Introduction
What Are Shelf and Pack Visual Experiments?
Simulated Shelf Testing
This method recreates a realistic shelf set (physical or digital) to see how your product performs next to competitors. It’s ideal for studying visibility, brand recognition, and purchase interest in cluttered or competitive retail environments. Zappi simulated shelf experiments, for example, allow you to customize a digital shelf layout and place your pack alongside others to benchmark performance.Pack versus Pack Comparison
Sometimes called A/B testing, pack comparison methods show consumers two or more package design options side-by-side and ask for preferences, purchase intent, or visual appeal. These tests are used during early design stages or when narrowing down final formats.Single-Pack Diagnostic Testing
This is a more focused approach, where one package is shown on its own to gather feedback on design elements, clarity, messaging, and appeal. It’s used to identify specific strengths and areas for improvement within a single creative concept.- When should you use visual experiments? When developing new packaging, evaluating redesigns, entering new retail channels, or validating your creative direction.
- What can you measure? Visibility, preference, eyes-on-time, message understanding, purchase intention, and emotional connection.
- Why is it valuable? Because packaging is the first touchpoint for many consumers – and visuals influence trust, recognition, and buying behavior.
Why Use Zappi for Visual Testing?
1. Fast, Self-Serve Testing Built for Agility
Zappi was designed for speed. Within just a few hours or days, you can upload your designs, configure your shelf test or A/B comparison, and start gathering results. This level of speed is critical when business timelines are tight – such as during launch prep, creative sprints, or retail line reviews. Testing product visuals in Zappi gives organizations the space to make smarter decisions without slowing down the process.2. Built-in Research Benchmarks and Norms
One challenge with DIY research tools is knowing when your results are “good.” Zappi solves this by offering extensive normative data across industries and product categories, so you can see how your packaging performs relative to similar competitor products. This benchmarking feature makes Zappi visual tests especially valuable for those still building internal research capabilities – serving as a built-in reference point to give your team confidence.3. Intuitive Interface for Beginners
One of Zappi’s biggest strengths is its simplicity. Even if you’re not a trained insights professional, the platform walks you through setting up projects with pre-set templates for shelf test design, pack comparison testing, and creative diagnostics. For brands new to DIY research platforms, this ease of use is empowering – letting more people across the organization take part in data-driven decision-making.4. Strategic Support with On Demand Talent
While DIY platforms like Zappi make testing accessible, there’s still an art to asking the right questions, interpreting the data, and applying findings back into business decisions. That’s where SIVO’s On Demand Talent can provide added value. Our insights professionals can join your team on a flexible basis to help:- Design research that aligns with your objectives
- Translate consumer feedback into actionable recommendations
- Coach internal teams on how to get the most from Zappi
How to Design Pack and Shelf Tests in Zappi Step-by-Step
Designing effective visual experiments – like pack testing and simulated shelf testing – in the Zappi platform doesn’t require deep technical expertise, but it does require a thoughtful approach. Whether you’re comparing two package design options or evaluating how your product competes on a shelf, following the right steps ensures reliable, actionable results.
Start with Your Objective
Before choosing stimuli or test formats, define your research question. Are you evaluating a new design? Testing consumer recognition? Comparing pack versus pack concepts? Zappi offers flexibility, but clarity up front will guide your setup.
Choose the Right Zappi Test Format
Zappi offers purpose-built modules for testing product visuals. The two most popular options for packaging insights are:
- Simulated Shelf Tests: Ideal for testing how your packaging performs in a competitive retail context. Consumers see your product on a digital shelf with competitors, mimicking an in-store decision.
- Pack Evaluations (A/B or Multi-cell): Designed for direct comparison of different packaging designs. Use this when you want detailed feedback on look, clarity, appeal, and value perception per design.
Upload Stimuli
Upload high-quality visuals of your packaging concepts. Zappi works best when images are formatted consistently – same angles, sizes, and resolution – to avoid bias. For shelf tests, ensure correct context by including realistic competitor packs.
Define Your Audience
Select the target demographic that most closely represents your brand’s shopper. In Zappi, you can segment by age, gender, shopping behavior, and more, ensuring relevant and reliable results.
Adjust Test Settings
Zappi’s platform allows you to tweak settings like cell structure (A/B or multi-cell), randomization, exposure time, and question types. Consider including:
- First choice / findability ranking
- Purchase intent
- Design clarity and comprehension
- Emotional connection
Don’t forget to review the copy and framing of your survey questions – even small missteps here can skew results.
Launch and Analyze
Once finalized, launch your test for fast turnaround. Zappi’s dashboards showcase highlights via data visualizations and key metrics, helping you spot winning designs quickly.
Tip: Use filters to compare how different segments respond. Do older vs. younger buyers favor different visuals? Does shelf presence differ by category familiarity?
This end-to-end research design might seem simple, but maximizing your outcome takes strategic thinking. That’s where human insight – and the right talent – can make a big difference.
