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Your Pack Is Your Pitch
Ensuring Your Packaging Delivers at Every Stage
Packaging is your silent salesperson. But if it fails to stand out, connect, or drive appeal, it can sabotage even the best offerings.
Our packaging tests simulate real shopping behaviour in a controlled digital environment, powered by Mindlab’s proprietary behavioural science platform.
Why Packaging Testing Matters
The stakes are high. Ineffective packaging can lead to lost sales, diminished brand perception, and wasted investment.
A misstep in packaging design risks your product blending into the competition, confusing consumers, or misrepresenting your brand.
Our Packaging Impact Assessment is designed to solve that, helping brands understand how design drives attention, emotion, and choice.
Behavioural Science Meets Packaging Design Performance
We go beyond opinion-based surveys to capture real, instinctive reactions, how shoppers see, feel, and decide in the moment.
Every project is built on our modular testing platform, meaning we can adapt studies for any market, pack format, research question, and even extend into Behavioural Pricing Analysis to identify the right price point, understand how purchase likelihood shifts, and assess competitive pricing dynamics.
And when you need deeper context behind the numbers, we can layer in qualitative depth, whether through quick conversational chatbot interviews or more traditional one-to-one discussions.
How We Measure Packaging Performance
Our Packaging Impact Assessment offers comprehensive insights across three key stages, ensuring that packaging doesn’t just look good but performs effectively at each stage of the consumer journey.
Visibility and Impact
(Stop)
Measures how well packaging attracts attention, ensuring it stands out on crowded shelves or online.
Communication of Key Attributes
(Engage)
Assesses if the packaging effectively conveys brand values and product attributes at a glance, aligning with the desired brand identity.
Selection and Appeal
(Land)
Determines whether packaging drives consumer preference over competitors, including its implicit premium perception and purchase likelihood.
Our behavioural tests combine implicit and explicit measures to reveal what people really think and feel.
Time-pressured tasks capture intuitive, System 1 responses, those split-second impressions that predict real-world behaviour.
This blend of science and design ensures every insight links directly to how people shop, choose, and buy.
Proof It Works: Scaling Behavioural Pack Testing for Innocent:
When Innocent Drinks came to us, we weren’t starting from scratch. We already had a toolkit of academia-inspired methods to evaluate packaging. However, these methods had been applied only in a piecemeal fashion, and there was no unified approach to tackle large-scale, multi-product evaluations, which was exactly what Innocent wanted to understand.
The Challenge
The challenge was to bring this fragmented toolkit together into something robust, scalable, and actionable. This wasn’t just a theoretical exercise. Innocent needed practical insights that could directly inform packaging decisions across a variety of products.
The Result
The work we did with them became the first large-scale application of what would later evolve into a core methodology for evaluating pack design that we have now applied to hundreds of brands. This includes being the global best practice pack evaluation methodology for Diageo, who adopted our approach after being “sick of lining bottles up in a beauty parade”.
By working closely with some of the largest consumer brands in the world we have been able to refine this method over many years and hundreds of studies.
Mindlab provides majorly credible and trusted studies to validate our packaging designs. They understand our business and the analysis we need. Their process is more consultative; it is great that we can work collaboratively together. We have a real understanding of their processes and we trust the methodology used to test consumers.
Janice Hsu | Senior Consumer Planning Manager ‒ Diageo Taiwan
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