Slay Your Brand Packaging Design in 3 Steps

Posted by Gina Joseph on June 13, 2018

Soup-Product-ViewerThere’s a lot that goes into food packaging. From logistics to functionality, to design and finally shopper reaction, the creation of a product package touches many parts of the supply and demand chain and many different teams.

As PKG Branding put it in a recent article, “Because the packaging contains food that people eat, it must protect the food and prevent contamination…And because people have such a vast array of choices, it must reach out to the consumer and influence them to choose one particular product over a competitor.”

The fact is, every two additional minutes that a shopper takes to make his or her first purchase in a category reduces the final basket size by one whole product. Creating a package design that resonates with shoppers is key in this fast-paced landscape. So it only makes sense to make the process of a new design or a redesign as effective, fast, and risk-free as possible, right? This is one of the many areas where innovative technologies are taking center stage for the retail industry.

Virtual simulations can help ensure your pack design ideas will win at the shelf. Let’s look at the 3 steps you should be taking to successfully launch a new concept using virtual reality technology:

1Upload a digital version of the product in its new packaging design.

Our ShopperMX™ enterprise mixed reality platform allows users to upload multiple design concepts into in hyper-realistic 3D renderings. Not only that, but the designs can then be seen on the digital product, on the shelf, within a virtual store.  This enables teams to visualize exactly how it would look in the real world, without the hassle and expense of creating real-world prototypes.

2 See it on the virtual shelf next to real-world competitors.

Not only does viewing the concept in a realistic setting help visualize how it will look, but it also helps teams understand how it will stand out versus competitors. Mock centers are one way to do this, but it takes time and resources, and much updating to make sure the category is up to date. In virtual, we can instantly update virtual store shelves to reflect present day configurations.

3 Test with real shoppers through virtual shopping exercises—in the context of the store.

Testing is a huge part of understanding how shoppers will react to a new product design. Yet doing so is time-consuming, and doesn’t always yield the most accurate data. We know that what people say they will do and what they actual do while in a store can be very different things. That’s why testing within the concept of a virtual store allows you to glean insights from real shoppers—minus the mock center or purchase intent metrics.

Leveraging virtual technology for packaging design changes and new concepts is giving brands and retailers a leg up, by allowing them to understand the impact at the shelf, without the time and expense.

Read more about the role of using mixed reality to avoid a redesign dud in this piece by InContext Chief Research Officer, Rich Scamehorn on Brand Packaging, and Learn More about how our mixed reality solutions for retail can help your package design process. 

Gina Joseph

Gina is the Senior Manager of Content Marketing at InContext Solutions

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