The British Video Association (BVA) recently commissioned research to help understand how best to communicate to consumers what is included within the multi-format product – Blu-ray + DVD + Digital Copy – that some distributors are now releasing.

The research, which was carried out by Engage, involved showing 1,520 consumers a variety of different pack designs to see how successful each one was in communicating what the pack contained, as well as whether it prompted any purchase interest.

The research shows that using the ‘Double Play’ or ‘Triple Play’ definitions on the pack, as well as an additional sticker for clarity, is the packaging formula that performs best in terms of consumer understanding. The findings also reveal that, when this packaging formula is followed, consumers are more likely to feel they are receiving value for money from the product.

The BVA aims to promote the new packaging formula as an industry standard over the coming months in order to help provide clarity for consumers.

Simon Heller, Blu-ray Partners Campaign Director at the British Video Association, commented: “This research has provided us with a great insight into what multi-format packaging should look like. The consumer needs to have utmost clarity when making a purchase and the BVA’s findings will help distributors to produce the most effective packaging as part of the marketing mix”.

He continued: “With video content coming on to the market in an ever more diverse range of formats, from physical to digital, it’s increasingly important for the industry to help consumers find their way.”

Templates of the packaging designs are available from the BVA for all distributors to use.

Story filed 12.12.10