affinnova’s design audit
•
Reveals consumer perceptions
of packages
•
Provides design brief guidance
for new product packaging or
refreshes
•
Answers the following key
questions:
– Does your packaging stand out on
the shelf or is it being overlooked?
– Is the pack reinforcing the brand
character or diminishing it?
– What opportunities are there to
differentiate your brand or improve
your design?
– When packages change in your
category, what’s the impact
for your brand?
how it works
Consumers are asked to
evaluate packaging through
a series of exercises online.
A
Half of consumers were only
asked personality questions
about brand names (A)
The other half were only
asked personality questions
about the designs (B)
Brand Personality Exercise
Eye Tracking Shelf Exposure
B
3x
Word Association Exercise
Click & Comment Exercise
Pack Personality Exercise
what you learn
The resulting insights allow
brands to compare and
evaluate their packaging
against competitors based
on shelf stand out, pack
personality and consumer
likes and dislikes of specific
design elements.
Shelf Standout Performance
Design Personality Profile
(from eye tracking exercise)
(from pack personality exercise)
Open-end Word Associations
Design Likes & Dislikes
Design vs. Brand Personality
(from word association exercise)
(from click & comment exercise)
(from brand and pack personality exercises)
Packs included in pet category analysis
France Wet Cat
US Wet Cat
US Dry Dog
10 packs
October 2013
600 base size
12 packs
August 2013
600 base size
12 packs
August 2013
600 base size
Use large (real) pet images to set your pack apart.
Large pet images attract more attention than small images,
or no image at all.
AVERAGE INDEXED SHELF
IMPACT OF PACKAGING BASED
ON WEB CAM EYE TRACKING
FINDINGS BASED ON ALL
PACKS INCLUDED IN THE
STUDY
VISIBILITY: Percent of
consumers looking at the
design in the first 4 seconds
SHARE of ATTENTION:
Percent of time the average
consumer spends on each
design in the first 4 seconds
Because they are emotional, animal faces tend to capture a
lot more consumer attention and interest than other areas
of your pack.
Show a pet with a purpose.
Showing a pet without any clear context or action can
hinder brand equity. Pets in action see a boost.
Pet with NO
context/action
Pet with
context/action
Different pet contexts can strongly drive different strategic equities
Pack
personality
improved
overall equity
for the brand
Make your claims stand out.
Clear, simple, high-font claims away from brand name can be effective,
whilst smaller font claims under brand name get lost.
On average, standout claims get 8x the attention vs. claims buried
under the brand.
Visualize your claims to capture more attention, increase appeal and
elevate brand equity.
On average, text claims within a visual icon get 2x the attention
vs. just text claims
Portraying food on a plate gets a more positive reaction
Portraying food on a plate gets a more positive reaction and interest,
than showing it in a bowl.
positive
Consumer
39% Consumer
9%
Likes
Dislikes
polarizing
24% Consumer
Likes
20%
Consumer
Dislikes
If you want to build brand equity for premium, make the food
look more human.
Use color to your advantage.
Packs with bright, blocked colors stand out better on shelf.
VISIBILITY: Percent of
consumers looking at the
design in the first 4 seconds
SHARE of ATTENTION:
Percent of time the average
consumer spends on each
design in the first 4 seconds
21
what do successful packs have in common?
 Large images of pets shown in action or context
 Simple visual representations of claims and key messages –
set clearly apart and not lost under the brand name
 Food imagery that speaks to pet owners view of pets as humans
 Bright colors that capture and hold attention
want more?
Contact Affinnova for more information or watch this short video on
Affinnova’s Design optimization solutions.
www.affinnova.com