Packaging Research

Packaging Research

Packaging Design Research

Optimising sales through Packaging Research

As any brand owner knows, their packaging design and communications are their most powerful marketing tools. Packaging is particularly important at the point of purchase (POP) and sometimes described as the ‘Moment of Truth’ – where Shelf Visibility and product recognition are key to the success of any brand.

We use a range of techniques from focus groups to help develop and optimise design and packaging communications hierarchy, through to ethnography, shopping, studies and eye-tracking to larger quantitative testing to ensure everything is perfect before it is launched. By seeing through the eyes of the shopper, along with latest packaging research tools, we will help you understand how your customers interact with your packaging and reveal clear opportunities to refine the communications, design and labelling. If you are at the early stages of the product development process then check out our concept development and testing services as these can also incorporate packaging research elements.

We’ve developed PackProbe – our emotion-based packaging evaluation methodology with System 1 thinking. Our innovative pack testing approach mimics real-time shopping experience by asking people to make a selection from an interactive virtual shelf while under time-pressured conditions. PackProbe explores how people feel and respond to your pack and why and helping you to take the right steps to improve it. We also incorporate eye tracking to evaluate the visual impact and attention-grabbing qualities of the design (viz a viz competitor packs).

Packaging Solutions

Designed for brand owners and packaging design agencies, our range of pack development and testing services includes:

Health Checks – to benchmark your current packaging and to help guide re-design efforts to optimise sales. Includes our AI virtual Visual Attention Analysis to assess impact.

Pack Development and Discovery – Qualitative exploration to uncover opportunities and drive pack innovation. This also includes specific product claims, the hierarchy of messaging, brand and product cues etc. However, it also goes beyond this and looks at people's constantly changing attitudes regarding the environment and what constitutes green/eco-friendly packaging.

Packaging Communications - Knowing your product and the hierarchy of information is so important. You might have a great product, but if you are unable to convey that on your packaging (through the way and order in which you communicate) then no one will know and interest or sales will be adversely affected.

Full Pack Testing (PackProbe) – Quantitative System 1 led approach to optimising and validating pack designs (with optional eye-tracking). Can include; concept tests and price optimisation research.

Screening (PackProbe Lite) – A quick quantitative approach designed to test and screen multiple new packaging formats and designs. The focus is on covering a broad number of ideas rather than in-depth evaluation.

Predictive Eye tracking Visual Analysis

7 Functions of Packaging

  1. Attracting buyers' attention
  2. Quick and easy (brand) identification
  3. Protecting the goods inside (including freshness)
  4. Easy to open, use and re-seal
  5. Communicate product and brand
  6. Provide warranty, warnings, ingredients and usage information (e.g. recycling).
  7. Ultimately promote interest/purchasing

Packaging Testing Research

Pack Testing is one of the most powerful tools available to maximise sales and profits on your packaging – getting it right is crucial! Typically we would expect to see an uplift of 10% to 100% from optimised pack designs.

As a specialist packaging insights and design testing agency, Vision One has developed the tools, including our unique Peripheral Vision Test, to explore and optimise all key components of pack design. If you are interested in how our innovative pack testing research works then click on the PackProbe logo below or contact us using the form at the bottom of the page.


Our packaging expertise includes; Food and Drink, Toiletries and Cosmetics, Retailing and e-Commerce.

Client Examples

Branding and Packaging research can make or break a product, which is why research into the topic is vital. Follow in the footsteps of some of these leading brands who conducted research into their packets and never regretted it!

Kettle Vision One

I have thoroughly enjoyed working with Vision One. They are very helpful, knowledgeable and approachable. I would definitely recommend their services.

Huhtamaki Vision One

Lifting The Lid

Understanding customer perceptions on plastic lids and their tendencies to recycle

Brioche Pasquier Vision One

Baking For Success

Fresh insights into packaging design and messaging for the world’s largest Brioche brand

Hormel Vision One

Going Nuts

Developing the Brand Equity for the Skippy Peanut Butter brand

Washing Machines Need Love!

Developing and refining a new and successful laundry care product for European markets

Lindt Vision One

Pure Indulgence

Developing scrumptious new product ideas for the UK Chocolate Consumer

Let's have a Chat

If you are curious to know more about how we could work together, then please give call us to find out more about how our packaging research can transform your sales performance. Please call 0203 693 3150 or use the contact button below.