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Red Diamond

The eyes don't lie. How we used eye-tracking research for Red Diamond.

Research, Package Design


Determine which package design is most appealing to shoppers

who drink or purchase coffee.


We conducted grocery store and little league ballpark intercepts testing the four package

designs in three locations. We surveyed customers on what they thought their favorite package design was, but we also videotaped and tracked their eye movement, noting which package their eyes first went to and what they lingered on.

Telling the Red Diamond Story

The tan package was the only one that triggered a “sensory” response. It

evoked images of nature, warmth and texture.

We recommended a brand design direction that was in line with the Red Diamond

brand story: Perfection comes from natural ingredients.

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