Our Approach
Curion recruited primary household grocery shoppers who regularly baked and roasted using parchment paper.
Each consumer was sent four potential prototypes accompanied by detailed sets of instructions.
Consumers cooked with and experienced each package type and directions and recorded their reactions through video diaries and surveys.
Following the study, we invited fourteen participants to help shape the second-generation prototype.
Insights
- Participants noted that the original package instruction design failed to change their usage habits and lacked a direct call to action.
-
Instructions needed to be more straightforward and color accented to grab customers’ attention.
Results
Using the insights from this study, Reynolds aligned their packaging to meet consumers’ needs. Their new product packaging will elevate the user experience and hopefully lead to increased market share.
