Packaging Sells

Packaging remains one of the most underleveraged marketing tools—despite the fact that, when done right, it can generate a significant lift in forecasted sales revenue.

To quantify the impact of package design on revenue and other key metrics, Nielsen recently compared the expected performance of optimized redesign concepts to that of current in-market packaging. The "Packaging Sells" report provides more detail on Nielsen's testing approach and its return on investment.


  • The impact of design testing on consumer preference and shelf standout, and its average return on investment
  • About Nielsen Design Navigator, and its advantages relative to traditional design testing approaches