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VERTual
Packaging Testing
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Our
VERTual Packaging testing has developed around the premise that
packaging design success is a twofold proposition in the sense
that the goal is not only to communicate product attributes/features
in a meaningful way, but to engage consumers emotionally and
visually so that these attributes have a chance to be heard.
Easier said than done in a world where the landscape of visual
stimuli and product options expands and the competition for
consumer attention only intensifies!
VERTual
Packaging testing provides the building blocks to get a heads
up on the competition by delivering informed analysis about
how your packaging design impacts the target consumer emotionally
and visually, as well as how a packaging design's visual components
interplay and help convey pertinent product features/attributes.
Our
analysis is distinguished by the unique technologies and measures
we have at our disposal that allow us to deliver a multi-faceted
holistic assessment of visual design that addresses each dimension
of packaging as it relates to the purchasing process.
As
discussed in the "Our Approach" section, a proprietary
VERT score will be used to evaluate your packaging
design relative to its 'Stopping Power', 'Visual Attention Map',
'Messaging Strength', and 'Stand-out Power' (shelf pop). Each
characteristic is examined on its own, as well as with respect
to its role in strengthening the overall appeal profile of the
packaging design.
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Stopping
Power: A proprietary alogorithm, iMotions™ Emotion
Tool®, is utilized to gauge the intensity of consumers'
immediate emotional engagement with a visual stimulus based
on eight distinct eye movements related to pupil dilation, blink,
and saccades.
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Visual
Attention Map: Utilizing advanced eye-tracking technology,
consumers' visual engagement (associated with images, product
attributes, logo, etc.) is evaluated relative to the desired
communication hierarchy. Utilizing Spotlight™ and Highlight™
tools, visual engagement is evaluated both in terms of the strongest
Attention Points, as well as with respect to specific areas
of interest that may not qualify as primary Attention Points,
but could play an important role in messaging.
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Messaging
Strength: Are intended marketing messages communicated effectively?
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Stand-out
Power (Shelf Pop): Our proprietary Attensity Value and life-size
Shelf Set are used to assess attractiveness of visual design
for consumers in a competitive environment.
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