Just a small update, but I just ran a survey for customers to see which package they would rather have.
Which package design would you rather receive?
The white one with illustration 79%
The plain dark one 21%
Total votes: 52
Results from Candy Japan box design A/B test
71–80 of 98 posts
Re: Results from Candy Japan box design A/B test
#72Now you have to try out different designs to see if it matters (it does and it can).
Re: Results from Candy Japan box design A/B test
#73How 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.…
I second having something more classy. Japan is renowned for its package design, so why not include this aspect as part of what's being sold? Maybe something like how Meiji brands their goods. That illustration/design would seem to me to make you less differentiated from your competitors who are tacking on candy to their other "nerd culture" offerings.
Re: Results from Candy Japan box design A/B test
#74Both packages look pretty ugly. Hire a better designer...
Re: Results from Candy Japan box design A/B test
#75I 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 picture itself is kind of creepy, someone walking past my desk once even described it as 'rapey'. This person may have some deeper issues than just the innocent picture on this box.
If we replaced all pictures of females on candy boxes with males I would hazard a guess that someone would still have something to say about it.
Re: Results from Candy Japan box design A/B test
#76Earlier quoted context omitted.
> 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.
So I think the main issue is how the buyer might perceive the packaging. If a coworker has issues... I think the coworker has issues. It's like someone finding Barbie offensive (for other than body image issues). I can't see it. Are these people who whisper and shuffle when they buy condoms or feminine products at the checkout counter? Do they wrap their wine or beer in brown bags? It's hard to imagine this person.
Masking one's preferences and behavior to avoid offense in a public is a defining element of Japanese society and culture. And while everyone there is more inured to these kinds of graphics, the design of packaging for everyday goods often veers towards the minimal/elegant for precisely this reason.
Re: Results from Candy Japan box design A/B test
#77I 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.
Those are great points. I'm actually hoping to be convinced that I should stop using the new box, because it costs more. Maybe I should start calling this the plain vs. rapey test.
Why not leave it as an user configurable option. I personally think that the new box looks better.
Re: Results from Candy Japan box design A/B test
#78I 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.
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…
I had to a do a double take on the logo typeface after I read your comment. Turns out it is Lobster.
Re: Results from Candy Japan box design A/B test
#79I run a subscription business through mail myself, and I love your posts.
Have you tried to run introduction offers? 50% off for first shipment for example? If I were you I would try to put the countdown for the next shipment on top of your site. Thats a really powerful psychological factor.
Your CTA is also a little unclear, why do I need to first get an email, then a link? The buy process should be straight forward, not through my email. And if you have a really good reason for doing it this way, you should atleast tell me why I need to leave my email.
I really like the cartoon that explains the process. Very good.
Regarding packaging design, we did a huge remake in 2013. We increased our prices with 30%, and redesigned packaging completely. Doubled our LTV, insane gains. Just keep testing, but try to change provider for carton. We pay $0,1 USD for bigger cartons then yours, in one of the most expensive countries in the world. (With plastic window for address field) We chose to put our three USP on the back of the shipment box, to remind your customers every time they receive a shipment why they subscribed in the first place.
Keep testing!
Re: Results from Candy Japan box design A/B test
#80Honestly, I think it would have been really bizarre if something as unrelated to the central product as the design on the box, changed something as fundamental as retention of customers.
That works under the assumption that humans are purely rational beings, which we are not. Though I don't necessarily think the design chosen was a great choice based on other comments here. Maybe something a bit more generic, yet still colourful (like the candies in games like candy crush) would have been a better choice.
Maybe, and if they were selling something for display, like figurines, or even a quasi-collectible I would be right there with you. I know people who like that kind of thing, and they would like a funky box too. This is JUST candy though, it's just people buying something they want to eat. It's a different mindset, and I think, less likely to be engaged by the aesthetics of the packaging (as in the box). They're interested in the packaging of the actual candy, and the candy itself.
All of this is "I think" and "IMO" of course.