Packaging Research

Packaging Design Research

Packaging Testing Vision One

Optimise your product and sales through effective, innovative Packaging Research

Packaging Research Agency Vision One

Packaging Research Promotes Your Product Properly

As a brand owner, you know that packaging design and communications are your most powerful marketing tools. Packaging is particularly important at the point of purchase (POP) and is sometimes described as the ‘Moment of Truth’ – where Shelf Visibility and product recognition become the key drivers for brand success.

To us, it’s about seeing through the eyes of the shopper. Therefore using the latest packaging research tools to help you understand how your customers interact with your packaging, how they perceive its visuals, its messaging and its functionality. It’s about digging deep to produce real insight that reveals clear opportunities to refine 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.

Our Packaging Research Tool PackProbe

At Vision One, we like to break new ground and provide a deeper level of insight for our clients. That’s why we developed our market-leading packaging testing tool PackProbe. It’s an emotion-based packaging evaluation methodology with System 1 thinking. This innovative approach to packaging testing mimics real-time shopping experiences by asking people to make a selection from an interactive virtual shelf – under time-pressure conditions.

PackProbe explores how people feel and how they respond to your pack. Crucially, it gives you the insight to spot areas of weakness so you can make improvements – before launch. We also incorporate eye tracking to evaluate the visual impact and attention-grabbing qualities of your packaging design (in isolation and compared to competitor packs).

Our Incredible Feedback

“The team were a pleasure to work with. They went above & beyond to deliver an answer to our business issue with tight deadlines and an even tighter budget! I look forward to working with them again!”

Heineken Logo

“Thanks guys for helping to build and shape the
Dr Beckmann brand.
Long may it continue!”

Dr Beckmann Logo

“Vision One supported me with independent product testing featuring Simoniz & competitors, with the aim of being able to go to the market raising awareness of Simoniz performance vs competitors”

Holts logo

“From enquiring about our research project they sought to really understand our questions and needs. Results were delivered really quickly, managers were friendly, professional & always on hand.”

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Packaging Research Solutions

Designed for brand owners and packaging design agencies, our range of agile pack development and testing services caters for both ongoing projects and quick turnaround, cost-effective approaches. We adapt our approach to meet your timeline and budget – providing key insight without compromising on accuracy or value:

Health Check Vision One
Packaging Development Research Vision One
Packaging Communication Research Vision One
Packaging Design Research Vision One
Packaging Screening Research Vision One
Health Checks

To benchmark your current packaging and to help guide re-design efforts to optimise sales. Includes our 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 delves deeper to look at consumers evolving attitudes to 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 aren’t clearly conveying your key messages through your packaging’s visuals and content, then it’s not going to perform well on the shelf.

Full Pack Testing

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


A quick, cost-effective quantitative approach designed to test and screen multiple new packaging formats and designs. This more agile approach covers a broad number of ideas, rather than in-depth evaluation.

Our Clients

6 Functions of Packaging

Attract Buyers Attention Vision One

Attracting buyers’ attention

Brand Identity Vision One

Quick and easy (brand) identification

Protect Your Goods Vision One

Protecting the goods inside (including freshness)

Easy to Open Vision One

Easy to open, use and re-seal

Detailed Packaging Vision One

Provide warranty, warnings, ingredients and usage information (e.g. recycling).

Product Interest Vision One

Ultimately promote interest/purchasing


Packaging Testing Research

Pack Testing is one of the most powerful tools available to maximise your packaging’s sales and profits – 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 market-leading tools, including our unique Peripheral Vision Test, to explore and optimise all key components of pack design. If you’d like to explore how our innovative pack testing research works, please just click on the PackProbe logo below or contact us using the form at the bottom of the page.

Meet our Packaging Experts

Alex Brown Head of Operations Vision One
Alex Brown

Director of Insights

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Kendra Furey Client Success Manager Vision One
Kendra Furey

Head of Client Success

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Adam Lunt Client Development Manager Vision One
Adam Lunt

Head of Client Development

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If you are curious to know more about how we could work together, or how our insights can grow your business, then please give call us on 0203 693 3150 or use the contact button below.