Note: This article was originally published in Packaging Digest on April 18, 2017
When it comes to testing new packaging concepts or designs, the highest quality research and the most actionable insights must start with a good test. Over the years, we have found that the most successful projects keep a few simple things in mind, especially as it relates to eye tracking tests.
Thinking about the test itself as its own design project is directly related to how successful the test will be. Package tests for new-to-market or concept products are standard practice for new products, new planograms or existing products that are experiencing competition from emerging brands. Package tests can benefit greatly from an eye tracking methodology that allows the client to understand how their packaging design performs in terms of consumer attention in the retail aisle.
Let’s look at some key considerations for fielding research as it relates to package testing.