Abstract:

Three possible replacement packs have been designed for Quality Street. These packs were evaluated in this research against the current standard carton along the following lines:

1. The general reaction to the design changes covering the attractiveness, casualness, suitability Quality Street of each pack;

2. Upright vs. flat packs. Does an upright pack make Quality Street more shareable, less formal? Does it affect the positioning of Quality Street in the assortments market?

3. Convenience of use of the packs. Which type of opening for the pack is preferred and why? How important a factor is this compared with other design considerations?;

4. Reactions to the cameos, the size, and shape of the window.