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Copyright	Vision	One	Research	2016	
PERFECTING THE ART OF PACKAGING
A BRIEF INTRODUCTION TO
Copyright	Vision	One	Research	2016	
PACK TESTING WITH
SYSTEM 1 THINKING
Copyright	Vision	One	Research	2016	
?	Is your packaging driving
value, sales and profit to
your product?
Yes	
	
	
No	
	
	
D...
Copyright	Vision	One	Research	2016	
On shelf, at the moment of
truth, your Packaging is the
embodiment of your BRAND,
PROD...
Copyright	Vision	One	Research	2016	
WHAT	MAKE	GREAT	PACKAGING	
THE	SIX	E’s	TO	SUCCESS	
1. EASY - Easy and quick to find on ...
Copyright	Vision	One	Research	2016	
Most	 important	 of	 all	 your	
designs	need	to	work…	
QUICKLY!	
THE	FIRST	COMMANDMENT...
Copyright	Vision	One	Research	2016	
HOW PACKPROBE WORKS
AND HELPS BRAND OWNERS MAKE
THE RIGHT DECISIONS
Copyright	Vision	One	Research	2016	
Our packaging research services…
1.  Development: Qualitative groups, depths and semio...
Copyright	Vision	One	Research	2016	
1. Peripheral Vision Test
Only 1-2% of our vision is sharp and the
vast majority of ou...
Copyright	Vision	One	Research	2016	
Our teabag case-study shows
that two brands when shown in
full detail (albeit very qui...
Copyright	Vision	One	Research	2016	
2. Discovery & Standout Tests
The speed at which shoppers can find
your product is a st...
Copyright	Vision	One	Research	2016	
PackProbe tests designs on grey
background for more accurate
assessment of real- life ...
Copyright	Vision	One	Research	2016	
PackProbe provides greater
realism with interactive virtual
shelf displays
Respondents...
Copyright	Vision	One	Research	2016	
3. KEY COMMUNICATION ELEMENTS
•  Does your packaging have a clear
communication hierar...
Copyright	Vision	One	Research	2016	

“An industry leading product”

R e c e n t w i n n e r s o f t h e
2 0 1 5 F S B I n ...
Copyright	Vision	One	Research	2016	

K e y F e a t u r e s i n a N u t s h e l l
•  Designed for System 1 thinking
•  Phot...
Copyright	Vision	One	Research	2016	
“Vision One’s innovative PackProbe is a powerful
marketing tool that ensures any pack ...
Copyright	Vision	One	Research	2016	
PERFECTING THE ART OF PACKAGING
Visit our website www.visionone.co.uk
or call 0203 693...
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Introduction to Vision One's Packprobe Packaging Research Tool

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PackProbe is an industry leading Pack testing tool from packaging design market research company Vision One Research (UK). It has a range of innovative features which are discussed here, including their Peripheral Vision test.

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Introduction to Vision One's Packprobe Packaging Research Tool

