Package testing is a study aiming to reveal the reaction and perception of a consumer to a new package of goods.
Package testing
Research of consumer perception
of a product packaging
Package is tested on representatives of the target audience, which are selected by geographic, socio-demographic, behavioral and other characteristics in accordance with the profile of the target audience of the brand. Depending on the goal and objectives, the research method is to be selected (hall-test, focus groups,in-depth interviews).
During package testing, as a rule, the following objectives are pursued:
- Identify informative parameters;
- Determine if the package matches product functionality;
- Determine if the package matches brand image;
- Assess the overall attractiveness of the package for consumers.
Informative parameters include:
- Attitude to package design;
- Informativeness and readability of the inscriptions;
- Conformity of package with product concept.
Functional parameters:
- Ease of use / storage / transportation;
- Package safety;
- Conformity of package with product concept.
Image characteristics:
- Emotional and visual perception of the package by consumers;
- Name memorability;
- Attractiveness of the package in relation to competitors, visibility on the shelf;
- Perception of the package image in comparison with competitors;
- Associativity level.
The most common techniques for package testing are:
- Free association method;
- Projective techniques;
- Comparison of tested packaging with competitors;
- Semantic differential;
- Check the readability of the text;
- Check the readability of the key message implemented in the package design;
- Price associations (expensive / cheap product packaging), etc.
During package testing the product itself is often being tested, as well as the brand name, which allows to evaluate the perception of the presentation of the product in complex. According to the results of the study, the manufacturer can, if necessary, modify the packaging, based on the received detailed recommendations from consumer preferences found during package testing.
