A winery had 14 label visuals for its new bottle range. Two labels were already used in stores, while 12 were new concepts. The team needed to know if the existing labels were still competitive or if new visuals should replace them.
We ran a MaxDiff study on images with 250 consumers. Respondents repeatedly chose the most and least appealing label among small sets. This produced a robust preference ranking with direct comparability between existing and new designs.
Notably, all three top-ranked labels are exclusively new design concepts..
New labels occupy the top 5 ranks. Existing labels squeezed into positions 6, 7, and 11 with scores of 76%, 71%, and 42% — a significant preference drop that validates an immediate redesign. (rank 11). The pressure from new designs is undeniable.
The brand avoided a subjective design decision and switched to data-backed packaging choices, prioritizing concepts with stronger shelf and online appeal.
This case study was derived from a real study conducted by MaxDiffPro. It has been anonymized for confidentiality: the tested options and results shown here do not correspond exactly to reality. The actual study had the following characteristics:
The timeline depends on the complexity of the study and the target audience.
Image-based MaxDiff ranking across existing and new label visuals
MaxDiff helps teams identify which messages, features, or ideas truly resonate with customers.
Typical study: 15–25 items tested · 150–300 respondents · Results in 3–5 days
Request a Demo