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The significance of careful packaging and label design is essential for success in the marketplace. There are many sources of error and thus an exact analysis of even minute details is necessary. Even small nuances, for instance in the color palette, can have decisive effects on future purchase decisions.

The packaging test is usually performed as a CLT [central location study]. One must take care that the selection of respondents forms a representative cross-section of the target groups. It can be helpful to hold group discussions in preparation. This can aid in identifying general criteria that are of special interest for the target groups in terms of packaging and label design.