Frequently asked questions A repeatable, scored comparison of your pack against a competitor’s on five dimensions, findability, block, hierarchy, distinctiveness, and finish, rated in the order a shopper’s eye moves. It replaces “we stand out” with a number you can act on. A screen renders every pack in the same flat, perfect light, which hides the two dimensions that most decide the sale: distinctiveness and finish. Finish, the thing that defends your price, only reads on a real substrate in the hand under store light. Scoring on a production-matched comp is the only way to get an honest number. Five, in attention order: findability, block, hierarchy, distinctiveness, finish. The order matters because the average shopper’s eye rests on a pack for under two seconds (EyeSee), so if the pack fails findability, nothing below it gets read. Three times: before briefing a redesign, to name the row you’re losing; on the concept in production-matched form before tooling, to confirm it beats the old score; and after the reset, to confirm it held on the real shelf.The shelf teardown, answered.
What is a shelf teardown?
Why score on a physical comp instead of a render?
How many dimensions and what order?
When should I run a teardown?