Studies have shown that product promotion cannot rely solely on advertising, 80% of customers decide whether to purchase after seeing the product in the market, and more than 50% of them are determined by the influence of product packaging on supermarket shelves. The basic function of packaging is to convey information, because consumers usually do not make more than 8 seconds to make a purchase decision. Research has also shown that changing packaging design often attracts new consumers, but not all changes will have a positive effect. Therefore, here is a question: How should packaging design be evaluated in the face of consumers?
Only relying on personal experience and intuition is difficult to effectively evaluate complex packaging. When many products (including many competing products in the competition) are displayed on the shelves, there is a battlefield between the products. Consumer response to product packaging can truly explain the problem. This kind of evaluation is the most realistic. Evaluation method.
This is exactly where the evaluation of some packaging developments is at a loss. Brand managers and packaging designers are trying to evaluate the impact of packaging in the absence of traditional competitive environment, just as it is difficult to guess the meaning of a word that is not in a sentence.
What we want is a good way of simulating a realistic environment so that the evaluation we get is closer to the real situation. The overall performance of packaging design in the market can be measured from three aspects:
1. Impact, which is a measure of the ability of a package to "stand out from the crowd."
2, Findability (Findability): It is to determine how consumers can focus on the target package in many products.
3. Imagery: It evaluates the "thought" and "feeling" conveyed by the package.
Let us look at two of the best evaluation methods: eye-tracking and Internet-based surveys. These two methods have advantages, but also pay attention to their potential shortcomings.
Method one: eye tracking method
The method is to put consumers in a realistic environment to examine the packaging design. The respondent observed the packaging placed on the shelf while the researcher used a passive device to track the movement of his gaze. Researchers determine where their eyes go and how long they stay at a particular point. This can measure the noticeability of a package.
The eye tracking method has four advantages:
First, the sample size is greater than the number of focused groups. This method allows brand managers and packaging designers to make statistical predictions from a large number of respondents' data, and the prediction is more accurate.
Second, it actually reflects shopping behavior. The eye tracking method does not have the disadvantages of discussion or group dynamics affecting individual behavior.
Third, the place where eyeball tracking is used is a competitive environment where many products on the shelves compete.
Fourth, the eye tracking method is more or less passive. Its focus is on consumer reactions rather than consumer ideas and opinions.
However, eye-tracking methods also have their drawbacks: There is no definitive evidence that the time the eyes have fallen on a particular package is related to the sales volume or the overall impression of the package.
When you carelessly look at something, there may be only a strange voice or thought that will make you regain consciousness. When you are doing eye-tracking research, you don’t have to pay attention to this thing when you look at something, that is, you don’t necessarily know something about it.
In addition, eye-tracking methods, like face-to-face focus groups, often require central locations for investigations and research, and these locations themselves have some drawbacks. The fixed-point survey method will introduce differences in demographic statistics and geographic locations because the eye-tracking study is only focused on a small number of locations. Participants may also exhibit significantly different characteristics from the general population.
Why does this happen? Because only certain types of people go to shopping malls - this is the most common place for fixed-point surveys. Therefore, the respondent's response may be very different from the target consumer of the product. At the same time, we must consider the impact of the investigation itself. Is there a device that measures the movement of people's eyes in a shopping mall?
The eye tracking method is similar to the group discussion method in that the existence of an investigator will inevitably affect the respondent's response behavior.
Therefore, in the packaging evaluation, although the eye tracking method may be better than the group interview method, the use of eye tracking method requires brand managers and packaging designers to carefully consider the limitations. For the cost of the eye-tracking study, it costs much more than the panel discussion.
(to be continued)
Only relying on personal experience and intuition is difficult to effectively evaluate complex packaging. When many products (including many competing products in the competition) are displayed on the shelves, there is a battlefield between the products. Consumer response to product packaging can truly explain the problem. This kind of evaluation is the most realistic. Evaluation method.
This is exactly where the evaluation of some packaging developments is at a loss. Brand managers and packaging designers are trying to evaluate the impact of packaging in the absence of traditional competitive environment, just as it is difficult to guess the meaning of a word that is not in a sentence.
What we want is a good way of simulating a realistic environment so that the evaluation we get is closer to the real situation. The overall performance of packaging design in the market can be measured from three aspects:
1. Impact, which is a measure of the ability of a package to "stand out from the crowd."
2, Findability (Findability): It is to determine how consumers can focus on the target package in many products.
3. Imagery: It evaluates the "thought" and "feeling" conveyed by the package.
Let us look at two of the best evaluation methods: eye-tracking and Internet-based surveys. These two methods have advantages, but also pay attention to their potential shortcomings.
Method one: eye tracking method
The method is to put consumers in a realistic environment to examine the packaging design. The respondent observed the packaging placed on the shelf while the researcher used a passive device to track the movement of his gaze. Researchers determine where their eyes go and how long they stay at a particular point. This can measure the noticeability of a package.
The eye tracking method has four advantages:
First, the sample size is greater than the number of focused groups. This method allows brand managers and packaging designers to make statistical predictions from a large number of respondents' data, and the prediction is more accurate.
Second, it actually reflects shopping behavior. The eye tracking method does not have the disadvantages of discussion or group dynamics affecting individual behavior.
Third, the place where eyeball tracking is used is a competitive environment where many products on the shelves compete.
Fourth, the eye tracking method is more or less passive. Its focus is on consumer reactions rather than consumer ideas and opinions.
However, eye-tracking methods also have their drawbacks: There is no definitive evidence that the time the eyes have fallen on a particular package is related to the sales volume or the overall impression of the package.
When you carelessly look at something, there may be only a strange voice or thought that will make you regain consciousness. When you are doing eye-tracking research, you don’t have to pay attention to this thing when you look at something, that is, you don’t necessarily know something about it.
In addition, eye-tracking methods, like face-to-face focus groups, often require central locations for investigations and research, and these locations themselves have some drawbacks. The fixed-point survey method will introduce differences in demographic statistics and geographic locations because the eye-tracking study is only focused on a small number of locations. Participants may also exhibit significantly different characteristics from the general population.
Why does this happen? Because only certain types of people go to shopping malls - this is the most common place for fixed-point surveys. Therefore, the respondent's response may be very different from the target consumer of the product. At the same time, we must consider the impact of the investigation itself. Is there a device that measures the movement of people's eyes in a shopping mall?
The eye tracking method is similar to the group discussion method in that the existence of an investigator will inevitably affect the respondent's response behavior.
Therefore, in the packaging evaluation, although the eye tracking method may be better than the group interview method, the use of eye tracking method requires brand managers and packaging designers to carefully consider the limitations. For the cost of the eye-tracking study, it costs much more than the panel discussion.
(to be continued)