Orange Juice Packaging

A major orange juice producer wanted to enhance the impact of the graphic design on their carton. The i-Novation and Client teams developed 37 different options, including variations in color, picture, claims, flags, etc.
Leveraging our web-based StyleMap.Net program, we identified the contribution of each styling option. In doing so, two unexpected consumer segments of consumers emerged: one which responded to health messages and the other to nutrient additive messages. Interestingly, these same groups also exhibited different responses to non-text (graphic) features.
The client was delighted to have identified "new" target consumers and continues to leverage the research study database as a means of extracting new ideas.