Tropicana Packaging Analysis Realeyes – the Google of Emotions

Tested packages NewFailedCurrent

Evaluating Packaging – How To Pick a time span First 5 seconds is the average attention span on the shelf in the shop Look at emotions Relative strengths describe overall effect Happy is positive Best for predicting choice in academic literature Confused is negative Avoid confusion that may deter decision making

Evaluating Packaging - Comparison 1 st 2 nd 3 rd

Evaluating Packaging – In Detail Look for trends Improving response over time indicates better performance Observe peaks People affected strongly by peak response, not the average See where it ends State at the end of the experience matters for outcome Peak-end rule by Kahneman Average of the peak response and the emotion at the end describes the net impact of pack viewing

Happiness Strong growth over time Aligns well with strong market success of New Positive ending + peak-end Failed packaging tanked in the market

Confusion Failed created Confusion

Summary Emotions predict market performance – Failed packaging caused 20% fall in sales so they had to revert to Current – New packaging resulted in 50% increase in sales over Current Benefits of Realeyes’ emotion testing – Avoid sales loss from bad package launches – Avoid marketing costs on bad pack designs – Increase market share with effective packs

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