What is the correct course of action when launching a new packaging design for a well-known and popular hot beverage? How strongly are consumers affected by ‘evolutionary’ versus ‘revolutionary’ changes in design? These are just some of the questions that our client, a renowned Croatian hot beverage manufacturer, wanted answers to.

In this type of research, the result cannot be obtained based on a single association, which is why we always consider several of them. For example: tasty – tasteless, cheap – expensive, attractive – repulsive, traditional – modern. Each association carries a different weight on the overall score.

After measuring the results, we found out if the participants perceived the new design more positively than the previous one and which of the several new proposals had the greatest positive association.

In a world where impressions are often made after one glance, every change implies a deeper meaning. The research results helped the client decide on which new packaging design to launch while retaining existing customers and attracting new ones.