PRS IN VIVO is committed to sharing our knowledge through academic collaborations, white papers and presentations.

Managing Brand Migrations: 3 Key Factors for Success

Brands migrate (or merge identities) for many different reasons – and pack design always plays a critical role in the success of any migration effort.   While there is no single solution, marketers and designers are wise to consider three important factors as they navigate this process. Visual Equities The cornerstone of any successful migration lies…

Read more

What Really Matters in Pack Innovation?

At PRS IN VIVO, we’re often asked what consumers really value in packaging – or to put it another way, “Where should companies focus our Innovation efforts?” If we are to generalize, we’d say that three (3) functional beliefs that people consistently value are: Portability We’ve also seen that creating packs that link directly to…

Read more

3 Ways to Connect with Millennials and Gen Z

How do you properly reach this Millennials and Generation Z through package design? Our answer is to be authentic and real! 1. Be Simple in Design A simple packaging design implies simplicity of the product inside, which in turn suggests an authentic product (i.e. not mass-produced). However, a plain white package can also appear dull or generic,…

Read more

Toblerone Mismanages a Product Downsizing

Toblerone recently made the news – and upset many of its biggest fans – by downsizing its product. But what seems to have caused the greatest concern is not the downsizing, per se. It was the fact that the company tried to hide this change, by keeping the packaging the same, while increasing the gaps…

Read more

Trends for 2017

  Scott Young, the Global CEO of PRS IN VIVO, was featured recently in Shopper Marketing magazine’s panel on trends for the coming year.   His comments included the following: “The more marketers and retailers emphasize pricing, the more they teach shoppers to make decisions based solely on price…” “Marketers have so much access to data…

Read more

Bilingual Packaging: Avoiding the Pitfalls

At PRS IN VIVO, we’ve tested multilingual labeling for many brands, across different countries and product categories. And generally speaking, the performance has been disappointing. In some cases, the second language copy has created actual confusion about the product (Have they changed the product? Is this a private label knock-off or a “gray market” item?)…

Read more

What Can We Learn from Mobile Eye-Tracking?

Over the past ten years, PRS IN VIVO has used Mobile Eye-Tracking (MET) to help marketers see the world “through the consumer’s eyes.”  In fact, we’ve taken the MET glasses everywhere from American Wal-marts to rural villages in India.   Here’s a quick look at some of issues we’ve explored: In-Store Studies typically focus on the shoppers’…

Read more

The New! Violator: To Use or Not to Use?

Clients often ask us, “Should we include the “New” violator on the packaging?” Our experience suggests that this message can drive shopper engagement, but it is most valuable when linked to directly to a meaningful benefit. So, we encourage our clients to go beyond just saying “New!” and try to quickly define “What’s New” about…

Read more

Are Eye-Tracking Substitutes “Good Enough”?

Over the past two years, we’ve explored three different methodologies that are promoted as lower-cost“substitutes” for in-person eye-tracking. Here’s a quick synopsis of what we found, through our parallel testing: 3M VAS VAS is an algorithm, which claims to predict visibility and viewing patterns without actually conducting shopper research.  However, we found this system to…

Read more

4 Best Practices for Optimizing Packaging for E-Commerce

How a new design system is introduced in market can significantly influence sales.  Here are four “best practices for minimizing risk: 1. Foster Brand Recognition (via Visual Continuity) First and foremost, shoppers are looking for reassurance that they are buying the same product (online) that they know/trust from the “brick-and-mortar” store.  So while pack images…

Read more