Despite being a brand’s most essential marketing asset, package design often doesn’t receive the credit it deserves. In part, this is because the effectiveness of visual brand assets—unlike advertising or brand equity—has historically been impossible to measure in a systematic way. Designalytics is changing that by providing marketers and designers with a constant stream of market intelligence about package designs in their category. Unlike traditional design research, Designalytics enables brands and agencies to proactively monitor design performance over time, respond appropriately to competitive design changes, and access timely consumer insights when considering a package redesign.

Leading consumer-packaged-goods manufacturers subscribe to Designalytics’ system to add analytical rigor to the design process while respecting the expertise of their internal designers and agency partners. Designalytics’ consumer evaluations provide the most robust picture of package design performance in the industry.

 

Designalytics Effectiveness Award

This year, in partnership with Designalytics, we will recognize package redesigns that have had a significant impact on brand growth. Winner selection is data-driven, and based on:

  • An analysis of sales performance (via retail scanner data) for the six months prior to and following the redesign.

  • Evaluation by hundreds of consumers on multiple design performance indicators, including preference, communication, mental availability, resonance, and more.

  • To be considered, submissions must meet the following criteria:

    • Must be a product sold in the U.S.

    • Must be a package redesign launched between July 2021 and September 2023. (Package designs for new products aren’t eligible.

    • Must be from a fast-moving-consumer-goods category (e.g., food, beverage, personal care, household goods, pet care, etc.). This excludes packaging for durable goods (e.g., electronics, jewelry, etc.).

    • Must be distributed, at least in part, through physical retail stores.

    • May be a private-label (i.e., store brand) product, but additional information, such as retail sales data, may be requested.

There is no limit to the number of projects that can be submitted by a single entrant. If you have questions about the eligibility of your project, contact Designalytics.