New method to measure behavioral responses to packaging elements.

Most packaging design studies have focused on the analysis of verbalisations of behaviour, which has long been questioned as a reliable research method. A new method incorporating memory and packaging recognition is presented to determine the importance of packaging elements and their combined effects, using a sequence of experiments (three online memory games) and measuring accuracy and reaction-times when one element is neutralised. In three pilot product categories the largest effect on accuracy came from colour, then picture/graphic, and typeface. This method can help marketers reviewing current and new packaging designs and promotional design changes under competitive situations.