Hoolhorst, Frederik W. B.Rompay, Thomas J. L. vanKlooster, Roland tenRoukema, MeesJerome Perret and Valter Basso and Francesco Ferrise and Kaj Helin and Vincent Lepetit and James Ritchie and Christoph Runde and Mascha van der Voort and Gabriel Zachmann2014-12-172014-12-172014978-3-905674-76-7https://doi.org/10.2312/eurovr.20141348This paper focuses on the development of a method and accompanying VR environment which support designers in evaluating a series of shelf-ready packaging designs (SRP) on their on-shelf performance. The method and VR environment support in providing insight into which SRP is expected to become most successful in a specific retail environment, e.g. a supermarket. Furthermore it provides useful feedback for further development of the most promising SRP to designers.Design methodDesign toolVR environmentProduct designProduct marketing