At PRS, we are fortunate to partner with many leading CPG companies on packaging validation. If there’s one question that we are asked most frequently, it is some variation of the following: “How can we increase the likelihood that new packaging systems meet action standards and are recommended for introduction?” This is the right question for marketers, designers and researchers to ask themselves, because higher success rates reflect a better use of resources on redesign efforts that lead to better packaging on shelf.
There are many potential answers, but without question, effective screening processes are critical to driving success. Companies need to ensure that they consistently identify the most promising new design directions and ultimately bring the strongest options into validation testing. In our experience, it’s here that teams often fall into common patterns that lead to the wrong decisions.