Brand Packaging Questionnaire

© DeMo Design Pty Ltd 2009

We like to know as much about your product or brand as we can
before we start any conceptual work.

Once we have the information we need we can approach your

project in the most effective way, giving you, our valued client the
best value for money.

Please take a few moments to answer the questions on the following

pages, giving us as much information as possible.

Thankyou!
 CATEGORY

1. How effective is the shelf impact of the current packaging when integrated into it’s in-store
environment?
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2. Are the products easy to find? Yes / No Please Circle

3. How orderly or how chaotic, is the overall visual impression?

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4. How is the product field merchandised overall?

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5. What kind of fixtures are most commonly used?

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6. Is there an opportunity to improve the way the products are merchandised? Yes / No Please Circle

7. Which competitors products work best on shelf and why??

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BRAND PROPOSITION

8. Is there 1 good overall idea that communicates the brand proposition? Yes / No Please Circle

© DeMo Design Pty Ltd 2009

 BRAND IDENTITY

9. Is the brand name distinctive/memorable? Yes / No Please Circle

10. Is the Brand name own able? Yes / No Please Circle

11. Is the brand identity easily adapted to other media? Yes / No Please Circle

12. Is the visual weight of the brand logotype in balance with the overall design? Yes / No Please Circle

BRAND PERSONALITY

13. What is the brand’s personality?

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14. How well is the brand personality conveyed?

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15. Is it daring? Does it take risks... is it different enough? Yes / No Please Circle

BRAND POSITIONING

16. Does the current design accurately communicate the brand positioning? Yes / No Please Circle

COMMUNICATION / IMPACT

17. Is the packaging (front panel) trying to say too much? Yes / No Please Circle

18. Does it AMPLIFY what is important - DILUTE what is unnecessary? Yes / No Please Circle

19. Are the back/side panels & lids used effectively? How effectively?

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© DeMo Design Pty Ltd 2009

20. Does it affect the key senses?

Taste Yes / No Please Circle

Touch Yes / No Please Circle
Smell Yes / No Please Circle
Sight Yes / No Please Circle
Sound Yes / No Please Circle

21. If an opportunity exists, does it cross promote other products, describe product usage or give
recipe ideas?
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22. Does it have a marketable active benefit or ingredient that is unique to this product?

Yes / No Please Circle

23. Would the packaging benefit from an intrinsic device to communicate this benefit?

Yes / No Please Circle

24. Is the product illustration (if any) optimal? Yes / No Please Circle

25. Will the target audience immediately understand the communication? Yes / No Please Circle

HIERARCHY OF INFORMATION

26. Is there a clear hierarchy of information? Yes / No Please Circle

If yes, what is the hierarchy?

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27. If part of a range, are you clearly able to differentiate product type or variety? Yes / No Please Circle

APPEAL

28. Does it involve at an emotional level? Yes / No Please Circle

© DeMo Design Pty Ltd 2009

 29. Does it persuade & seduce? eg; does it say “trust me’, “buy me”? Yes / No Please Circle

ENDORSEMENT

30. Does it include a ‘quality’ or ‘ethical’ endorsement? Yes / No Please Circle

FLEXIBILITY

31. Can the design accommodate line extension? Yes / No Please Circle

STRUCTURAL

32. Does the pack open & close easily? Yes / No Please Circle

33. Is it ergonomically practical to hold and use? Yes / No Please Circle

34. Does the pack allow the product to be easily dispensed? Yes / No Please Circle

35. Does the pack have a distinctive, own able shape? Yes / No Please Circle

ENVIRONMENTAL

36. Is the pack made of recyclable material? Yes / No Please Circle

37. Does it encourage disposal in an environmentally responsible way? Yes / No Please Circle

38. Does the packaging have a secondary usage? Yes / No Please Circle

39. Are refills available Yes / No Please Circle

© DeMo Design Pty Ltd 2009

 WHAT IS YOUR VISION FOR THE BRAND?
Where do you see your brand in 5years time? will there be extensions a range of products?

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© DeMo Design Pty Ltd 2009