For most FMCG products, packaging is an immediate, enduring, and tangible expression of their brand identity. This is especially true for small, recently-launched or growing brands where retail shelves often serve as the primary customer touchpoint. Pack testing evaluates various packaging concepts— CGI images or physical prototypes—by presenting them to category users to assess stopping power, appeal, and perceptions of functionality, quality, and value.

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Participants provide feedback on visual appeal, clarity of information, and how effectively the packaging communicates the brand message. These insights are integral to ensuring the packaging not only attracts attention and differentiates the product on the shelf but also leads to an anticipation of enhanced user experience and customer satisfaction.

 

Pack testing supports New Product Development (NPD) and product innovation by identifying designs that resonate with target audiences, refining product marketing, and optimizing packaging ahead of a product launch. By uncovering potential issues early—such as confusing messaging, unappealing visuals, or functional flaws—pack testing significantly reduces the risk of poor market performance or costly redesigns after launch. 

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Ultimately, it helps brands deliver packaging that makes the most of the on-shelf exposure opportunity, drives purchase decisions, reinforces their value proposition, and supports long-term success.