FIND OUT HOW CUSTOMERS INTERACT WITH YOUR PACKAGING IDEAS AND HOW TO CHANGE DESIGNS TO MAKE THEM MORE EFFECTIVE!
Changing packaging design is a complicated and risky task for product manufacturers. Marketing teams communicate their ideal vision of the packaging design to a designer, who then goes away and develops a few options for clients to choose from. However, this process assumes that both parties have completely understood the needs of the project and have the same objective in mind. Where the process fails most often, is that both marketing teams and designers are not the intended target audience for the product. This results in packaging designs or multiple changes that don’t end up meeting the consumer’s needs and wants.
The process of packaging design change usually involves a screening process, where a larger number of designs are presented by the designer and these are then whittled down until a few final designs are chosen, based on the preferences of the marketing team or management. Packaging needs to be evaluated through the eyes of the consumer buying or using the product. Therefore, we recommend the ideal research approach, which looks at packaging from the consumer perspective, including several phases.
When the decision has been made, to change packaging designs – the consumer’s input must be gained from very early stages. These initial stages of research must identify the elements that consumers absolutely cannot go without seeing on a product, for instance, what are the recognition triggers of the brand e.g. Chappie the chipmunk on Chappies, tomatoes on tomato sauce or the enzyme on Ariel washing powder, etc. In some cases, a colour suggests that this is the original product, for example, the blue on Surf washing powder and the red & black for Black cat peanut butter.
Once the recognition triggers are identified, we can reduce the risk of packaging design changes quite substantially. The next step is to filter through packaging designs, in order to get to the most effective designs, those that communicate the brand values and overall message most accurately. This usually consists of quantitative interviews, where consumers can provide an opinion on individual packaging designs.
Our questions are structured to gather not only if the consumer likes the packaging, but also what they feel the packaging is communicating about the brand.