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News & Press: Design

Leveraging Package Design Research

Monday, January 8, 2018   (0 Comments)
Posted by: Alyce Ryan
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Packaging is a potent marketing tool and package design research provides guidance as to how packaging should be leveraged. Every packaging-related decision is fraught with risks. That being so, package design research is only as valuable as the researcher’s ability to reduce those risks. That ability, in turn, depends on how well a company understands package design research, not only its potential but its limitations and pitfalls.

Qualitative and quantitative are the two categories of package design research and it is fundamental to understand the difference. Qualitative research explores and delves, typically to generate ideas, theories, and hypotheses. Quantitative research generates statistics derived from data sourced from sample sizes large enough to be projectable.

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