Insalatissime
Pack Test Analysis
Before proceeding with the packaging redesign, the performance of three creative alternatives proposed by the agency was evaluated. The assessment focused on visibility, attractiveness, and consistency with the new brand strategy.
The objective was to provide the client’s board with objective decision support. Key elements (logo, product name, visuals, flavor variant, brand, etc.) were monitored for each packaging option, which differed in both design and positioning.
The analysis of the scanpath and visual impact revealed shortcomings in some creative ideas that might have impeded accurate perception by the final consumer, potentially impacting brand equity.
Consequently, the study sought to identify the specific packaging execution that most effectively advanced the client’s objectives.
