In the fast-moving world of consumer packaged goods (CPG), the difference between a product that gets tossed into a shopping cart and one that gets left on the shelf often comes down to seconds—visual appeal, clarity of messaging, and brand recognition. That’s why one of the most powerful (and underused) tools in a food or beverage brand’s toolkit is A/B testing.
While it’s commonly associated with websites and email subject lines, A/B testing is just as relevant—and arguably more valuable—when applied to packaging design, shelf placement strategy, and branded visuals. It's not just about making things look good—it's about making strategic design decisions based on real data, not just gut feelings.
Let’s dig into how A/B testing can help CPG brands optimize their packaging, refine their visuals, and build stronger connections with their audience—especially when your brand is due for a refresh, not a full rebrand.
What Is A/B Testing, Exactly?
At its core, A/B testing is a method of comparing two (or more) versions of something to see which performs better. In digital marketing, that might mean testing two different landing pages or email headers. In the food and beverage space, A/B testing can be used to compare two packaging concepts, different product descriptions, colour palettes, or even variations in typography and hierarchy.
This approach allows you to gather feedback directly from your target market, whether that's through in-store testing, online surveys, or digital ad engagement. With the right strategy, you can use A/B testing to make subtle but high-impact design decisions—before committing to a costly print run.
Why A/B Testing Matters in Packaging Design
Your packaging is your brand on the shelf. It tells your story when you’re not there to pitch it. In a competitive grocery aisle with harsh fluorescent lighting and dozens of similar products, your design needs to work hard—and fast.
Here’s where A/B testing fits into the playbook:
Shelf Visibility: Test two label layouts to see which one pops more in a retail environment.
Brand Messaging: Compare versions of your product description or tagline to see which better communicates your brand values.
Colour Psychology: See which colour palette grabs more attention or feels more in line with your brand personality.
Hierarchy: Test the order and size of key elements like your logo, flavour name, or callouts (e.g., “organic,” “low sugar,” “crafted in small batches”).
Even subtle shifts can change the consumer experience. A more readable font, better contrast, or restructured messaging can improve shelf impact without changing your core identity.
How to Conduct a Packaging A/B Test for CPG Products
You don’t need to invest in a full-scale consumer research study to start testing. Here’s a quick roadmap tailored to food and beverage brands:
1. Define What You Want to Test
Be intentional. Choose one variable to change at a time:
Typography: serif vs. sans-serif for the flavour name
Label layout: centered logo vs. top-left logo
Packaging finish: matte vs. glossy
Keep it simple, or you won’t know which change made the difference.
2. Create Two (or More) Design Variations
Work with your design team (or bring us in!) to create professional mockups of each option. These don’t have to be final print files—they just need to be realistic enough to get honest feedback.
3. Test in Realistic Conditions
There are a few smart ways to do this:
Digital Surveys: Use tools like Typeform or Google Forms with embedded mockups.
Social Media Polls: Get quick insights from your followers.
Retail Shelf Tests: Place both versions on a store shelf and observe behaviour or gather live feedback.
Trade Show Feedback: If you're attending an industry event, bring both samples and ask buyers or consumers for their take.
4. Ask the Right Questions
When testing, don’t just ask which version people “like.” Ask:
Which version catches your eye first?
Which design feels more premium/natural/trustworthy?
What do you think this product is (before reading the fine print)?
This will help you understand perception and alignment with your brand story—not just preferences.
5. Analyze the Results & Apply Insights
Once you’ve gathered enough data, look for patterns. Is one version consistently perceived as clearer, more trustworthy, or more attractive? That’s the version worth developing further.
If results are inconclusive, it might be worth testing another round with a refined focus—or re-evaluating what your audience actually values most.
A/B Testing Beyond Packaging: Storytelling & Digital Design
Packaging is only one part of your brand experience. A/B testing also comes in handy for:
Tagline Testing: Which version of your slogan better communicates your mission?
Ad Creative: Which product photo or lifestyle image gets more clicks?
Website UX: Does your “Shop Now” button work better above or below the product image?
By incorporating A/B testing into your design and marketing strategy, you build a feedback loop that helps evolve your brand based on real-world insights—not assumptions.
A/B Testing in Action: Real-World Example
We recently worked with a craft beverage brand looking to reposition their line of sparkling tonics. Their original design leaned heavily on minimalist cues, but early feedback suggested it wasn’t clearly communicating the functional benefits of the product.
We created two packaging variations:
Version A: Kept the minimalist style, adding a short, punchy benefit callout.
Version B: Introduced more vibrant colours, icons, and a larger product descriptor.
After testing with a small group of ideal customers through an online poll and limited retail test, Version B outperformed in both recognition and perceived value. This data gave the client confidence to move forward with a more vibrant look—without compromising brand integrity.
Final Thoughts: Make A/B Testing a Habit, Not a One-Off
Think of A/B testing as a muscle—one that gets stronger the more you use it. Whether you’re launching a new product, refreshing your packaging, or dialling in your brand messaging, testing your design decisions can lead to better outcomes and reduced risk.
The best part? You don’t need a huge budget to start. Just a clear hypothesis, thoughtful design options, and a willingness to listen to your audience.