How to evaluate the most popular packaging design

2022-08-03
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The research on how packaging design evaluates consumers shows that commodity promotion cannot rely solely on advertising. 80% of customers decide whether to buy or not after seeing the commodities in the market, and more than 50% of them make decisions under the influence of product packaging on supermarket shelves. The basic function of packaging is to convey information, because consumers usually do not take more than 8 seconds to make a decision whether to buy or not. Research also shows that changing packaging design can usually attract new consumers, but not all changes can have a positive effect. Therefore, a question is raised here: how should packaging design be evaluated in the face of consumers? It is difficult to evaluate complex packaging effectively only by personal experience and intuition. When a large number of products (including many similar products in the competition) are displayed on the shelves, there is a battle field between products. De grading amplification means that only a local parameter of the sensor amplifier can the consumer's response to the product packaging truly explain the problem. This kind of evaluation is the most real evaluation method

this is where the evaluation in some packaging R & D is at a loss. In addition, there are 11 mpg facilities under cooperation. Brand managers and packaging designers try to evaluate the impact of packaging in a non traditional competitive environment, just like guessing the meaning of a word that is not in a sentence

what we want is a good method that can simulate the real environment, so that the evaluation is closer to the real situation. The comprehensive performance of packaging design in the market can be measured from three aspects:

1. Visual impact, which measures the ability of packaging to stand out from the crowd on the shelf

2. Discovery: it determines how consumers can focus on the target packaging in many products

3. Imagery: it evaluates the thoughts and feelings conveyed by packaging

let's look at the two best evaluation methods: eye tracking and Internet-based survey. These two methods have advantages, but also pay attention to their potential disadvantages

method 1: eye tracking method

this method puts consumers in a realistic environment to investigate packaging design. The respondents observed the packaging placed on the shelf, and the researchers used passive devices to track the movement of their eyes. Researchers determine where their eyes go and how long they stay at a particular point. This measures the noticeability of a package

the eye tracking method has four advantages:

first, the sampling volume is larger than a certain group. This method allows brand managers and packaging designers to make statistical prediction through a large number of respondents' data, and the prediction is more accurate

second, it can actually reflect shopping behavior. Eye tracking method does not have the disadvantage that discussion or group dynamics have an impact on individual behavior

third, the place where eye tracking is used is the competitive environment in which many products on the shelf are launched together

fourth, eye tracking is more or less passive. It focuses on consumer reactions rather than consumer thoughts and opinions

however, the eye tracking method also has disadvantages: there is no definite evidence that the time of looking at a particular package is related to the sales volume or the overall impression of the package

when you stare at something carelessly, perhaps only a strange sound or thought can restore your consciousness. When you are doing eye tracking research, staring at something does not necessarily mean paying attention to it, that is, you do not necessarily have knowledge of it

in addition, the eye tracking method, like the focus group, usually requires a central location for investigation and research, so that the product itself will have some defects under the condition of ensuring drug safety. The fixed-point survey method will introduce the difference of population statistics and the deviation of geographical location, because the research of eye tracking method is only focused on a small number of sites. Participants may also exhibit significantly different characteristics from the general population

why does this happen? Because only certain types of people will go shopping, which is the most common place for fixed-point survey. Therefore, the respondents' responses may be very different from the target consumers of the product. At the same time, we should also consider the investigation itself. 1. The accurate and detailed impact of Jinan gold testing machine knowledge. Is it strange that there is a device measuring the movement of people's eyes in a shopping mall

the eye tracking method is similar to the group discussion method in that the presence of investigators will inevitably affect the respondent's reaction behavior

therefore, although the eye tracking method may be better than the group discussion method in packaging evaluation, the brand manager and packaging designer should carefully consider its limitations when using the eye tracking method. As far as the cost of eye tracking research is concerned, it is much higher than the group discussion method

method 2: Internet survey method

internet paved 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

brand managers can also use the Internet to create a competitive environment and exercise stricter time control over the respondents' observation of packaging

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 is to control the time the respondents watch the packaged images on the screen. The flashing of packaging pictures is a kind of visual memory test mirror (or Tachyon). It is an instrument that quickly projects a series of images onto the screen to test the ability of vision, memory and learning

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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