Why is product packaging research important?
The brand packaging you choose has the power to make or break your brand - just look at the Tropicana!
Tropicana relaunched the brand in new packaging that totally failed to retain the original brand packaging cues that were so important to the brand’s loyal customers. The result was overwhelming customer rejection followed by a costly return to the original packaging!
But it isn’t just about selecting the packaging that best reflects and retains the essence of your brand. It must also be highly memorable whilst:
To ensure that your new packaging is able to tick all the boxes Brandspeak offers the following qualitative and quantitative packaging research tools:
Benchmarking – to identify the best (and worst) packaging from your sector and beyond, to ensure that your new design options are being evaluated within the context of the examples around.
Packaging development and design – to explore potential innovations in relation to your existing
Pack placement – to determine how different packaging options perform at all stages ofconsumption e.g. in-store, in-basket, in-fridge / in-pantry and during disposal.
Each project we undertake is bespoke, designed to your business needs. We have a full range of qualitative, quantitative and neuroscience tools to select from.