Package design testing: everything you need to know

Anna Raventós

What is package design testing?

Throughout the purchasing process, many decisions are made, although the last and great decision is made in front of the shelf, where the presentation of a product is part of it. Therefore, offering the public a good packaging design that is attractive, relevant, and different is necessary while being perceived as functional and practical. And the best way to ensure that your packaging meets the points mentioned above is to test your pack proposal with your target through the package design test.

Package Testing Template

Throughout a consumer’s purchasing process, the last and big decision takes place in front of the shelf with an evaluation of the product via its packaging design. Therefore, taking care of the details is essential to stand out, arouse the consumer’s interest and positively influence their purchase intention.

Insights and brand teams need to offer consumers attractive, relevant, and different packaging that is functional and practical. In addition, consumers increasingly value environmentally friendly products that are part of a circular economy. And the best way to ensure that your packaging meets the above points is to test your pack proposal with your target.

Researchers carry out packaging tests to know the consumer’s opinions regarding the presentation of a product. Utilizing a survey, the target public is asked to evaluate its format, materials, label, colors, visual impact, usability, etc. In this way, an offer can be validated or optimized to make it a success.

The consumer can evaluate a single packaging proposal or different alternatives through a monadic test to identify the packaging with the most significant potential.

Market research allows testing a product’s packaging and the consumer’s reaction to the concept, price, name, or claim, among others.

UK Sustainable Consumer Expectations report banner

What does the package design testing measure?

The packaging test is a study that allows knowing the strengths and weaknesses of a product’s packaging and the messages it conveys. Thanks to this technique, it’s possible to obtain consumer insights that allow knowing if the presentation of a product will have the desired success in the consumer.

This market research technique can measure several aspects of a product’s packaging, including its aesthetic appeal, usability, branding effectiveness, and ability to communicate important product information.

Why packaging design testing is important?

The packaging test is a significant study to avoid creating a product that fails because its presentation is inappropriate, doesn’t correspond to the brand image, or is different from what the target audience expects. Launching a product with the wrong packaging implies investing a lot of resources and effort to reverse the situation and improve the consumer’s opinion. It may also happen that the public needs time to adapt to the changes in a product. For example, AB InBev has launched a new circular packaging for the entire portfolio of beers from Budweiser Brewing Group that is now plastic-ring free.

When is a packaging test conducted?

Packaging tests are usually carried out after the design process and before launching a product on the market to evaluate and ensure the development and use of packaging on the future consumer, both for new products and for packaging redesigns. In this way, brands can analyze the performance of their offer and study the purchase motivation among the target audience, as well as possible optimizations and fine-tune before putting the product on sale.

The advantages of testing your packaging design with your target audience before launch are many:

  • Validate your packaging proposal
  • Optimize your product
  • Differentiate yourself from the competition
  • Know consumer preferences
  • Minimize risks
  • Reinforce brand recognition

In short, put the consumer at the center of your decision-making. The packaging test lets you gather consumer feedback and involve them in product creation.

How to create a packaging design test

Packaging testing can be done through market research. Researchers just have to choose the solution that best fits your needs. Some insights platforms such as Zinklar offer a packaging test template to create surveys easily and efficiently, obtaining the results in a few hours.

6 key questions for your packaging test

  1. On a scale of 1 to 10, how much do you like this [[PACKAGING / BOTTLE etc…]]?
  2. On a scale of 1 to 10, to what measure is this new packaging visually appealing?
  3. To what extent is it DIFFERENT from what you can find in your regular store?
  4. To what measure does this new packaging meet your wants and needs?
  5. To what extent would you be willing to buy this product if it were available in your regular store?
  6. What would you IMPROVE/CHANGE about this packaging?

Key indicators that will allow you to identify to what extent your packaging is sufficiently relevant and different to arouse consumer interest and persuade them.

The package design testing is a solution to test your products packaging options with your audience. Access the Zinklar platform and get started today!

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