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Expert Consumer Research from Covance Food Solutions

Drink Label Design: So Fast You’ll Freak

[Insights That Work - Case Study] Remesh used in-depth moderation and Live Analysis to quickly create a package design that connected with consumers.

CHALLENGE

A CPG design team was tasked with creating a label for an energy drink which was aesthetically pleasing and communicated the drink’s primary differentiators – healthy, made of natural ingredients, and makes the drinker feel good. They came up with three different designs which they believed accomplished this goal, but it was unclear what each design communicated to their target consumers.

The challenge was to understand how consumers reacted to the designs, what specific design elements were successful in communicating the drink’s differentiators, and what design improvements could be made. Then use all of this insight to deliver a final design in less than 24 hours.

SOLUTION

They used Remesh to engage 100 people from their target market in a 30-minute live conversation. Before it began, demographic & behavioral data were gathered on the participants. During that conversation, participants were exposed to each of the designs and asked a mix of open and closed-ended questions which dug into their perceptions of each design.

By 13 minutes into the conversation, one design stood out as resonating & communicating differentiation better than the others. However, Remesh’s Live Analysis surfaced that even for the best design there was a major concern that the drink’s label did not make its ingredients clear. They spent the next 5 minutes probing into the specifics of how participants expected the ingredients to be communicated.

At 18 minutes into conversation, the moderator explained to participants what they were attempting to communicate and asked what elements of the various designs best achieved those communication goals. During the last 4 minutes, they had participants brainstorm
slogans & messaging.

When it was over, the designers had learned: Which individual design best accomplished their goals; What design elements were driving positive and negative perceptions; What design elements successfully communicated the drink’s differentiators; That they failed to realize the importance of communicating the ingredients on the label; How they could best communicate ingredients on the label; and what messaging / slogans best resonated with consumers.

OUTCOME

From the results of the 30 minute Remesh session, the designers identified which of their three designs best accomplished their goals of communicating the drinks differentiators.

They used their qualitative learnings about how various design elements impacted consumers’ perceptions to further improve the design. They added ingredient information to the label based on their new understanding of what customers expected. Finally, they made a small change to the messaging on the label based on specific language they learned resonated with their target consumers.

The result was an aesthetically pleasing design which they were confident successfully communicated the drink’s differentiators to their target market – and they had the data to back it. From the time they had completed their initial design concepts until they delivered their research findings and final design concept was less than 12 hours.

Their boss was impressed with their turnaround speed and attention to consumer input – the product plan moved forward ahead of schedule & the design team was able to go home early.

Visit Remesh at remesh.ai.

Read more innovative case studies in the Insights That Work eBook.

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