Optimize Package Designs for Launch

A specialty pet products manufacturer planned to launch a complete line of new pet grooming products containing hemp and CBD. The client needed to better understand the appeal of several package designs (imagery, text, colors, etc.) and resonance of hemp/CBD-related benefits featured on product packaging.

APPROACH

W5 conducted a nationwide online survey with pet owners to evaluate the package designs and understand consumer preferences and purchase intent. In addition to testing packaging concepts independently and comparatively, W5 asked consumers to rank the importance of featured hemp- and CBD-related product benefits.

RESULTS

The research identified pet owners’ optimal packaging design and desired packaging elements including colors, graphics, and branding, with strong preferences for packaging that quickly and easily identified product use helping the client understand which design elements were most effective and why. Additionally, W5 developed consumer-driven recommendations to support the product line launch.