Optimising sales through Packaging Design
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, ethnography, futurology, shopping, studies, eye-tracking to larger quantitative testing. 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.
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).
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.
- 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.
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!
I have thoroughly enjoyed working with Vision One. They are very helpful, knowledgeable and approachable. I would definitely recommend their services.
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