Packaging design testing objectives suitable for most enterprises

1. Purchase Intent
Whether your product loses shelf space depends on its initial and repeat sales. That’s why purchase intent is crucial. When evaluating the success of a package design test, consider how it affects purchase behavior.

2. Aesthetic Appeal
A visually appealing, well-thought-out package immediately grabs attention, creates excitement, and entices shoppers to explore the product further. In addition, consumers generally perceive products that are beautifully packaged as more valuable than those that are packaged in plain, unremarkable boxes and bags.

3. Relevance
Your package design needs to grab the attention of your target audience and then retain and encourage them to buy. This will only happen if it meets your customers’ needs, desires, and tastes.
For example, if you sell children’s products, it may make sense to use big, bold typography, colorful styles, and exciting packaging materials. Conversely, if your product is targeted at career-oriented adults, a more elegant typography with a minimalist design would be more appropriate.

4. Stand Out
Another metric evaluated in package design testing is prominence, or shelf visibility.
Many brands often try to use bright colors and dazzling graphics to make their products stand out. However, this approach can overwhelm customers and make it difficult for them to focus on the actual functionality of the product.

So keep your design simple yet eye-catching. Some ways to achieve this include using fewer colors, minimizing graphics, and labeling them with clearer information.
Of course, there are some exceptions to this rule, such as if your target market is particularly fond of flashy designs. For example, a younger audience may respond positively to vibrant visuals.
But in general, simplicity is key to effective communication.

5. Functionality
The functionality of your packaging design is key to ensuring that your product arrives safely and that your customer’s first experience is a positive one.
For example, you don’t want them to be unable to even open the package, which will affect their first impression.

Testing it is slightly different from the other four metrics we’ve listed here. You need to test physical characteristics, such as:
Vibration testing
Drop testing
Ability to handle lowered and raised temperatures
Effectiveness of the packaging’s cushioning
Its ability to accommodate air or sea freight containers
In addition, it needs to meet any regulatory requirements for the product type – this is especially important for perishable goods.

Over to you

Package design testing eliminates the guesswork with how you present your products. In turn, this saves you a lot of money and time.

But to conduct a successful test, you must identify the right metrics to evaluate. Some of these metrics include appeal, function, and purchase intent. 

We also discussed the steps in a packaging testing process. If you follow them, you can make faster decisions, save costs, and go to market with confidence.

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