Metrics to Measure in Package Design Testing

Package design is integral in brand marketing and promotion. It is also crucial for protecting products. As such, brands must test package design as part of product development. Testing provides data on how packaging is likely to perform in the market. As proper testing catches issues early, the process can save a business money and reduce the risk of a recall. 

Packaging design testing looks at how packaging works physically. It also considers how consumers respond to packaging and whether it meets legal and sustainability standards. 

1. Physical Performance Metrics

Brands must test how well packaging protects products and functions in real-world scenarios. These tests are called physical performance metrics assessments and are controlled tests under simulated conditions. 

• During these tests, a team measures resistance to pressure, impact, and compression. Compression tests measure the force a package can withstand before deforming. This helps prevent damage during transit. 
• Drop, vibration, and shock tests simulate handling during shipping. The test team counts the rate of failures or damage. Low damage rates mean the packaging protects the product better. Over 70% of product damage occurs during transit, highlighting how important these tests are. 
• Tests also include usability. This means testing how easy a package is to open, close, and handle. Tools like torque testers measure how much force is needed to open or seal a closure. 

2. Consumer Response Metrics

Brands must learn how people perceive their packaging design. It is a crucial component in determining how well the packaging will perform in the market. 

• A brand should measure purchase intent. Purchase intent measures the likelihood that a consumer will buy a product based on its packaging. Studies show that packaging design influences buying decisions for a significant portion of consumers. For instance, an Ipsos study found that 72% of people say packaging affects their buying decisions. 
• Brands should also not ignore visual appeal and attention. These metrics include how eye-catching a design is and how quickly a customer notices the brand name. Eye-tracking and survey responses can provide insights into just how attractive packaging is. 
• Another must-test metric is uniqueness and differentiation. It evaluates how much a package stands out from competitors, and this can be measured through comparative tests. During these tests, consumers rate designs on distinctiveness. 

3. Functional Usability Metrics

Proper testing also includes looking at how well packaging meets a consumer’s needs beyond protection. 

• A customer should be able to easily open, use, and dispose of packaging. Surveys or task-based testing can provide convenience scores. 
• Practical fit tests measure how well packaging fits on shelves, in the hand, or even in a basket. These metrics affect the shopper experience at the point of sale. 

4. Compliance and Sustainability Metrics

Brands must include compliance and sustainability metrics in their testing process. 

• They should check that labels and warnings are always legible on packaging and correctly placed. Testing can ensure compliance with local or international standards. 
• Brands must also measure recyclability and material efficiency. Carbon footprint measuring is part of this process and is increasingly important to consumers and regulators. 

Measurement Is Critical in Package Testing

Effective package design testing depends on measurable data. Brands should choose metrics that support their final decisions during development. These metrics should also reduce uncertainty before packaging production. Testing creates a shared reference point that teams can use across design, engineering, and quality control. In addition, the testing results should be documented in a structured format, such as a packaging audit report. This helps provide traceability and accountability throughout the packaging lifecycle.