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Pagegazer

Packaging & Visual Research

See which packs, logos, and visual creative actually capture attention, drive preference, and stand out in competitive environments. Empirically measured, not assumed.

What we test

Shelf & in-context packaging tests

Your pack on a realistic shelf alongside its true competitors. Participants scan and shop as they would in store. We measure time-to-first-fixation, dwell time, fixation counts, and which neighbours steal attention from your pack. Paired with choice, reaction-time, and post-task survey data, the results provide the fulll customer journey: which packs are noticed, considered, chosen, and preferred.

Focused design comparison

We compare your design variants, or your design against competitor packs, shown side-by-side or sequentially on a neutral background that isolates the design from the rest. AOI-level attention metrics (logo, claim, hero image, CTA etc) are compared between variants and contrasted with brand recognition and stated preference, so the design verdict is grounded in attention, recognition, and liking together.

Two pack designs side by side with fixation cluster overlays — left pack: attention dense on the logo; right pack: attention dense on the claim banner

Logo & brand-mark testing

Logos, brand marks, and identity systems. We measure recognition speed, distinctiveness against category lookalikes, and the associations the mark evokes, using brief-exposure and similarity paradigms.

Grid of logos with a gaze trail crossing between them and a fixation circle landing on the target logo

Print, OOH & magazine creative

Print ads, billboards, magazine spreads, and out-of-home creative — tested inside realistic surroundings, not in isolation. Your ad in a magazine spread among editorial; your billboard inside a street scene. We measure whether the hero message actually lands.

Magazine spread showing a gaze scan path across both pages, with fixations clustering on the headline and brand element of the print ad

Typical questions we answer

These are representative examples, not a fixed set. If your question is not listed, it can most likely still be answered.

"Which packaging design gets noticed first on the shelf?"
Who we help: Packaging designers and brand managers
Time-to-first-fixation on your pack relative to competitors, plus an attention heatmap across the shelf showing exactly which packs are scanned and in what order.
"Does our redesign actually win on the shelf, or only on the moodboard?"
Who we help: Brand teams running a refresh
Side-by-side shelf attention metrics for the current pack and the redesign, with stated preference layered on top so attention and liking are separated.
"Which elements on our pack drive attention, and which go unnoticed?"
Who we help: Pack designers and category leads
AOI-level dwell on logo, claim, hero image, variant cue, and ingredient. Surfaces design elements that win attention and those that get skipped, even on the winning pack.
"How distinctive is our brand mark against category lookalikes?"
Who we help: Brand directors and design leads
Recognition speed against a set of competitor logos, confusion rates, and unaided recall, using brief-exposure paradigms validated in academic research.
"Why is our redesign underperforming despite testing well in surveys?"
Who we help: Insights and brand teams
Reconstructs the shelf moment: separates "noticed but not preferred" from "preferred but not noticed" from "noticed and preferred but confused with a neighbour" — three different fixes.
"Which shelf position or facing count maximises attention for our SKU?"
Who we help: Trade marketing and category managers
Per-position attention metrics (eye-level vs. top vs. bottom, single facing vs. block) so the planogram conversation is based on measured visibility, not assumption.
"Does the pack land for younger shoppers as well as our core segment?"
Who we help: Brand managers and segmentation leads
Attention, preference, and recall broken down by demographics or self-reported familiarity, surfacing where one segment connects with the design and others miss it.
"Is our print ad or out-of-home creative actually being read?"
Who we help: Creative directors and OOH planners
Attention to the headline, hero visual, and brand mark when the ad sits inside a realistic surround (magazine spread, street scene), with comprehension and recall after.

Anatomy of a typical study

Let's take a common packaging question: "Does our redesign actually win on the shelf, or only when looked at in isolation?" Here is how a shelf-attention study answers that.

Sample & setup

We build a realistic shelf rendering — your pack alongside its true competitors at correct facings, in the right category context. Then we recruit 120–180 shoppers from your target segment to view the shelf in their own browser. They are given a realistic shopping task, for example: "Imagine you are doing your weekly shop. Pick the product you would buy from this shelf and add it to your cart." Variants are counterbalanced so position effects do not contaminate the comparison.

What we measure

  • Per pack: time-to-first-fixation, fixation count, and dwell time on the shelf
  • Per AOI on your pack: dwell on logo, claim, hero image, and variant cue
  • Brand-recognition latency — fixation on the logo vs. fixation on the overall pack
  • Shopping choice, time to decide, and number of revisits to candidate packs
  • Post-task unaided recall, confusion with adjacent SKUs, and stated preference and perceived premium
  • Whether the per-variant differences hold across shopper segments (demographics, prior brand familiarity)

What you get

We deliver a written findings report, starting with an Executive Summary & Recommendations section, followed by our in-depth analysis. This includes per-pack and per-AOI attention metrics (time-to-first-fixation, dwell, recognition latency), choice and revisit behaviour, survey results (preference, perceived premium, recall, confusion), per-segment breakdowns, and statistical-significance tests. Attention heatmaps and scan-paths are added for the shelf as a whole and for each pack; AOI metrics are shown as bar charts in side-by-side comparative panels, and segment-cut versions. Both raw and processed data are appended to the report (gaze, fixations, choice, and survey responses). We present the findings to your team in a 60-minute live readout, and answer any follow-up questions for 2 weeks after.

Typical outcome

Our goal is to always provide you with the most actionable insights possible. For shelf-attention studies this often means it is one of three possible outcomes:

  • Clear winner: One pack is both noticed faster and preferred when noticed, across the key shopper segments. The action is to ship it.
  • Mixed picture: The redesign is preferred when looked at directly, but loses on the shelf — a smaller logo, muted variant cue, or lower contrast against neighbours costs visibility. The pack-element breakdown points to the specific design features to scale back up before launch.
  • No clear difference: Both packs perform similarly on attention and choice. Key insight: the redesign is unlikely to be the lever here, and the team should look elsewhere (range architecture, shelf position, price perception).

Typical engagement

Timeline
3–5 weeks
Investment
€5–15k
Typical sample
100–150 participants

Single-pack and logo studies are usually lower complexity. Shelf and in-context studies are medium complexity because of the shelf rendering and AOI work. Multi-pack or multi-segment programmes scale up from there. Cost depends mainly on that complexity (stimulus build, AOI scope, analysis depth) and the sample size the question requires.

See the full engagement process on the homepage.

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