A product’s packaging impacts the consumer and influences their purchasing decision. Consumers are increasingly concerned about the environmental impact of the products they consume, and brands must react to the demands of their audience. To achieve this, a company’s brand manager must follow new trends to offer a product that meets the expectations of its target audience. Brands can achieve functional, attractive, and sustainable packaging, and it’s essential to conduct consumer tests on packaging concepts. Find out all the details!
What is a packaging test?
Throughout a consumer’s purchasing process, the last and big decision is takes place in front of the shelf with an evaluation of the product via its packaging design. Therefore, it’s essential to take care of the details 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, as well as being perceived as functional and practical. In addition, consumers increasingly value products that are environmentally friendly and 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.
The packaging test is a market study that is carried out to know the consumer’s opinion regarding the presentation of a product. By means of 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, monadic-sequential or comparative test to identify the packaging with the most significant potential.
What does the packaging test 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. The packaging test is a very important 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, Estrella Galicia’s new packaging has surprised consumers by being invisible. The brand has launched a new pack with sustainable packaging to reduce its carbon footprint by 40%.
When is a packaging test conducted?
Packaging tests are usually carried out before launching a product on the market in order 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 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 allows you to gather consumer feedback and involve them in the product creation process.
How to create a packaging test
Packaging testing can be done through market research, you 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
- On a scale of 1 to 10, how much do you like this [[PACKAGING / BOTTLE etc…]]?
- On a scale of 1 to 10, to what measure is this new packaging visually appealing?
- To what extent is it DIFFERENT from what you can find in your regular store?
- To what measure does this new packaging meet your wants and needs?
- To what extent would you be willing to buy this product if it were available in your regular store?
- 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.
Sustainable packaging examples at FMCG
Packaging is evolving towards a more sustainable trend, with eco-friendly packs created with sustainable materials. Not only are more and more brands committed to the green movement, but companies must also adapt to new legislation.
Some of the brands that have anticipated this regulation are Coca-Cola, which has incorporated into the market the container with a cap attached to the bottle, and Nespresso, that has joined the green movement by launching a new range of compostable coffee capsules for the home. Also for the home, ARIEL has just presented the first laundry care product with cardboard packaging and inclusive, as its packaging incorporates features that facilitate its use for people with mobility problems and those with some visual impairment.
The packaging test is a crucial sustainable packaging solution to test your packaging options with your audience. Access the Zinklar platform and get started today!