Study Summary
Study Summary
Study Summary
Circumstance: Skullcandy had developed a tiered product family system, but didn't know if their target market could understand the value differences, perceive the tier hierarchy through packaging design, or identify which products were worth the premium pricing.
Circumstance: Skullcandy had developed a tiered product family system, but didn't know if their target market could understand the value differences, perceive the tier hierarchy through packaging design, or identify which products were worth the premium pricing.
Circumstance: Skullcandy had developed a tiered product family system, but didn't know if their target market could understand the value differences, perceive the tier hierarchy through packaging design, or identify which products were worth the premium pricing.
Methods: We tested six product packaging variations to determine the optimal layout, assess whether consumers could differentiate among product tiers, understand the upgrade system, and assess whether subtle packaging color changes (white to black) effectively communicated the value hierarchy. To meet these objectives, we recruited 30 participants within Skullcandy's target demographic (18-25 years old) and designed a multi-phase study.
Methods: We tested six product packaging variations to determine the optimal layout, assess whether consumers could differentiate among product tiers, understand the upgrade system, and assess whether subtle packaging color changes (white to black) effectively communicated the value hierarchy. To meet these objectives, we recruited 30 participants within Skullcandy's target demographic (18-25 years old) and designed a multi-phase study.
Methods: We tested six product packaging variations to determine the optimal layout, assess whether consumers could differentiate among product tiers, understand the upgrade system, and assess whether subtle packaging color changes (white to black) effectively communicated the value hierarchy. To meet these objectives, we recruited 30 participants within Skullcandy's target demographic (18-25 years old) and designed a multi-phase study.
End Result: We identified the optimal product packaging layout that resonated most with the target demographic. We discovered that the color progression from white (entry-level) to black (premium) successfully communicated value differences to potential customers. Our findings enabled Skullcandy to refine their packaging design to communicate product value better, ensured their tiered system was intuitive to young consumers, and validated their visual hierarchy strategy across the product family.
End Result: We identified the optimal product packaging layout that resonated most with the target demographic. We discovered that the color progression from white (entry-level) to black (premium) successfully communicated value differences to potential customers. Our findings enabled Skullcandy to refine their packaging design to communicate product value better, ensured their tiered system was intuitive to young consumers, and validated their visual hierarchy strategy across the product family.
End Result: We identified the optimal product packaging layout that resonated most with the target demographic. We discovered that the color progression from white (entry-level) to black (premium) successfully communicated value differences to potential customers. Our findings enabled Skullcandy to refine their packaging design to communicate product value better, ensured their tiered system was intuitive to young consumers, and validated their visual hierarchy strategy across the product family.