Packaging That Sells: How Testing Your Packaging Design Can Make or Break Your Product

First impressions matter. Especially when deciding which product to choose at the store. Product packaging is more than just a container – it’s a key driver to consumer decisions. Since packaging designs hold such an important part of the decision-making process, package design decisions deserve to be thoroughly thought through and researched. In this article we will discuss the benefits of testing different packaging and the risk if you decide to move forward without testing.

Why It’s a Deciding Factor

Product packaging is the first thing a consumer sees when they walk past your product in the store or while scrolling on social media. It influences consumer perception, trust, and purchase behavior. Many markets have been recently flooded with dups and similar products, so packaging is more important than ever. The psychology behind even the smallest things such as fonts, colors, and designs can make or break a purchase decision.

It's nice to change up the original design of well known products and test the waters, but sometimes too much change is not the answer. Brands, such as Tropicana, have updated their bottle shape and label all at once allowing for a lot of consumer confusion when they were unable to find their iconic plastic bottle shape and logo in stores. Sales dropped because of their intense change of too much at once.

The same could be said for newer brands who want to stand out on the market but end up confusing consumers on the purpose of their products because they attempt to differentiate too much from competitors deterring purchasers.

All of these are variables that can be avoided if the proper package testing is deployed.

The Benefit of Testing Before Product Launch

Pitching a package to a boardroom isn’t the same as actually testing it with real consumers. A proper package test gives you real feedback from the people who matter most, your customers, whereas a boardroom discussion is just internal opinions that might not match your shoppers’ opinions. Being able to test a product’s packaging before launch allows you to eliminate any guesswork of how consumers will resonate with the product.

At  Lab42 we conduct monadic or sequential tests that include key package performance metrics like appeal, uniqueness, noticeability, package perceptions and messages as well as intent to purchase. While purchase intent may seem to be the most important metric, it’s not the whole picture.

Consumers may think they know which product they are most likely to purchase, but understanding a product’s appeal, distinctiveness, and standout features is just as crucial in predicting the success of your product’s packaging.

The Cost of Launching Without Testing

If you decide to launch packaging without testing, you take a risk of low sales and negative press. Also, you risk confusing customers with either the design or not properly calling out the key benefits or variables of your product. This is a costly mistake that can set back your company financially and reputationally – especially if it’s a new and emerging brand.

Product packaging can make or break a product and is not something that should be taken lightly. Running a package test allows you to gain a better understanding of which parts of the packaging are liked and what still needs some work. Additionally, it’ll allow you to see which aspects of your product are the most  liked and motivating.

Spending the time and money on a package test is certain to save you money in the long run.