Designalytics, in partnership with Dieline, has 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 Awards was entirely data-driven - leveraging 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," commented Steve Lamoureux, CEO and Founder of Designalytics. "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."
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.
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