Does Your Packaging Need A Makeover?

There’s an ongoing joke in the Tina Fey movie “Whiskey Tango Foxtrot” where her character, who plays a reporter in Afghanistan, refers to the “4-10-4” attractiveness scale. Explaining this on “The Late Show with Stephen Colbert” she says, “When you go to a place with very few women you suddenly become super attractive. You’re a 4 at home and you ship out, you become a 10, and then you go home and you’re a 4 again.”

Ironically, the same thing happens with product packaging. Often new product packaging concepts look their best when first presented for review by the graphic design agency in a stark conference room.

And why wouldn’t it? The freshly-minted packaging art is the brightest thing in the room. It is unique and it is new. The colors are ultra-vivid. The type is immaculate. This design, this package, it is a thing of beauty.

But It is not real. A conference room is not a grocery store shelf-lineup, an unfriendly place where your drop-dead-beautiful-this-can’t-be-beat package is surrounded – standing shoulder to shoulder with dozens of its competitors, some shouting, some whispering, the same confident yet haunting retail chant: “Pick me, pick me!”

We all know changing a package design can be risky. If you’re uncertain whether your packaging is in need of an update, a shift, or a complete makeover, Decision Insight can help. Our Packaging Audit process takes the guesswork out of package design. It provides context and quantifiable feedback – telling you what consumers like and don’t like, notice or don’t notice, and might buy, will buy or won’t buy.

Learn more about Packaging Audits in the recent DI newsletter, “Does your packaging need a makeover?” or email