The Pack Test built on the latest behavioural insight

The Packaging Optimiser uses a combination of advanced research techniques to measure how shoppers really react (both consciously and subconsciously) to your packaging. This innovative technique helps you to significantly increase attention, engagement and conversion levels – resulting in more sales. This tool is used for testing packaging designs as well as during new product development. Our Packaging Optimiser allows you to understand how your pack performs within the retail context and in comparison to competitors. Emotional Logic can help you quantify sales impact of individual design elements as well as decode how your packaging attracts and engages with shoppers.

Ensure your pack connects within those crucial 2 seconds

Reactions to packaging are mostly unconscious – shoppers react to colours, shapes and words without conscious thought to focus on the products they desire. Will your packaging connect in those crucial first 2 seconds? Asking consumers what they like about your pack misses a large proportion of the true selection process. In fact often packs consumers say they like don’t work in store. We test your packs in a way that is congruent with how shoppers react in the context of competing products in-store to give you a more reliable measurement of pack performance.

Maximise behavioural nudges on your pack to increase sales

There are three key elements to successful packaging and they all have different drivers. You pack needs to first draw attention, then needs to engage the shopper and finally close the sale. The design elements you need to consider for attention differ from those for engagement and conversion. Our test measures all three to give you the maximum chance of success.

Get the latest behavioural insights in one easy test with clear, actionable results: Book your free demo now.

Case Study


A multi-national food manufacturer had launched a pack design that had tested well in standard pack testing (with another research provider). On launch the pack fell significantly behind the forecasted sales impact. Emotional Logic was asked to test a second redesign of the pack and confirm whether the design investment would generate a significant enough sales increase and improve shelf standout.

New Insight:

Eye tracking during the shelf test revealed which of the three new designs was attracting attention within those critical 2 seconds. It also clearly showed which pack design elements were getting the key messages across and converting shoppers. Due to our more detailed test results we recommended a combination of elements from different designs that would increase standout and sales. This saved on the re-launch budget as pack changes were smaller than anticipated. The relaunched pack now achieves the required sales targets for the line.


Our methodology combines


Reveals what captures shoppers’ attention and what triggers pack engagement.

Message Decoding

Pinpoint the design elements responsible for conscious and subconscious pack messages.

Conjoint Analysis

Measure the impact individual pack design elements have on sales conversion.

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