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Packaging Concept Testing

2 min read

Packaging Concept Testing

Packaging plays a crucial role in shaping consumer perceptions and influencing purchase decisions. At Fluid, we offer comprehensive packaging concept testing services to ensure that your design not only grabs attention but also aligns with your brand values and resonates with your target audience.

Packaging plays a crucial role in shaping consumer perceptions and influencing purchase decisions. At Fluid, we offer comprehensive packaging concept testing services to ensure that your design not only grabs attention but also aligns with your brand values and resonates with your target audience. Our approach combines qualitative and quantitative research to provide a thorough analysis of packaging performance.

Initial Visual Audits

We start with initial visual audits that could involved utilising a broad range of tools to understand the impact of a pack against its competitors. Distinctive brand assets such as colour, hierarchy, pack shape all have to be assessed and understood before making changes to the design. For instance, during our work with Black Swan Batched, we conducted VAS market research to evaluate their original minimalist design. Through rigorous testing of different packaging concepts, we introduced more vibrant elements, such as illustrations of key ingredients, which significantly improved shelf presence and consumer engagement.

Combining Visual Attention and Qualitative Insights

While Visual Attention Score (VAS) provides powerful data on visual engagement, we complement it with qualitative research to gather deeper consumer insights. Fluid offers both online and in-person focus groups, as well as qualitative surveys, to test how audiences respond to packaging concepts. These qualitative methods allow us to explore consumer preferences and behaviours in greater depth, offering a fuller picture of how a design performs beyond its visual impact.

Qualitative focus group surveys are the unsung heroes of market research. While quantitative surveys can reveal trends, focus groups provide essential context. Behind every data point, there’s a person with a story. Focus groups put a face and a voice to these numbers, making them relatable and actionable. They serve as the bridge between spreadsheets and real-life consumer experiences.

Using designated focus group spaces or online calls, our teams can watch or stream real audience members giving their honest opinions on brand stimuli. Fluid can facilitate these groups and utilise evening recordings with AI transcriptions to create comprehensive reports that highlight positive, neutral, and negative affinities with various stimuli. This process demonstrates which packaging elements are the most memorable, engaging, and drive the largest purchase intent. The premise of focus group testing is to identify a high number of divergent ideas. Our facilitators actively work to ensure that participants feel comfortable providing their insights and opinions on concepts. This environment encourages open discussion, leading to valuable feedback that can guide design refinements.

For example, during the packaging design process for Great Northern, we used qualitative focus groups to explore which packaging concepts resonated most with primary beer-drinking audiences. By combining VAS data with consumer feedback from these sessions, we refined the final packaging to not only stand out visually but also communicate the brand’s values effectively.

Ensuring Production-Ready Design

Beyond the design phase, Fluid’s expertise in Packaging Artwork ensures that the technical aspects of the design are optimised for production. We guarantee that the chosen design translates effectively across different formats and materials, maintaining brand consistency while meeting industry standards. This attention to detail helps ensure that preferred concepts can be converted into artwork without significantly impacting manufacturing processes.

At Fluid, we believe that effective packaging is more than just aesthetic appeal; it’s about functionality, consumer engagement, and alignment with your brand’s message. Through our packaging concept testing service, you can be confident that your design will not only look beautiful but also resonate with your audience and stand out in a crowded market.

With our combined expertise in VAS, qualitative research, and technical production, Fluid provides a complete solution for brands looking to optimise their packaging and maximise their in-store impact. Let us partner with you to elevate your packaging strategy, ensuring it is not only visually striking but also deeply connected to consumer needs and market demands.

© Fluid 2001-2024. Fluid is a registered trademark of Fluid Group Pty Ltd. Terms of use. Privacy policy

© Fluid 2001-2024. Fluid is a registered trademark of Fluid Group Pty Ltd. Terms of use. Privacy policy