How to evaluate the hottest packaging design to co

2022-07-31
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How to evaluate packaging design to consumers (Part 2)

method 2: Internet survey method

internet paves a new way for packaging market research. Many traditional offline investigation methods have been transferred to the Internet for investigation. It took about 20 years for the interview survey method to replace the on-site face-to-face interview method, while it took less than 5 years for the Internet survey method to become a widely accepted method

the following five factors make the Internet a data collection tool:

1. The cost of each survey visit is relatively low, especially the survey of a large number of samples

2. Data collection is faster. Internet survey method is 25% to 75% faster than traditional survey technology in time

3. Professional survey access weight technology can eliminate potential sample bias

4. It is more difficult to conduct the interview, and more and more people do not accept the investigation for call shielding and registration, which has become the biggest problem of the interview

5. Fewer and fewer shopping malls provide survey sites. This trend makes offline survey expensive and low reliability

when using Internet method to evaluate packaging design, it has the advantages of high speed, low cost, wide geographical distribution and no investigator bias

brands with low noise and stable operation can also use the Internet to create a competitive environment and exercise more strict time control over the observation and packaging of the respondents. In the process of packaging design, to evaluate the visual impact of packaging on consumers, a successful investigation project has at least two prerequisites: first, a "real" packaging image; Second, there is an immersive feeling, that is, there is a process like the customer sees the packaging in the store

Harris Interactive, an American market research enterprise, recently developed a new interactive tool, shelf impact, which uses a special image file to make the image very clear even if it is very small. With this effective tool, the above two goals can be achieved

in the page, products of various competitive brands are placed on the shelf at the same time. Consumers observe the packaging as if they were buying products in a store. Such surveys save money and time, and do not require sites

shelf impact technology in addition to special image files, another important technology with 20% glass fiber as reinforcement is to control the time for respondents to watch packaged images on the screen. The "flicker" of packaging pictures is a bit like a visual memory test mirror (or visual velocimeter). We want to make this project a thermoplastic pipe - balloon tube, 3-layer tube, multi cavity tube, braided tube, heat shrinkable tube, post-processing - tip, flaring, printing and other methods - an instrument that quickly projects a series of images onto the screen to test vision, memory and learning ability

The working process of the shelf impact technology is as follows:

first, the respondent visited the page and spent a short time checking the packaging on a shelf; Next, the computer screen displays all the packages and prompts the respondents to recall and identify as many packages as possible

the second process is called discovery capability. It determines how easy it is for respondents to point out the position of a package among many competitors

the respondent previews the image of a single package, and then the screen flashes the package of a shelf, including the package of the target brand. Next, the respondent saw an empty shelf with corresponding grids, and asked the respondent to put the packaging of the target brand into the corresponding position on the shelf

The last aspect of shelf impact is imagery. Measure the attributes of the package, the respondents' likes, dislikes and interest in buying

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