Biscuit branding: Why every crumb matters

Brand Packaging: The Devil is in the Detail

When it comes to brand packaging research, it is often the smallest details that make the biggest difference. I recently worked on a project for a biscuit brand, and to be honest, I was surprised by just how detailed and meticulous the process was. It really opened my eyes to the lengths brands go to optimise shelf visibility and consumer recognition.

We used an interactive shelf survey tool to see how easily respondents could spot the brand and correctly identify it among competitors. The differences between SKUs were subtle, such as minor variations in colour, shape, and box design, yet these small details can have a significant impact on purchase behaviour. The project also included two competitor brands to provide a benchmark and understand how the client’s packaging performed in a real market context.

A treat for customers. A biscuit-based battlefield for brands.

Why Packaging Details Matter

Brands go to extraordinary lengths to maximise their presence on supermarket shelves. In this project, the research focused on four key areas:

• Visibility: Could consumers quickly find the product in a crowded shelf environment?

• Communication: Did the packaging clearly convey the brand and product type?

• Optimisation: How did small tweaks in box design, colour, or orientation affect recognition?

• Persuasion: Did the packaging motivate respondents to add the product to their basket?

  
  

I found the project incredibly engaging and eye-opening. Watching how even the tiniest differences could influence shopper behaviour reminded me how precise brands have to be to succeed on the shelf.

The interactive element allowed participants to engage as if they were shopping in a real store, creating highly realistic insights. This type of consumer insights research goes beyond simple opinions and shows how subtle packaging cues can truly drive behaviour.

The Subtle Science of Shelf Success

Working on this project with a larger agency made me realise just how competitive the retail environment is. Brands invest heavily in SKU optimisation, understanding that even minor packaging differences such as hue, shape, or box positioning can influence sales and brand perception.

Including two competitors in the survey allowed us to benchmark the client’s packaging directly against alternatives on the shelf. This comparison highlighted areas for improvement and demonstrated the importance of standing out in a crowded market.

Key Takeaways for Brands and Marketers

1. Every detail counts: Subtle differences in design, colour, or placement can affect brand recognition.

2. Benchmarking is critical: Comparing against competitors provides context and highlights opportunities for improvement.

3. Interactive testing is powerful: Allowing participants to engage with packaging simulates real-life shopping behaviour.

4. Invest in high-quality research: Comprehensive packaging studies, while potentially costly, offer significant competitive advantage.

5. Focus on optimisation and persuasion: Packaging is not just a container; it is a communication tool that drives decision-making.

   
   

so detail really does take the biscuit

Packaging is more than just the box a product comes in. It is a strategic asset that influences visibility, recognition, and purchase decisions. This project surprised me with its level of detail and precision, showing how brands meticulously test every element to optimise performance. Including competitors in the research provides valuable benchmarks, while interactive surveys reveal insights into how subtle cues affect consumer behaviour.

If you are a brand, retailer, or agency looking to optimise packaging or understand consumer perception on the shelf, survey-based research can provide actionable insights that make every detail count.