Packaging is often the first physical contact a customer has with a product. We understand the importance of this first impression - and offer you comprehensive packaging testing to ensure your products stand out and convey the right messages.
We show you how a strategic packaging test can increase the value of your products and positively influence your customers' purchasing decisions. Our tests offer you insights into how to design packaging that evokes emotions, communicates brand values and ultimately contributes to brand loyalty.
The benefits of packaging tests
A packaging test examines the effect of different packaging options on the perception and purchasing behaviour of the target group. We test various aspects such as design, material, functionality and sustainability to determine the ideal packaging for your product.
With a packaging test you can:
- Strengthen brand perception by ensuring that the packaging design represents your brand in the best possible way.
- Influence purchasing decisions by increasing the appeal of your product through the packaging design.
- Improve the product experience by making your packaging aesthetically pleasing and functionally convincing.
- Pursue sustainability goals by testing environmentally friendly packaging options to reduce CO2.
Packaging optimisation of a fictitious organic tea
Imagine you want to optimise the launch of a new line of organic teas. The key to success could lie in the packaging, which should not only be functional but also visually appealing and reflect the values of your brand.
1) Definition of the test objectives: Firstly, we work together to define the objectives of the packaging test, such as evaluating the visual appeal of different packaging designs, measuring the ease of use of the packaging and/or assessing the perception of sustainability and the influence on purchasing decisions.
2) Selection of test methodology: For our organic tea packaging test, we chose a combination of quantitative and qualitative research methods.
Starting with an online survey where we ask a broad target group to evaluate different packaging designs to identify initial trends and preferences and further in-depth focus groups where participants can touch and open the packaging and share their immediate reactions and thoughts.
3) Carrying out the test: The packaging test is carried out in three phases.
- In the conceptual phase, various packaging designs are developed that differ in terms of colour, shape, material and graphic elements.
- In the test phase, the packaging concepts created are presented in online surveys and focus groups. Participants provide feedback on various aspects of the packaging, including design, handling and sustainability.
- In the analysis phase, the collected data is analysed to understand the preferences and dislikes of the target group. Particular attention is paid to the question of which packaging attributes increase the willingness to buy.
4) Evaluation and recommendations: Once the test is complete, we analyse the results and derive clear recommendations. Perhaps the results show that packaging with a viewing window is more attractive. Or it may turn out that environmentally friendly and compostable packaging increases buying interest.