In today's highly competitive FMCG environment, brands are constantly working to find ways to stand out on shelf. The design of packaging is extremely important in attracting consumers and shaping their purchasing behavior. With this in mind, MarketGenics conducted a visual assessment study for a reputable F&B company that produces 100% Pure Fruit Juices, Shakes, and Coconut Water to understand how consumers experience packaging designs through graphics.

Research objectives

• To better understand the influence of images on consumer preference and perceptions.


• To assess the overall likeability, relevance and appeal of packaging options to the target audience.


• To ascertain whether consumers are more likely to select a product based on the package alone.


• To provide an action plan for improving the design of the package.

Methodology

The qualitative methodology used was Focus Group Discussions (FGDs) with consumers aged between 18-45 in Delhi NCR and Mumbai, who regularly consume coconut water and fresh juices and are decision makers in purchasing these products. The breakdown included equal male and female respondents. 

After the initital warm up sessions of introduction, the responders were asked few common questions like as 

• How strongly do product visuals on retail shelves drive a consumer’s purchase decision?


• Why is aesthetic appeal important in the purchase decision?


• Can you recall any brands you’ve bought only because they aesthetically appealed to you, whether visually or in their packaging or design?

Respondents stated that visuals and packaging clearly influence purchase decisions through the ability to attract attention or intrigue. For example, brands like Hide & Seek, Tropicana, and Marie biscuits use eye-catching designs with simple messaging, packaged in otherwise difficult alignment. It looks good, you buy it.

Following that first warm-up discussion, respondents were shown five different packaging concept designs of the beverage brand in question with discussion focused on the following key areas of inquiry:

• Spontaneous reactions to the visuals


• Overall appeal and likeability


• Preferred design and reasons for their preference or desire for change


• Perceived relevance to product and brand


• Motivators and barriers to purchase related to packaging

This market research project highlighted some significant findings on consumer behavior and expectations related to product imagery 

Conclusion

The MarketGenics study underscores one key point: imagery is a strategic tool, not just decoration. Optimum packaging could be the difference between getting noticed or overlooked in the beverage segment where limited shelf space and intense competition exist. By aligning imagery to consumer expectations and preferences, brands can increase the appeal of products, generate meaningful engagement, and increase sales. 

The implication for Food & Beverage designers and marketers is pretty simple: Invest in imagery that tells a story, represents brand pillars, and most importantly, speaks to the target audience.