Consumer research can and should be an important part in creating the package. Even if the research can not guarantee final decisions, it is extremely useful in focusing on design objectives and their suitability to a specific marketing strategy. Consumer research to create a suitable package should examine a complex set of issues related to the proposed design concepts. This is essential especially when the subject of the research is to create a new design for an existing package or packaging line. The methodology most frequently used in research brand identity and packaging design concerns: consumer research predesign stage; feedback from consumers; postdesign consumer research stage. Choosing the right companies and research methodologies appropriate packaging design depends on the type of feedback required to make judgments about the design.

consumer, package, design, research

social sciences

Presentation: poster