Removing Original Design Element Case Study - Removing original design element from packaging did not risk brand recognition and sales

Removing original design element from packaging did not risk brand recognition and sales

Research Objective

The client wanted to establish whether a design element on their personal care product packaging, which had been part of the design for many years, could be eliminated.

Research Findings

Some changes in legislation had forced the client to change their pack design and include information that was now statutory. The entire pack had to be redesigned to be aesthetically pleasing and include the required information. The main concern was the inclusion of a visual element that had been part of the pack since its inception, which appeared to be detracting from the overall design.

Two matched samples of 120 brand users were recruited to test the pack designs – using a monadic test. The results clearly indicated a preference for the pack design WITHOUT the original visual element, which had now become outdated and superfluous.

An eye-tracking element highlighted that when looking at the designs, only about 5% of the gaze actually took note of the original design element.

Outcomes

The product was growing in the region of 12% per annum and the removal of the original design element had NO impact on sales figures.

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