Your package design plays a huge role in how well products sell. As such, companies will spend a good amount of time and money to determine how effective their packaging will be.

The research conducted will help you figure out if the packaging stands out, if it is functional, if it is cost-effective, and more. The data collected must provide as much insight as possible. That’s why it’s important that it is well done and thorough.

This article provides tips that will help you improve the research process so you end up with a great package design.

1) Work with Packaging Research Specialist

Many companies work with a research generalist during the research process. While a research generalist may provide insight, they won’t be as knowledgeable in your field as a package research specialist will be. A packaging research specialist will know more about industrial and graphic design and package engineering making them a better choice for the research stage.

2) Allow Consumer Interaction

During the research process, it’s essential to bring in participants that can interact with the packaging. Allow them to look at and feel the packaging and simulate use in a practical setting so you can ensure it will function well. Collect feedback on visual aspects. This hands-on research is more valuable than surveys conducted online.

3) Provide Prototypes for Testing

Once you get feedback from your test group, use it to make prototypes and retest them. People tend to be more reactive than creative. Therefore, you can’t rely on them to tell you what they would like from the packaging. It’s better to put it in front of them and see how they react to it.

4) Combine Qualitative and Quantitative Research

Qualitative research involves collecting non-numerical data to understand concepts and experiences. In the research process, it requires analyzing consumer reactions to see how your design stands up.

Quantitative research looks at numbers and may involve everything from costs to packaging and product shelf life to the percentage of people that were pleased or displeased with specific product features. Both must be integrated to come up with an accurate forecast of how your packaging will go over.

5) Other Tools to Integrate

In addition to in-person testing, other tools to integrate include digital ethnographies which provide teams with a fly on the wall perspective as to how people are interacting with products, in-person interviews which collect feedback, and lab testing which shows how packaging will react in a series of environments.

When you work with Lien Design, you can count on a rigorous testing process and an amazing packaging design will pass with flying colors. We conduct market research, lab testing and provide prototypes so you can count on an end product you will love. Our award-winning reputation speaks for itself.

Your package design is important. Don’t leave it to just anyone. Lien Design’s package design expertise will ensure your packaging does all it can to boost your business.