Using Science to See What Packaging Works and How Your Brewery Can Sell More Beer

CBC Online 2020
Speakers: Isaac Arthur, Shannon Anderson, Cody Fague

Are can cartons worth the extra cost? Does a 16-ounce can grab more attention than a 12-ounce? Is it a big deal if you use a different color for each of your SKUs? 

Sending your packaging to retail is nerve racking enough without worrying about the design and branding cues that will help it sell. Consumer research firm Package Insight teamed up with craft beer branding firm CODO Design to run a series of tests to see what does and doesn’t work in today’s retail environment. Through heat mapping, timing, and tracking eye gaze patterns—SCIENCE!—they have applied a quantitative lens to the otherwise qualitative field of branding and package design. Hear the results of this study, see what grabs consumer attention, and learn how you can apply these findings to your packaging to sell more beer.

Learning Objectives:

  • Learn what beer branding trends work (and which don’t)
  • Discuss how different packaging formats effect consumer behavior
  • Explore what design decisions have the most impact off premise
  • Discover how different genders and age groups perceive and interact with particular design cues

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This seminar was sponsored by: