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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PERFECTING THE ART OF PACKAGING
A BRIEF INTRODUCTION TO

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PACK TESTING WITH
SYSTEM 1 THINKING

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? Is your packaging driving
value, sales and profit to
your product?
Yes
No
Don’t
Know
✓
✗
?

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On shelf, at the moment of
truth, your Packaging is the
embodiment of your BRAND,
PRODUCT and ADVERTISING

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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

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Most important of all your
designs need to work…
QUICKLY!
THE FIRST COMMANDMENT

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HOW PACKPROBE WORKS
AND HELPS BRAND OWNERS MAKE
THE RIGHT DECISIONS

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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

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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?

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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

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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?

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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!

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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

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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?
?

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“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

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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

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“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

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PERFECTING THE ART OF PACKAGING
Visit our website www.visionone.co.uk
or call 0203 693 3150 for more info