Designalytics, in partnership with Dieline, announced the winners of the first-annual Designalytics Effectiveness Awards recognizing package redesigns that have been instrumental in driving business growth for fast-moving-consumer-goods (FMCG) brands. Unlike traditional design awards that rely on a panel of judges, winner selection for the Designalytics Effectiveness Awards was entirely data-driven— leveraging an analysis of sales performance through retail scanner data for six months prior to and following a redesign, as well as quantitative consumer evaluation using Designalytics’ own proprietary research technology.
“Historically, the impact of design has been difficult to measure, and thus quickly dismissed as unimportant relative to other trendy or quantifiable factors. Now that we have the precise tools to measure design performance, we can illustrate how packaging design can be a significant marketing lever for business growth—capable of driving double-digit increases in sales, as many of our winners have demonstrated,” said Steve Lamoureux, CEO and Founder of Designalytics.
Earlier this year, Designalytics announced Hill’s Science Diet, a Colgate-Palmolive brand, with its package redesign led by Beardwood&Co., a New-York-based branding agency, as its grand prize winner. Designalytics' evaluation revealed that pet owners are twice as likely to purchase Hill's Science Diet's redesigned package over the former packaging, a finding confirmed by analysis of retail sales data and consumer insights. During the six months following Hill’s Science Diet redesign, the brand grew 17% as compared to the six months prior, representing an annualized increase of approximately $100 million. Consumers responded overwhelmingly to the emotive aspects of the new design, where dog or cat photography is hero, supported by the scientific reasons-to-believe, and retention of the white backdrop as a key brand equity element.
Award-Winning Brand Redesigns:
● Theo Premium Organic Chocolate: grew sales by 11% and increased base velocities by 20% following the redesign. Agency: clarkmcdowall.
● Boulder Canyon Salty Snacks: reversed a downward sales trajectory—from -38% to +17%. Agency: Interact Boulder.
● think! Protein Bars: reversed a downward sales trajectory—from -7% to +6%. Agency: DDW.
● Natural Delights Medjool Dates: increased sales by 4%. Agency: MJR Creative Group.
Honorable Mention Redesigns:
● Werner Meat Snacks: increased sales by 13%. Agency: Flint Design Co.
● Nancy’s Probiotic Foods: reversed a downward sales trajectory—from -16% to +4%. Agency: Flint Design Co.
“We’ve always known and understood the implicit value of design in business. We see the Designalytics Effectiveness Awards as integral in driving greater awareness of that amongst business leaders. By applying sales and Designalytics’ consumer response data to the selection process, the power of design is virtually indisputable,” said Andrew Gibbs, founder and Editor-in-Chief at Dieline, a global media brand for consumer packaging and consumer brands, and partner of the Designalytics Effectiveness Awards.
Brands and their creative agencies submitted package redesigns launched in the United States between July 2017 and July 2019 for consideration. Click here to read the winners’ case studies including additional data details.
Designalytics provides a system for monitoring the performance of your brand’s and competitors’ package designs. By combining syndicated analytics with “on-demand” design testing, brands can manage their designs more proactively and select the design routes that are most likely to drive strong sales performance. Designalytics offers the highest-quality design performance data available—while requiring significantly less effort and expense than traditional research solutions. For more information, visit designalytics.com.
Dieline is a media brand for consumer packaging and consumer brands. It is unaffiliated with BXP magazine, but the brands often cooperate with each other with BXP often promoting Dieline's news and awards programs. Learn more about the Dieline at www.thedieline.com
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