  1. 1. Copyright Vision One Research 2016 PERFECTING THE ART OF PACKAGING A BRIEF INTRODUCTION TO
  2. 2. Copyright Vision One Research 2016 PACK TESTING WITH SYSTEM 1 THINKING
  3. 3. Copyright Vision One Research 2016 ? Is your packaging driving value, sales and profit to your product? Yes No Don’t Know ✓ ✗ ?
  4. 4. Copyright Vision One Research 2016 On shelf, at the moment of truth, your Packaging is the embodiment of your BRAND, PRODUCT and ADVERTISING
  5. 5. Copyright Vision One Research 2016 WHAT MAKE GREAT PACKAGING THE SIX E’s TO SUCCESS 1. EASY - Easy and quick to find on shelf 2. EYE-CATCHING - Have strong visual and design cues 3. ENHANCE BRAND - Create the right brand values/image 4. EDUCATIONAL - Tell a strong product story & proposition 5. ENVIRONMENT - Be sustainable and environmental 6. EMOTION - Develop an emotional hook and Desire
  6. 6. Copyright Vision One Research 2016 Most important of all your designs need to work… QUICKLY! THE FIRST COMMANDMENT
  7. 7. Copyright Vision One Research 2016 HOW PACKPROBE WORKS AND HELPS BRAND OWNERS MAKE THE RIGHT DECISIONS
  8. 8. Copyright Vision One Research 2016 Our packaging research services… 1.  Development: Qualitative groups, depths and semiotics to understand the market and customers packaging needs and review competitor offerings 2.  Screening PackProbe Light – low cost concept design screening 3.  Full Evaluation PackProbe to explore and measure the efficacy of a pack design (Vs old or competitor packs) with virtual interactive shelf
  9. 9. Copyright Vision One Research 2016 1. Peripheral Vision Test Only 1-2% of our vision is sharp and the vast majority of our peripheral vision is blurred, yet we subconsciously use this to help us find and detect products. (Our peripheral vision is inherent to our survival as a species, and used to detect impending threats and dangers) A product that can work in our peripheral vision is quicker and easier to find and at a big advantage Did you recognise this leading brand of teabags?
  10. 10. Copyright Vision One Research 2016 Our teabag case-study shows that two brands when shown in full detail (albeit very quickly) were equally recognised and identified by virtually all consumers However, when testing the b r a n d s b l u r r e d , C l i p p e r p a c k a g i n g f a i l e d t o b e recognised 0 10 20 30 40 50 60 70 80 90 100 PG Clear PG Blurred Clipper Blurred Clipper Clear
  11. 11. Copyright Vision One Research 2016 2. Discovery & Standout Tests The speed at which shoppers can find your product is a strong indication of how it will perform. Products that are quicker to find typically show increased sales. How quickly can you find your favourite cereal?
  12. 12. Copyright Vision One Research 2016 PackProbe tests designs on grey background for more accurate assessment of real- life performance. When shopping a fixture, the displays are not white – so why do we show packs against a white background? (We recommend 18-25% grey) THE WORLD IS NOT BLACK OR WHITE…. IT’S GREY!
  13. 13. Copyright Vision One Research 2016 PackProbe provides greater realism with interactive virtual shelf displays Respondents are able to: 1.  Pick up and examine each product in greater detail (zoom and rotate) 2.  A d d p r o d u c t s t o t h e i r shopping basket Realistic Shopping Experiences The _me taken to find item(s) can be recorded to measure the speed at which products can be found
  14. 14. Copyright Vision One Research 2016 3. KEY COMMUNICATION ELEMENTS •  Does your packaging have a clear communication hierarchy? •  Is the information quick and easy to understand? •  What product characteristics is the pack conveying? •  How does your pack compare with competitors or alternative designs? ?
  15. 15. Copyright Vision One Research 2016 “An industry leading product” R e c e n t w i n n e r s o f t h e 2 0 1 5 F S B I n n o v a t i o n A w a r d
  16. 16. Copyright Vision One Research 2016 K e y F e a t u r e s i n a N u t s h e l l •  Designed for System 1 thinking •  Photo realistic shelf displays under time pressure •  Grey backgrounds for more true to life context •  Peripheral Vision Test •  Recognition and memory test (incl. branding) •  Pack Hierarchy evaluation •  Emotional engagement test •  Product messaging and takeout & benchmarking
  17. 17. Copyright Vision One Research 2016 “Vision One’s innovative PackProbe is a powerful marketing tool that ensures any pack design is optimized against the key variables for both category and brand that we test against. Getting your pack right means far less investment in other more expensive areas of the communications mix improving your overall marketing ROI. It has become an intrinsic part of our NPD process ensuring all our packaging designs are optimised in meeting target consumer needs/triggers for purchase” MD - GLOBAL DRINKS BRAND
  18. 18. Copyright Vision One Research 2016 PERFECTING THE ART OF PACKAGING Visit our website www.visionone.co.uk or call 0203 693 3150 for more info

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