If you are planning your product packaging redesign for your product and going through several color,varints,fonts and images option,the question is do you end up being more sorted or confused?
The answer lies in whether you really understand the concept of packaging design testing.
The objective of this packaging design testing is to filter out several likeable options to arrive at the most relevant option which suits your customer preferences, their purchase intent and their brand value for your brand.
Hence, designing packaging should first start from a strategic design perspective wherein someone like a Brand strategy design agency or brand strategy Consultant can help you decide what your actual Brand positioning is in the market rather than what you perceive.
Then, after you have arrived at the actual brand essence for your brand which then you should use it to strategically design yourbrand packaging designoptions. The focus should be a mix of function + visual appeal.
You should collect plenty of data for your prospective packaging designs from your earlier brand immersion:
- Observational research
- Online surveys
- Guided assessments
- In-depth one-on-one interviews
This is the info you used to shortlist of options. However for your redesign, you’ll be going beyond basic research and testing your packaging options against your biggest competitors to see how your option matches up.
Now when you have these options, you shortlist using a few Product design testing techniques:
- In-Person Displays
The most common technique testing strategy is to set up a physical display that mimics the target audience’s actual shopping experience. The objective here is to seehow users react to real-life displays and see how each packaging option fares in the retail shopping environment. Consumers especially in supermarkets have a tendency to check out a packaging design from a distance 10 ft.( when they enter a supermarket or a hypermarket), distance of 5 ft. ( when thee observe the pack while they are in the aisle of the section) and 2 ft.( when they actually see the product on the shelf)
- Virtual Storefront Displays
You can even set up online virtual displays that simulate the shopping environment and let viewers look at products side-by-side. This is an easy way to get substantial amounts of data for relatively little work. Compared to the hassle of setting up in-person displays, virtual storefronts for product comparison are super easy to implement.
- Instinctive Responses
Ask the customers what they saw first in the pack design, what element caught their attention, the colour, and thenfont, what appealed to them the most.
FAQs you should focus upon:
- How engaging is each package design?
- Is the product understood quickly while the customer sees the pack?
- Will the pack design affect the frequency of the purchase?
- What kind of pricing expectations do customers have based on the packaging?
There’s a lot to cover here, so you’ll need to make sure you perform enough tests with big enough sample sizes to make the data worthwhile. The more data you have, the better, though you’ll likely need to balance your need for data against your budget and redesign timeline.
