Develop and optimize original or evolutionary packaging and labelling designs.
Advantages
- Can be conducted in controlled retail lab setting where all shelving and packaging elements can be adapted, varied for realistic simulation.
- Numerous alternatives and design routes can be assessed.
- Verify design appeal in isolation and in competitive context.
Applications
- Explore new packaging shapes, colors, formats, artwork, materials.
- Assess evolutionary designs and labelling for line extensions.with diaries ahead of time to capture usage patterns.
- Evaluate effectiveness of communication messages to determine which option has potential to more effectively drive sales.
- Understand effect of design elements on brand image and brand personality.
- Assess shelf impact.
- Explore ergonomic fit.
Process
- Individual, preliminary interviews are conducted prior to group discussions in order to capture ‘pure’ perceptions and comments.
- Route options are rotated and presented individually, with subsequent comparison once all routes have been viewed.
- Mini groups follow to share and build on individual comments and to hear comparative perspectives, rationalizations.