NutraCast: Designalytics on measuring packaging design success
“Designalytics measures the design performance of package design and makes the connection between that performance and actual in-market sales performance. We do that by measuring current designs. The ones that you see on the shelf today--I've probably measured them-- and the companies can hire us to measure designs they are thinking of launching either for new products or redesigns,” explained Steve Lamoureux, CEO and founder of Designalytics.
Lamoureux said 30 years ago he realized something after watching 13 hours of hidden camera footage of people shopping.
“It occurred to me that these people weren't behaving the way that I was being trained back in the day. You know, this is the Golden Age of must-see TV and the way you grew a brand is with a 50 million dollar ad budget and the thinking was people would see that ad the night before and then march to the store and find that product, put it in their basket and leave. And what I saw instead was virtually every customer, looking at the shelf, considering multiple different brands, picking them off the shelf and then deciding, there at the shelf. So that 13 hours of video footage really set us on a path to creating Designalytics much further down the road.”
In order to have a successful redesign, Lamoureux said brands must understand how their current design is doing and how their competition is doing.
“There's a variety of ways to do it, but it's an important step that you shouldn't skip because if you're using good research, it should reveal a path to playing a bigger role in that category,” he said.
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NutraCast is a podcast that focuses on insights from inside the nutrition industry. It is a production by NutraIngredients-USA. Music by Kevin Macleod.