Common Mistakes and How On Demand Talent Can Help
Even the most powerful DIY research platforms can lead you astray if the setup, analysis, or interpretation goes off-track. Zappi simplifies the process of running shelf and pack tests, but teams new to visual experiments often fall into some common traps – especially when operating without the guidance of experienced insight professionals.
Top Pitfalls in Visual Pack Testing
- Unclear Objectives: Running a test just to "see what performs better" without defining clear success criteria can make data hard to act on.
- Poor Stimuli Design: Inconsistent image framing, sizing, or lighting between pack designs can skew results or introduce bias.
- Audience Misalignment: Targeting the wrong audience segment in Zappi may lead to feedback that doesn’t reflect your actual shoppers.
- Misreading the Metrics: Zappi’s dashboards provide rich data, but interpreting it in business context requires expertise.
- Underutilizing Platform Features: Many users skip deeper analysis options like heatmaps, diagnostics and cross-tab comparisons, limiting insights.
How On Demand Talent Adds Value
This is exactly where On Demand Talent from SIVO makes a meaningful difference. Unlike freelance marketplaces or temporary hiring, On Demand Talent offers immediate access to seasoned insights professionals who understand both the tools and strategy behind high-quality consumer research.
Here’s how these experts bridge the gap:
- Smart Scoping: Helping teams plan studies with clear objectives and test design tailored to business needs.
- Platform Expertise: Knowing exactly how to set up shelf or pack tests in Zappi for optimal results – including how to frame stimuli, define respondent quotas, and choose the right metrics.
- Data Interpretation: Translating research results into insights that matter for design direction, marketing, or product teams.
- Upskilling Your Team: Coaching internal teams on how to use DIY tools effectively so they become stronger long-term.
In a landscape where speed and cost-efficiency matter more than ever, having access to experienced help when you need it can keep your research from going off course – or worse, being ignored post-launch.
Optimizing Visual Impact with the Right Research Expertise
Using a DIY research tool like Zappi allows brands to move fast, test frequently, and make quicker design decisions. But the greatest packaging results happen when automation is paired with informed strategy. To truly optimize the visual impact of your packaging – from on-shelf standout to emotional resonance – you need someone who knows how to ask the right questions and turn data into direction.
The Role of Insights Professionals in Visual Pack Testing
Modern marketers and product teams wear many hats. While platforms like Zappi help streamline testing, visual experiments still benefit deeply from creative analytical thinking – a skill refined through experience in consumer insights.
Research experts help ensure that key testing principles aren’t forgotten in the push for speed. These include:
- Contextual nuance: Understanding category behavior, shopper habits, and retail dynamics to structure experiments that drive real outcomes.
- Appropriate benchmarks: Knowing what success looks like across industries helps set realistic expectations.
- Design interpretation: It’s not just which design wins – it’s about why it wins, and how consumers perceive your brand through its visual cues.
Why Flexible Talent Matters More Than Ever
As businesses adopt more DIY research tools, there's a temptation to "save" by going fully self-serve. But that can lead to subpar or misleading outcomes without the right oversight. Today’s smartest teams are investing in flexible solutions that balance technology with human insight.
With SIVO’s On Demand Talent, you get access to real experts who can jump in wherever you need help – for a few weeks or several months. Whether you're lacking internal capacity or need a fresh perspective, these professionals serve as an extension of your team.
For example, a fictional startup launching a new ready-to-drink beverage may use Zappi to test multiple pack designs. But they may not know how to structure a shelf test to mimic the beverage aisle specifically, or interpret why consumers rate one label design more favorably. A seasoned On Demand Talent expert can guide the research from start to finish – ensuring not only that the test is run correctly, but that the final recommendation aligns with market realities.
Bottom line? The right combination of smart tools and expert minds leads to better design decisions – and stronger brand results.
Summary
Packaging is more than just design – it’s how your product speaks to consumers at a glance. DIY research platforms like Zappi make it easier than ever to test packaging performance through visual experiments, shelf simulations, and A/B comparisons. In this post, we’ve explored what these methods are, why Zappi is a strong fit, how to design tests step-by-step, what pitfalls to avoid, and most importantly – how drawing on expert insights can elevate your testing from good to great.
Whether you're a growing brand or part of a global insights team, aligning smart research design with strategic interpretation ensures packaging choices that connect with real shoppers. If your team needs a boost, flexible On Demand Talent from SIVO is here to help.
Summary
Packaging is more than just design – it’s how your product speaks to consumers at a glance. DIY research platforms like Zappi make it easier than ever to test packaging performance through visual experiments, shelf simulations, and A/B comparisons. In this post, we’ve explored what these methods are, why Zappi is a strong fit, how to design tests step-by-step, what pitfalls to avoid, and most importantly – how drawing on expert insights can elevate your testing from good to great.
Whether you're a growing brand or part of a global insights team, aligning smart research design with strategic interpretation ensures packaging choices that connect with real shoppers. If your team needs a boost, flexible On Demand Talent from SIVO is here to help.
