Have you ever seen real-time package design data on your competitors? If you did… what could you do with it?
The possibilities are tantalizing, in part because the idea of getting a peek behind the proverbial curtain in this way has never been possible. Now that Designalytics Edge makes this a reality, CPG brands that leverage this data will have a distinct advantage over their competition.
Here are some key questions about competitors’ designs that you can answer as a Designalytics Edge member:
Detecting redesigns is part of what Designalytics does—we track them across hundreds of CPG categories and test their design performance with consumers.
With Designalytics Edge, you’ll have instant access to topline design data on all recently detected redesigns, including those of your competitors. You can search redesigns by super category and manufacturer, as well as by dozens of other parameters, such as claim changes, color blocking, and sustainability-related modifications.
If you spot a competitor’s design that is performing well with consumers—or encroaching on equities your brand currently owns—you may want to respond in some way. Perhaps to consider a redesign yourself, or simply punch-up the communication of specific attributes in your other marketing efforts.
For example, if you are the brand manager of a protein bar product, you would want to take notice of Pure Protein’s recent redesign. The brand made modifications to the color scheme and logo, but the most consequential changes were related to taste imagery. This change made a difference with consumers, because “tastes great” consistently tops the list for category decision drivers—attributes that drive purchase in a given category—across food and beverage categories.
In this case, consumers preferred the new design by more than seven points on our committed preference metric, which indicates a likely increase in sales.* They gushed about the enhanced and expanded flavor imagery, and words like “tasty” and “delicious” were prevalent in their responses.
Designalytic Edge is also an invaluable resource for finding out what not to do during a redesign. If you were a protein shake brand, for example, you might look to Orgain as a cautionary tale in messing with a brand’s hierarchy of communication.
In the new design, the brand name and color are prioritized at the expense of key claims and taste appeal. The old design more clearly communicates that the product is organic (a key differentiator), that it's a nutritional shake, has 16 grams of protein, and that it's chocolate-flavored and tasty.
Overall, consumers preferred the previous design (77% vs. 23%) over the new, and communication was a key reason why. One consumer put it succinctly: “It’s more informative and looks more delicious.” Other brands would do well to heed this example, as communication is unquestionably one of the most important elements of design success.
When it comes to Designalytics Edge, the term “design intelligence” is apt. This is such a new and groundbreaking font of information that it may feel like you’re spying on competitors. We assure you, it’s completely legal 😜.
Interested? Start a free trial today. You can also request a demo or contact us for more information.
*Designalytics’ research has found that a 4-point increase or decrease in purchase preference (for old vs. new designs) is predictive of positive or negative in-market outcomes, respectively.