Introduction to Vision One's Packprobe Packaging Research Tool

CopyrightVisionOneResearch2016

PERFECTING THE ART OF PACKAGING

A BRIEF INTRODUCTION TO


PACK TESTING WITH SYSTEM 1 THINKING


?Is your packaging driving value, sales and profit to your product?

YesNoDon’tKnow

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On shelf, at the moment of truth, your Packaging is the embodiment of your BRAND, PRODUCT and ADVERTISING


WHATMAKEGREATPACKAGINGTHESIXE’sTOSUCCESS

1. EASY - Easy and quick to find on shelf 2. EYE-CATCHING - Have strong visual and design cues 3. ENHANCE BRAND - Create the right brand values/image 4. EDUCATIONAL - Tell a strong product story & proposition 5. ENVIRONMENT - Be sustainable and environmental 6. EMOTION - Develop an emotional hook and Desire


Most important of all yourdesignsneedtowork…

QUICKLY!

THEFIRSTCOMMANDMENT


HOW PACKPROBE WORKS AND HELPS BRAND OWNERS MAKE

THE RIGHT DECISIONS


Our packaging research services…

1.  Development: Qualitative groups, depths and semiotics to understand the market and customers packaging needs and review competitor offerings

2.  Screening PackProbe Light – low cost concept design screening

3.  Full Evaluation PackProbe to explore and measure the efficacy of a pack design (Vs old or competitor packs) with virtual interactive shelf


1. Peripheral Vision Test Only 1-2% of our vision is sharp and the vast majority of our peripheral vision is blurred, yet we subconsciously use this to help us find and detect products. (Our peripheral vision is inherent to our survival as a species, and used to detect impending threats and dangers)

A product that can work in our peripheral vision is quicker and easier to find and at a big advantage

Didyourecognisethisleadingbrandofteabags?


Our teabag case-study shows that two brands when shown in full detail (albeit very quickly) were equally recognised and ident ified by v i r tua l ly a l l consumers

However, when testing the b r a n d s b l u r r e d , C l i p p e r p a c k a g i n g f a i l e d t o b e recognised

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PGClear

PGBlurred

ClipperBlurred

ClipperClear


2. Discovery & Standout Tests The speed at which shoppers can find your product is a strong indication of how it will perform.

Products that are quicker to find typically show increased sales.

Howquicklycanyoufindyourfavouritecereal?


PackProbe tests designs on grey background for more accurate assessment of real- life performance.

When shopping a fixture, the displays are not white – so why do we show packs against a white background? (We recommend 18-25% grey)

THE WORLD IS NOT BLACK OR WHITE…. IT’S GREY!


PackProbe provides greater realism with interactive virtual shelf displays

Respondents are able to: 1.  Pick up and examine each

product in greater detail (zoom and rotate)

2.  A d d p r o d u c t s t o t h e i r shopping basket

Realistic Shopping Experiences

The_metakentofinditem(s)canberecordedtomeasurethespeedatwhichproductscanbefound


3. KEY COMMUNICATION ELEMENTS •  Does your packaging have a clear

communication hierarchy?

•  Is the information quick and easy to understand?

•  What product characteristics is the pack conveying?

•  How does your pack compare with competitors or alternative designs? ?


“An industry leading product”

R e c e n t w i n n e r s o f t h e 2 0 1 5 F S B I n n o v a t i o n

A w a r d


K e y F e a t u r e s i n a N u t s h e l l •  Designed for System 1 thinking •  Photo realistic shelf displays under time pressure •  Grey backgrounds for more true to life context •  Peripheral Vision Test •  Recognition and memory test (incl. branding) •  Pack Hierarchy evaluation •  Emotional engagement test •  Product messaging and takeout & benchmarking


“Vision One’s innovative PackProbe is a powerful marketing tool that ensures any pack design is optimized against the key variables for both category and brand that we test against. Getting your pack right means far less investment in other more expensive areas of the communications mix improving your overall marketing ROI. It has become an intrinsic part of our NPD process ensuring all our packaging designs are optimised in meeting target consumer needs/triggers for purchase”

MD - GLOBAL DRINKS BRAND


PERFECTING THE ART OF PACKAGING

Visit our website www.visionone.co.uk or call 0203 693 3150 for more info

Introduction to Vision One's Packprobe Packaging Research Tool

Marketing