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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

The basics of successful rebranding research: Thinking of a brand facelift? A winning approach to rebranding research should incorporate both qualitative and quantitative methodologies and ask tough questions, such as how much can your brand deviate without losing a loyal customer following?
Using creative packaging to encourage kid-brand engagement: Creative packaging is the first step to fostering brand engagement among kids. Interactive packaging that gives kids a call to action can bring a positive brand experience to the highly-connected lives of today's youth. See what Neopets and Lego are doing right.
Insights and implications for packaging research: Drawing from real-world successes and failures, this article argues that on the shelf and in the home are two proving grounds for innovative packaging designs and explores how research can help enhance the odds of victory.
Why your packaging should be researched as much as (or more than) your advertising: How much do you know about your packaging? In addition to evaluating prototypes, pre-design research is essential to understanding how consumers shop your category, how they view competitors’ packaging and what your brand must do to stand out from the crowd.
Halloween no treat for private-label confectioners

See more articles on this topic

There are 23 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Innovative packaging keeps Campbell's at market forefront: Packaging is one of the most important and least understood, elements of product marketing. Campbell Soup reviews demographic information and market trends to keep its packaging ahead of the curve and remain a market innovator.
Going global: Global packaging certainly offers tremendous benefits in terms of economies of scale, but there is also a minefield of challenges in developing effective global packaging. This article offers several insights for dealing with these challenges and guidelines for evaluating global packaging systems.
Research encourages a comprehensive re-design of Blue Nun packaging: After conducting taste tests that confirmed that packaging was a factor in declining sales, Blue Nun wine held extensive focus groups with current and past consumers and competitive brand purchasers, as well as shelf tests, in its package re-design process.
Label research spices sales of Henri's dressings: Henri's Food Products conducted focus groups to determine which redesigned packaging labels might help address the declining sales of its reduced calorie salad dressings. Henri's also distributed a sales brochure for grocery buyers admitting its previous labeling mistakes and comparing the old label to the Edsel.
Craftsmanship for the '90s: 3M tested a number of packaging designs for its line of wood care products to make sure that the packaging would communicate key ideas and the benefits to both novice and experienced woodworkers. The computer-generated designs experimented with different names for the products (such as Safe Strip, Strip Safer) and informational taglines below the product name to explain the product benefits. The main research methods used were eye-tracking and one-on-one interviews.