Interactive 3D tools assist packaging development

Rick Lingle in Packaging Design on January 25, 2016

3D technology provider ConceptSauce leverages cloud-based interactive applications for virtual shopping, 3D animations, concept visualisation and, most importantly for this audience, real-time online tools for package development and consumer research for retail markets. Abs Chamali, CEO of ConceptSauce, responds to our questions.


What is your technology and what does it do?

Chamali: ConceptSauce’s technology offering is a cloud-based platform for 3D graphics creation. Our solutions do not require any plugins (such as Flash) to run, allowing them to be used across multiple platforms. The technology enables rapid testing and visualisation of concepts in a 3D shopping environment, and allows clients to add videos and create concept Heatmaps as part of the 3D shopping journey.

On top of this, ConceptSauce also creates custom 3D animations for use in a 3D shopping environment as well as externally.

Our goal is to supply clients with all of their 3D graphics needs, from interactive virtual apps to 3D animated video and static visualisations.


How can it help in packaging and packaging development?

Chamali: Our solutions allow clients to visualise packaging design concepts in a store environment. The process of uploading concepts to the 3D store environment is very quick and intuitive, making it ideal for use in iterative design development. It is also possible to insert the store scenarios into online survey platforms, for use in consumer research, with very rapid results.

Multiple scenarios can be setup in seconds, allowing more than one pack design or shelf layout to be tested. This also allows for pack design testing across retail environment options in multiple markets.

We also offer a Heatmap solution. Embedded in surveys for consumer testing, Heatmaps allow consumers to indicate the areas of the pack design that they like and dislike. They can also comment on aspects of the concept, to help designers to discover the ‘why’ behind successful aspects of a particular design.  These Heatmaps and annotations can also work effectively internally, when used as part of a company-wide collaboration in the design process, enabling all stakeholders to feed in to the ultimate design concept.


What makes it unique or better than alternatives?

Chamali: The cloud-based interactive solutions offered by ConceptSauce do not use any plugins and are usable across different platforms and in different markets. A key feature of our solutions is the quick set up time of each solution. Our 2.5D and 3D shopping scenarios and virtual shopping environments take just minutes to setup, and we offer a 1-2 day turnaround.

The 3D virtual shopping environments also offer brands an agile and very cost effective solution, especially when used as an alternative to merchandising trials or central location tests.

Another unique feature is that clients can setup multiple scenarios with one click and add a countdown timer. That way scenario tasks can be timed and configured to ask respondents to locate products fitting certain criteria, for example, healthy products or products that stand out the most.


What are the steps involved?

Chamali: Each project type and process is fully documented for our clients’ use. We take each new client step-by-step through the initial setup. For 2D pack concepts, clients simply upload the visuals of their concepts using our Asset Manager tool. We then use the client’s concepts to create a 3D shopping environment in a few clicks. The whole process takes a few minutes.


What should users know about the requirements to use ConceptSauce?

Chamali: Turnaround times are specified in our online client Knowledge Space (online Wiki). In terms of pricing, we offer a three-tier solution: Pay and Go, Subscription Normal and Subscription Advanced. Our subscription plans offer real cost savings to clients needing to implement multiple projects, whilst our Pay and Go plan is a cost-effective solution for ad-hoc needs.


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