The Importance of Packaging Research
Date: 2025/04/02
Packaging is one of the most prominent aspects of your brand’s marketing strategy. In fact, it’s often the first point of contact between your product and your consumer. This makes packaging an essential part of your overall brand identity and marketing efforts. To truly stand out, however, your packaging must go beyond just looking good—it needs to resonate with your audience on a deeper level. This is where packaging research comes into play.
A packaging redesign is not something marketers encounter every day, but it can be one of the most impactful decisions you’ll make for your brand in any given year. Whether you’re launching a new product or giving your existing line a fresh look, understanding how to design packaging that speaks to your audience is crucial.
Before jumping into the creative process, it’s essential to ask the right questions. A successful redesign doesn’t just happen; it requires careful analysis and insight into several factors. Here are some key considerations that will guide your packaging research:
1. Category Context & Semiotic Landscape
How does your packaging fit within the broader category, and what semiotic codes (visual cues and symbols) are used by your competitors? Understanding this will ensure your packaging stands out while aligning with consumer expectations
2. Distinctive Brand Assets
What makes your brand unique? Your packaging must highlight your brand’s strengths and key visual assets to reinforce your identity.
3. Competitor Analysis
Who are your main competitors, and how are they presenting themselves? Analyzing their packaging will reveal opportunities for differentiation and innovation.
4. Communication Objectives
What message do you want your packaging to convey? Your packaging should reflect your brand’s values, tone, and positioning.
5. Brand Strategy & Disruption
Is your packaging helping to elevate your brand strategy? How important is it for your packaging to disrupt the market and capture attention in a crowded space?
At The Big Picture, we understand the critical role packaging plays in your brand’s success. With over 30 years of experience in packaging design research, we are global leaders in both qualitative and quantitative packaging research. Our expertise lies in applying advanced behavioural science techniques to understand consumer behaviour and deliver design solutions that resonate.
We go beyond just asking consumers what they think. We focus on what they actually do—using observational and projective techniques to uncover unspoken insights. By observing real consumer behaviour, we provide data-driven recommendations that deliver impactful and effective packaging design.
Our team has worked across global markets, from Shanghai to São Paulo, building an expert network of partners and a strategic team based in London. With this reach, we bring insights from diverse regions and cultures to inform your packaging decisions, ensuring they resonate on a global scale.
We apply design thinking to refine and develop compelling design territories for packaging and brand identity. By iterating and refining packaging designs based on real consumer insights, we help brands create packaging that not only looks good but also drives consumer engagement and loyalty.
Our quantitative methods go even further, deploying implicit techniques to uncover deeper consumer behaviours that often go unspoken. This approach helps brands create packaging that truly connects with their audience, resulting in more effective and impactful designs.
When it comes to packaging research, The Big Picture is your partner in creating packaging that stands out and drives brand success. Whether you’re looking to redesign your packaging or launch a new product, we bring the expertise, global insights, and innovative techniques you need to get the job done right.
Let us help you harness the power of design. Contact us today to learn how we can give your brand the competitive edge it deserves.
Chris Aukett
Managing Partner
