Marketing companies receive more analytical data today than ever before.
Digital analytics mean that the modern marketing company is constantly getting new data and adjusting accordingly. However, there is still very much a need for real-world product testing.
Real marketing data is especially important when it comes to the look and feel of your product’s packaging. Packaging testing is a great way to gain key insights into the ways consumers view your products. Knowing what your consumer wants is a great way to keep them coming.
It is vital to understand what consumers want and why. Here are 5 key benefits for performing real-world packaging design testing:
What is Packaging Testing?
Before we jump into the benefits, it is important to understand what exactly package design testing actually is. Simply put, package design testing is when you ask your target audience to review several potential packaging designs. Their honest feedback is vital.
The purpose of this testing is to determine which design your target demographic finds most appealing. Generally, the most appealing design will be the one that encourages the most sales of your product. After all, people are drawn to what they find attractive.
Your product’s packaging acts as your sales force. It draws in consumers, enticing them to buy your product. That’s an important function that should be backed up with plenty of research. Packaging testing helps you understand three key factors about your packaging design:
- Eye-Catching Ability
- Functionality and Innovation
- Packaging that Fits the Product
The advantages of this kind of testing are numerous. Your product and its packaging go hand-in-hand. Here are 5 reasons to perform package design testing:
1. Optimized Design
Whether you are making a brand-new design or upgrading an old one, it’s still important to get consumer feedback. The consumers in your testing class will provide honest feedback. Sometimes, that means important constructive criticism.
If you really want an optimized packaging design, it’s important to hear what the consumer has to say. They can provide you with detailed feedback you won’t get from projection maps and number crunchers.
The packaging is usually the first impression your product makes on a consumer. It has to be able to convey the value of your product and company. Optimized packaging design can present everything a consumer needs to know about your product.
During testing, real consumers from your target audience have the opportunity to let you know what’s appealing to the eye. It has been proven that consumers are more likely to purchase something they find appealing. Testing can make sure your product is one that stands out.
2. Hard Data
It’s difficult to argue with hard numbers and proven facts. During the packaging design phase, your design team may be left with some hard choices. Obviously, personal opinion from your team is hardly the best way to find what actually works for your product.
By doing product design testing, however, you can get real-world data. This can inform your team what consumers in your demographic actually want.
Your team won’t need to argue over design when consumer feedback is right there, written in black and white. Hard data can help your team determine the effectiveness of your design.
3. Demographic Understanding
Different products serve different consumer demographics. It can be useful to understand how people from any number of demographics view your product. Often times, the product’s packaging is a key factor in determining the way consumers feel about it.
In-depth packaging design testing can help you to understand how your product is viewed across multiple demographics. It can also ensure you’re reaching your target audience. Or, in some cases, it may even help you determine what your target audience is.
4. Set Apart from Competition
For many consumers, product packaging can get monotonous. Your product could get lost in a sea of indistinguishable product design. Consumers could lose interest in seeing the same thing over and over again and end up totally disregarding your product.
Packaging design testing helps you determine exactly what marketing trends consumers have grown weary of. Testing can reveal what exactly consumers want to see. Then, you can relate consumer wants to your company’s values.
Now, thanks to testing, you have a packaging design that sets your product apart. Consumers are more likely to be drawn to a unique design, especially one that communicates value.
5. Fast Decision-Making
Frequent data collection from constant market research means your company is always at the cutting-edge. When marketing trends shift, you’ll know about it.
If you’re running your own packaging tests, you’ll be able to make lightning-fast decisions. The best part is you won’t have to wait for industry insights. That means your company could be reacting quicker than everyone else.
Again, this ability to stay on top of the trends could set your product apart. When your packaging is at the cutting edge, so is your product.
Types of Packaging Design Tests
Companies can employ various types of design tests to get the best market research. Your tests should be focused on tailoring the design to your target audience. To do this, there are several techniques that can be employed in both the marketplace and in smaller controlled study groups.
A/B testing is an inexpensive and easy way to compare two different packaging designs. If your company has narrowed it down to two options, this can be a great way to decide which is the better of the two. Using one or more test groups of consumers in your target demographic, you can decide which design has the upper-hand.
This type of testing is limited in scope, however. Since A/B testing can only help in deciding between two types of designs, you’ll need a different technique when you have more design samples to choose from. Surveys or thorough interviews with controlled groups can be useful when narrowing down your design choices.
Of course, controlled study groups are a useful way to gain marketing insight with particular demographics of your choosing. However, real-world marketing research can be invaluable. If your company has the resources, it can sometimes be helpful to release different designs into the wild to determine which ones general audiences prefer.
Getting Tests Done
If your company is ready to get hard-data and perform packaging testing for your products, visit this website. Here, you can find everything you need to make sure your product stands apart.