There's an old saying among marketers that the package is the last ad the consumer sees before she buys the product. However, the package is also the most important ad the consumer sees before she buys the product. There are three reasons why this is true:

• For many brands, the package may be the only ad the consumer sees.
• The package is probably the most expensive advertising produced for the brand.
• The package is the last ad the consumer sees at the point of purchase, and so must close the sale.

For these reasons, packaging research is one of the most important kinds of consumer research. However, the way we should think of the communication elements that contribute to effective package design is not radically different from the way we approach the problem of how to measure other forms of creative executions. Like all types of advertising, packaging must get the attention of the consumer, focus the consumer's attention on the brand, and motivate the consumer to take some kind of action.

Ameritest uses our Package Testing model to analyze packaging as a dynamic medium. We are able to present our clients with detailed stories describing how their packages are performing, why their packages are performing the way they are, and (in some cases) where a package can be changed to improve performance.

The Ameritest Package Test provides full visual and verbal diagnostics in order to understand why the packages perform as they do, as well as insights on how to optimize the performance of the design. It is similar to the Ameritest Print Ad Pre-Test and deliverables include:

• Ameritest Package Test Report Card Measures: Shelf Interest (likelihood of picking the package up if it were on a shelf in the store), Curiosity (likelihood of turning the package over to the other side), and Motivation (likelihood to buy the product).
• Ameritest Verbal Diagnostics: liking, design diagnostics (e.g., clarity, appeal, and relevance), communication, copy analysis and product positioning
• Ameritest Picture Sorts® (Proprietary Visual Diagnostics): Flow of Attention®, Flow of Emotion® and Flow of Meaning™ and a competitive shelf test to see how well the test package stands out against similar products.
• Ameritest Copy Sorts™ (Proprietary Verbal Diagnostics): Copy Recall™ and Copy Relevance™

The Ameritest Pre-Test system provides our clients a competitive advantage in being able to understand and improve the design, form, and messaging on their packages.

Download the Quirk's article on packaging research to learn more about our philosophy and methodology.