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The U.S. retail sector is huge and diverse, featuring a wide variety of retail chains, supermarkets, shopping malls, and e-commerce companies that significantly contribute to the country’s economy. Moreover, the world of retail holds immense significance, and for those operating within it, aesthetic packaging design plays a pivotal role.

It ensures that products stand out on crowded shelves, convey essential information, and make a memorable impression on consumers. In an industry where first impressions can make or break a sale, effective packaging design is a game-changer. The importance of testing in aesthetic packaging design underscores the critical role that thoughtful and well-tested packaging plays in the success of retail businesses.

Nowadays retail world leaders and their aesthetic packaging testing design

The technological world we live in has led the world’s biggest retailers to expand their businesses into digital channels. Initially, this means adapting all user experiences to a tangible method: packaging.

In this aspect, this element must convey everything the brand conveys physically. This can pose a total challenge since distribution chains are made up of various circumstances that may not be under the control of large multinational companies.

Just in recent years, these major brands, Gucci, Zara, Amazon, and Disney, have achieved the following sales figures:

Throughout 2022, Gucci achieved a turnover of 10.48 billion euros, an 8% increase.


The sales of the group that owns Zara grew by 13.5%, reaching 16.851 billion, the best mark achieved between February and July.


The annual worldwide net sales volume of Amazon in 2022 exceeded $513.5 billion. Within this figure, approximately $315.9 billion in revenue was generated by sales in North America.


In 2022, the Walt Disney Company generated approximately $28.71 billion in revenue from its various theme parks and resorts worldwide. This represented an increase of about $12.1 billion compared to the figure recorded in the previous year.


These brands have packaging that works hand in hand with their branding, making them easily recognizable and able to convey their values whether online or in physical stores.

And how do they achieve this? The answer is: by testing and simulating the transportation of their goods.

One step further in asthetic packaging design: Free Frustration Packaging

“Free frustration packaging” is a concept implanted by Amazon that refers to a type of packaging specifically designed to enhance the customer experience when unpacking a product. The idea behind this approach is to make the process of opening the package as easy and frustration-free as possible.

The core idea behind “free frustration packaging” is to improve customer satisfaction by ensuring they can quickly access their product without the hassle of struggling with the packaging. This can be especially important in e-commerce and home deliveries, where the initial impression of the product and ease of access can influence the customer’s perception of the brand and the online shopping experience.

Why aesthetic packaging testing matters?

First Impressions Count: A well-designed package creates an immediate positive impression on consumers. It conveys a sense of quality, professionalism, and attention to detail. However, if the aesthetics of the packaging are compromised due to issues like print defects, color discrepancies, or poor graphics, it can have a negative impact on the perception of your product.
Brand Identity: Your packaging is an extension of your brand identity. Consistency in design, colors, and overall aesthetics across your product line builds brand recognition and trust. Aesthetic testing ensures that every package adheres to your brand’s guidelines, maintaining a cohesive and strong brand identity.
Consumer Engagement Ignition: Engaging packaging designs can spark interest and curiosity, prompting consumers to interact with your product. Unattractive or confusing packaging, on the other hand, may lead to potential customers overlooking your product altogether. Aesthetic testing helps in identifying and rectifying design flaws.
Regulatory Compliance: Certain industries, such as pharmaceuticals and food, have strict regulations regarding packaging design. Aesthetic testing ensures that your packaging complies with these regulations, avoiding costly fines and product recalls.

How transport simulation equipment can assist companies:

Packaging testing machines play a fundamental role in improving the efficiency and quality of packaging operations, and therefore, they can provide numerous benefits to companies. Here are several key reasons why these machines are essential:

Reduction of Waste Costs
Consistency in Quality
Compliance with Regulations
Reduction of Customer Complaints
Innovation and Product Development
Enhance Shipping and Storage Efficiency

Which packaging tests need to be carried out?

