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Packaging Testing

Test the effectiveness of new or revised package designs and labels.

The 3 C’s predict marketing success


Does it stand out and elicit a positive emotional response?


Does it leverage unique branding properties to create instant recognition?


Does it predispose people toward purchase?

We offer 3 tiers to choose from when configuring a test

Packaging Testing metrics - Performance SummaryPackaging Testing metrics - Attraction DiagnosisPackaging Testing metrics - Branding DiagnosisPackaging Testing metrics - Impressions (prompted)Packaging Testing metrics - Value for money

Performance Summary
The 3 C’s are the building blocks of effective marketing, diagnosing the behavioral and psychological drivers of decision-making.

  • Cubery Rating: Captivate, Connect & Compel
  • Captivate: Attraction, Interest & Likeability
  • Connect: Fit, Cues & Uniqueness
  • Compel: Feeling, Difference & Persuasion
Attraction Diagnosis
Does it stand out and set itself apart?

  • Unique / Distinctive
  • Annoying / Irritating
  • Nice / Pleasant
  • Dull / Boring
Branding Diagnosis
Leveraging distinctive assets helps create instant recognition, while also building trust and credibility.

  • Fit
  • Cues
  • Uniqueness
Does it convey intended impressions about the brand/product?

  • 5 x tailored statements
Value & Pricing
We offer two options for testing price perceptions:

Value: Does the proposed price of the brand/product represent good value?

Pricing: How much would people be prepared to pay for the brand/product? This identifies an acceptable range of prices using the Van Westendorp Price Sensitivity Meter.
Packaging Testing metrics - Rational DiagnosisPackaging Testing metrics - Associations

Diagnose includes all Evaluate metrics, plus:

Rational Diagnosis
How persuasive is the information conveyed about the brand/product?

  • New
  • Informative
  • Different
  • Believable
  • Relevant
  • Clarity
What aspects of it are people most positive toward?
What aspects of it are people most negative toward?
What 3 words would people use to describe the brand/product after seeing it?
Packaging Testing metrics - Emotion DiagnosisPackaging Testing metrics - Impressions (spontaneous)Packaging Testing metrics - StandoutPackaging Testing metrics - Assets

Optimize includes all Evaluate & Diagnose metrics, plus:

Emotion Diagnosis
What emotions does it make people feel? Diagnosis of both positive and negative emotions (20 in total) across a high to low arousal continuum.
What impressions does it give people about the brand/product?
What are the most memorable elements of it?
What distinctive assets do people recognize from it?
What would people change to improve it or make it more appealing?


Online Dashboard

All your tests will be housed in an intuitive and easy-to-use dashboard, meaning historical data is never lost and always available at your fingertips.

Tailored Report

Our team of consultants will prepare a tailored report for your test, providing you with in-depth analysis, insights and recommendations.

Not sure what solution is right for you?
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