Package Design & Shelf Impact Test

Thanks for taking a few minutes to react to a product package! Your responses are completely confidential and anonymized. There are no wrong answers — we want your honest, first-glance reactions. About 6 minutes. (Template note: show respondents the package image/mockup before the first question.)

Imagine this package sitting on a shelf next to similar products. How much does it stand out?

What was the very first thing you noticed about the package?

• Brand name or logo
• Color
• Image or graphic
• Product name
• Claims or callouts (e.g. 'new', '50% more')
• Shape of the package

How much do you agree with each statement about this package?

Below is the back-of-package copy. Please highlight any words or phrases that are confusing, and separately note (in your mind) anything that makes you more interested in buying. (Template note: replace with your own back-of-pack copy before launching.)

Made with 100% real ingredients, this snack is crafted in small batches for maximum flavor. Non-GMO, gluten-free, and packed with 8g of plant-based protein per serving. Certified sustainable packaging…

For each set, pick the package element that matters MOST to your decision to buy, and the one that matters LEAST.

• Color palette
• Logo size and placement
• Product photo or illustration
• Claims and callouts
• Sustainability messaging
• Price visibility
• Ingredient or nutrition info
• Overall shape or structure

You have 100 points to allocate across what a great package should prioritize. Spend more points on what matters more to you.

• Visual appeal
• Information clarity
• Brand recognition
• Sustainability cues
• Standing out from competitors

Based on the package alone (not the product itself), how likely would you be to buy this?

Compared to (Replace with current package or Competitor A's package), which would you be more likely to pick up?

• This new package
• The current/competitor package
• No difference for me

Reconstruct the respondent's split-second decision-making process when looking at this package: what drew their eye first, whether the package told them what the product is and why it's worth buying, and what — if anything — created hesitation or confusion. Anchor on their purchase-likelihood score: if it was low, probe exactly what would need to change on the package to move them; if they highlighted confusing text, ask what specifically threw them off and how they'd reword it.

How often do you currently buy products in this category?

• Weekly or more
• A few times a month
• A few times a year
• Rarely or never
• Prefer not to say

Which age range best describes you?

• 18-24
• 25-34
• 35-44
• 45-54
• 55-64
• 65+
• Prefer not to say

Which gender do you identify with?

• Woman
• Man
• Non-binary
• Prefer to self-describe
• Prefer not to say

Thank you for your feedback! Your reactions and priorities will directly shape refinements to this package design before it goes to market.