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Nielsen Extends Marketing Effectiveness Expertise To Package Design

Nielsen Design Navigator Launches at Consumer 360

New York, NY – June 25, 2015 – Nielsen, a leading global provider of information and insights into what consumers watch and buy, announced on June 23, the launch of Nielsen Design Navigator, a creative enablement tool that helps marketers significantly improve the in-market effectiveness of package design.  With this launch, Nielsen brings its leadership in marketing effectiveness, innovation forecasting and in-market success to the package design arena.

According to industry data, as much as 90% of new package designs fail to deliver a measurable sales increase – and 50% of in-market designs actually hurt brand equity. The key to addressing these challenges is Nielsen Design Navigator, which draws on patented technologies developed by recently acquired Affinnova. Nielsen Design Navigator solves the central issues of the current design process by enabling brands and designers to explore a much broader range of early stage design concepts and objectively assessing them based on visual stand out, consumer preference and brand equity.   These consumer-driven analytics provide unprecedented clarity for marketers, helping them identify design routes that will have the largest brand and financial impact.

With this expanded offering , brand marketers and designers can more reliably and consistently launch more effective package designs for new products or re-launched brands. In fact, early results show that brands using Nielsen Design Navigator experience a 34% increase in package design stand out, 28% increase in consumer preference for the product and a 5.5% increase in forecasted sales.

“Design is one of the most underleveraged marketing tools because of the uncertainty built into the process and absence of metrics to track results,” says Andrew Somosi, EVP Product Leadership at Nielsen. “Solutions such as Nielsen Design Navigator have the power to change the design packaging game by empowering CMOs to view their package design work like they do advertising or social media – as a marketing investment with a clear and measurable financial return.”

The launch of Nielsen Design Navigator was announced at Nielsen’s annual Consumer 360 Conference in Washington, D.C. This new service is now available to Nielsen clients. To learn more about Design Navigator and Nielsen’s other design solutions, visit


Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumer Watch and Buy.  Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content – video, audio and text- is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement.  By integrating information from its Watch and Buy segments and other data sources.  Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance.  Nielsen, a S&P 500 company, has operations in over 100 countries that cover more than 90% of the world’s population.  For more information, visit


Genevieve Aronson, 914.393.2829,