands offered
The Wharton School and Perception Research have shown in their studies that being seen quickly correlates highly with purchase. This means creating contrast on the shelf, among other things. A new design system must be seen amongst all the competitor brands, and it must communicate a benefit quickly and with clarity.
Research needs to be contextual, not isolated
In some instances a design research technology such as eye-tracking can be useful. Shoppers are allowed to view all competitor products and design systems on the shelf. Their eye movements are tracked by the camera to find out: which design architecture stands out and attracts them; what elements they see on a package label and what they ignore; and what essential messaging is missed or glanced over.
Using the competition in a contextual way
A “bold and exciting” new package design system may have very little shelf visibility. This is because retail packaging is a side-by-side, comparative marketplace. If all the other brands have the same bold and exciting emphasis the new design may not stand out - regardless of how enthused the focus group or marketing team was. So research has to take the competitive environment into account in a pragmatic, measurable way.
Discovering brand perception
Another important distinction to make is how brand perception is altered by the new package design architecture. In this case it is best to test brand perception on its own. Once a perceived value of the brand is measured and recorded, participants are then asked to compare products in a competitive setting to test whether the packaging either enhances or detracts from that perceived brand value. In many cases packaging design detracts from perceived brand value. It is in that instant consumers may consider the competitor brands.
Spending research time wisely
Marketers put a lot of time and resource into building their brand in both online and offline media. Packaging design is sometimes left to the last stages of product development and is sometimes subject to out-dated research practices. But given that up to 50% of all purchase decisions are made at the shelf, it might be wise for marketing departments to invest in research that will pay a larger dividend.
Recent Comments