Vibration test

Vibration tests on the packaging are carried out to assess the packaging’s resistance and its contents to vibrations that may occur during transportation and handling. These tests are critical to ensure that products reach their destination in good condition and without damage. Here’s what is evaluated in a vibration test and what can be found in the package when conducting this type of testing:

Assessment of Package Integrity:

  • Structural Strength: It is checked whether the packaging can withstand vibrations without deforming, breaking, or opening. This is important to prevent spills or damage to the contents.
  • Sealing and Closure: It is evaluated whether the sealing or closure of the packaging remains intact after vibration. This is critical for products that need to remain tightly sealed.

Assessment of Contents:

  • Physical Damage: The contents of the packaging are examined for possible physical damage, such as breakage, cracks, or deformations in the product. This is especially important for fragile or sensitive products.
  • Separation or Mixing: In some cases, vibrations can cause components inside the packaging to separate or mix undesirably. For example, in chemicals or pharmaceuticals, this can be critical.

Identification of Potential Issues:

  • Unusual Noises: Unusual noises during the vibration test can be identified, which could indicate problems inside the packaging.
  • Content Displacement: It is checked whether the content shifts inside the packaging during vibrations, which could lead to unwanted redistribution of components.

Drop test / Impact test

Drop and impact tests on packaging are conducted to assess the resistance of a container or packaging to impacts and drops during handling, transportation, and storage. The technical aim of these tests is to ensure that the products within the packaging reach their destination in proper condition and that the packaging effectively protects its contents. From a technical perspective, several key aspects are tested in these assessments:

  • Drop Resistance: Simulated accidental drops of the package from various heights and angles evaluate how the packaging responds to impacts. This helps determine if the packaging can withstand handling and transportation without damaging the product.
  • Impact Resistance: Controlled impacts are applied to the packaging to assess its ability to withstand bumps and shocks during transit. This may include direct impacts on specific areas of the package or general impacts.
  • Structural Integrity: Verification is made to ensure that the packaging maintains its structural integrity after undergoing drop and impact tests. This involves ensuring there are no deformations, breakages, or cracks that could compromise product protection.
  • Product Assessment: In addition to evaluating the packaging, the condition of the contained product is observed after testing. Any signs of damage or alteration to the product, such as breakages, spills, or changes in quality, are examined.

Compression test

When performing a compression test on packaging, the goal is to assess the strength of the packaging material and its ability to protect the product inside from external compression forces. This type of test is essential to ensure that products are not damaged during transportation, storage, or handling, especially when stacked or subjected to the weight of other products.

  • Material Strength: The strength of the packaging material, such as corrugated cardboard, solid cardboard, plastic, or any other used material, is assessed. This involves measuring the material’s capacity to withstand a compression load without excessive deformation or breakage.
  • Load Distribution: The distribution of the load on the packaging when subjected to pressure is analyzed. This is important to ensure that the load is evenly distributed and does not concentrate on a single point, which could cause damage to the product.
  • Packaging Deformation: The amount of deformation the packaging undergoes under a specific load is recorded. This is important to determine whether the packaging maintains its shape and structure, which can affect the integrity of the product inside.
  • Packaging Failure: The goal is to identify when and how the packaging begins to fail under pressure. This may include identifying weak points, such as corners or areas with lower strength.
  • Level of Protection: Through compression testing, it is evaluated whether the packaging provides sufficient protection to the product against the expected compression forces during transportation and storage.

The results of these tests help manufacturers and packaging designers make informed decisions about the packaging’s design and strength. If a product is prone to damage under a load, adjustments can be made to the packaging design, such as using stronger materials, adding structural reinforcements, or making changes to the packaging’s geometry to enhance its ability to withstand compression.

Safe Load Testing Technologies and aesthetic packaging design

In the competitive world of consumer products, packaging design is a make-or-break factor in attracting and retaining customers. While aesthetics are undoubtedly crucial, it’s equally important to ensure that the visual appeal remains intact throughout the product’s journey from your facility to the consumer’s hands. At Safe Load Testing Technologies, our focus is on providing the equipment you need to evaluate and enhance the performance of your packaging designs.

By combining aesthetics with functionality, you can create packages that not only look great but also protect and promote your products effectively. Contact us today to learn more about how our testing machines can benefit your packaging design process.


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