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Results from Candy Japan box design A/B test

candyjapan.com

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Re: Results from Candy Japan box design A/B test

#51

Post by mrmondo »

morgante wrote: post #33
mc32 wrote: post #16

Earlier quoted context omitted.

It depends on the audience. Someone who admires Japanese culture will likely not have the same reaction as someone with little exposure to Japanese culture. The picture is not even on the same planet as 'rapey' Whoever that was either said it to get a rise or they have some distinct issues. One solution, perhaps, is avail both packaging options to buyers. The typeface and font, I think, could be improved. It kind of…

> It depends on the audience. One problem is that even if the person receiving the box is exposed to Japanese culture, their coworkers probably aren't.

Yeah that's something I find really embarrassing - so much so that my first thought was 'omg I have to cancel this service' when I saw it

Re: Results from Candy Japan box design A/B test

#52

Post by bemmu »

akx wrote: post #37

How about a plain box in some relevant color (sakura blossom pink? :) ), hand-stamped with the Candy Japan logo? In my mind's eye, that'd remain classy enough not to be creepy/cringy/embarrassing (as https://news.ycombinator.com/item?id=11641715 complains), but would also have sort of a personal touch to it. Having a couple rubber stamps made and stamping each box during packaging wouldn't probably cost an awful lot.…

Seems like a good alternative. There has been a lot of valuable feedback in these comments. I hadn't considered how these might be perceived at a workplace, or that people even receive packages at work.

Re: Results from Candy Japan box design A/B test

#53

Post by mc32 »

mrmondo wrote: post #50
nihonde wrote: post #41

Earlier quoted context omitted.

Eh, I'm pretty sure most people in Japan would mutter 'hentai' if they saw that box on your desk. It's childish (at best), even by local standards.

Yeah I think it's really borderline, besides the product is candy - not girls so why make girls the main / standout part of the very publicly visible packaging. It just looks... Dodgy!

Sort of... It follows Japanese advertising characteristics and they are selling Japanese candy. So.... But, yes, I think the people depicted are too prominent and the candy should be more conspicuous. The packaging might benefit by giving the candy more prominence?

Re: Results from Candy Japan box design A/B test

#54

Post by mrmondo »

iumtuip2001 wrote: post #27
mrmondo wrote: post #2

I much prefer the plain packaging because: - The anime picture is embarrassing to receive in the mail / at work. - The picture itself is kind of creepy, someone walking past my desk once even described it as 'rapey'. - I can reuse the box. - I am not 6.

The "someone" who described that picture as "rapey" has some deep issues.

Perhaps, but it's not a huge jump from creepy given how hyper sexualised girls are in modern society coupled with perhaps some good intentioned coworker humour but at the end of the day I'm paying for the interesting candy, not for cartoons of young girls and I find that weird regardless.

Re: Results from Candy Japan box design A/B test

#55

Post by frozenport »

eru wrote: post #15
aresant wrote: post #5

In a past life I founded/operated a conversion rate optimization company. One of our all time most successful tests was related to this story and happened almost by accident. The client had just rolled out new packaging and wanted help validating the change statistically, very similar to this situation. Their metric was measuring upsells to a premium product after a purchase, and like Candy Japan, found statistically…

I wonder if you could have gotten a similar result from the same models holding the old box?

Alternatively, what if you already had the models and wanted to improve?

Re: Results from Candy Japan box design A/B test

#56

Post by x5n1 »

frozenport wrote: post #55
eru wrote: post #15

Earlier quoted context omitted.

I wonder if you could have gotten a similar result from the same models holding the old box?

Alternatively, what if you already had the models and wanted to improve?

I would invite said models, but it will not be a shoot for candy.

Re: Results from Candy Japan box design A/B test

#58

Post by nihonde »

krapp wrote: post #43
nihonde wrote: post #41

Earlier quoted context omitted.

Eh, I'm pretty sure most people in Japan would mutter 'hentai' if they saw that box on your desk. It's childish (at best), even by local standards.

>Eh, I'm pretty sure most people in Japan would mutter 'hentai' if they saw that box on your desk. You mean "kawaii," right?

Maybe if it was teenage girls all the way around. If a 25+ year old male had that laying around, I guarantee you all the women I know would non-judgmentally classify him as 'probably hentai'.

Re: Results from Candy Japan box design A/B test

#59

Post by tokensimian »

One consideration is the user experience is not connectable to a purchase.

If I went to a friends house and saw this, I would never remember the name. If you could combine "making the purchaser look cool" with timing-relevancy, I think your packaging improvement would pay dividends.

Put another way, I believe your A/B ratio test is actually X*Y/Z where X/Z and Y/Z are both Terrible idea, (possibly) useful for analogy: Instead of optimizing the unboxing experience alone, if you also included cards with QR codes, where every QR code immediately triggers a free candy bar (with user data entry on a mobile app). It should also provide social value to the host in realtime; maybe they also receive an immediate notification that their guest scanned their card plus some other bonus I can't think of.

The point is to get closer to the conversion/churn decision, or provide more value to your consumer.

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