Real Time Packaging Research Tool
Real-Time 3D, Interactive
Frito Lay, along with most consumer goods companies, has been experimenting with virtual capabilities to support insight gathering and research activities. This project involved the simulation of various packaging concepts against current packaging in a sterile, but contextual environment. Using technology similar to current video games, we created a photorealistic simulation environment to enable packaging research.
First we captured a variety of current packaging and competitive product in 3d to populate the shelf, then incorporated new packaging artwork and controls for the researchers to manipulate the stimulus being presented to the respondants. This tool also enabled the selection and up close investigation of virtual products.