Optimizing Snack Pack Design through Consumer Pack Browsing Analysis

A snacking brand aimed to understand how people browse their snack packs to determine the optimal placement of key features and visuals, ensuring consumers would quickly grasp the essential information. To check this, they partnered with Neurosensum, a research firm that specializes in measuring consumer behavior using biometric tools.

Challenge:

A snacking brand wanted to understand how people browse the pack to understand where they should place their key features/visuals so that the consumers would get the key messages from the pack.

Solution:

Neurosensum employed Static Eye Tracking during pack testing to understand consumer gaze patterns, identifying areas of focus and the duration spent on different pack features. This analysis provided valuable guidance for optimizing the pack design.

Impact on the Client:

By implementing Neurosensum's recommendations, the client created a new pack design that effectively communicated the "more cheese" message through a combination of written text and engaging visuals. The optimized pack design maximized the overall impact and conveyed key messages and associations to consumers. As a vital touchpoint, the pack served as a powerful tool in reinforcing the brand's image and enhancing consumer perception and engagement.