Insights / Perspectives

Maximizing Packaging Impact: How to Win at Shelf

Package design is an integral part of the marketing equation. Packaging can tell a story, differentiate from the competition, and help a brand get noticed. According to a Nielsen study, 64% of consumer decisions to sample a new product are influenced by the visual appeal of the package. In today’s crowded retail environment, packaging is as crucial as ever in helping a brand win at shelf. Here are some ways to maximize your packaging’s impact.

Maintain Your Brand’s Visual Equity

A brand’s visual equity is a powerful tool. Whether it’s a logo, a color, a typeface, or a structural shape, the visual elements people associate with a brand help create strong consumer connections. Visual equity reinforces trust and builds brand loyalty. When it comes to shelf impact, leveraging a brand’s visual equity helps consumers quickly find your brand. It can also create strong brand blocking when brand elements are used consistently. For new products, it provides a sense of familiarity and confidence that a product will deliver on expectations.  

DevaCurl

Embrace Minimalist Design

Studies show that consumers only spend a few seconds scanning the shelf before selecting the product they want to buy. In that short time, a package design can only communicate so much. It is essential to be strategic and selective in what you choose to include on the front label. If you try to communicate too much, it leads to a cluttered design where nothing gets noticed. Consumers also associate minimalist design with higher quality and clean ingredients. Read more about the power of minimalist design.

Method Products

Consider a Custom Structure

A custom packaging structure can help a brand stand out. It can attract attention and disrupt the eye in a sea of sameness. Beyond creating visual impact, a custom structure can also provide added functionalities and benefits that differentiate a brand from the competition. Structural design can also become a visual equity (think of Yoplait’s unique yogurt cup or Toblerone’s triangular candy bar carton), driving brand recognition and impact.

Yoplait Yogurt

Make it Interactive

According to GlobalData, 42% of consumers are always or often influenced by how digitally advanced a product or service is. This is especially true among younger consumers - one in four Gen Z and Millennials say that interactive packaging is a key purchase driver. Digital tools like QR codes and near-field communication (NFC) technology allow consumers to connect with brands in more robust and engaging ways. A quick phone scan redirects shoppers to a brand’s website to view product tutorials, browse products, discover ingredient information, and more.

By: Moira Stein
Date: October 18, 2024