What kind of packaging impresses people the most - and how?

Published 28 September 2017
Stora Enso’s new study is in! Visitors at Interpack 2017 took part in a study at Stora Enso’s stand, sharing their impressions on packages presented to them on a shelf. The results give food for thought for packaging development, and we will be sharing them here on our website.

The study was made based on the Packaging Wheel© concept by pacproject, which is a holistic and sample-based visual logic evaluation tool & process

The Packaging Wheel© uses benefits and values as target items, and different benefits can be used depending on the project target. They are evaluated using a set of criteria usually defined by experts. However, for those benefits that are connected to the communication of values, we wanted the criteria to be defined by neutral people in our quantitative and qualitative study.

There are four basic values that typically appear in packaging design and development briefings as the desired outcome:

  • Luxury impression
  • Natural impression
  • Quality impression
  • Performance impression

We wanted to collect and evaluate input from the packaging professionals visiting the fair about how packaging can communicate these values. So, a number of random visitors at Interpack 2017 passing by Stora Enso’s stand were interviewed. A special shelf was designed to showcase the packaging samples, hosted by an interviewer. The test people were asked to benchmark the products in terms of the four impression benefits.

During 5 days, 132 people were interviewed and what did we learn from their insights? That will be discussed in the articles coming out in the course of the next few weeks – so stay tuned for our coming posts.

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