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How do you design packaging that wins at shelf? Over the last decade, we’ve accumulated a wealth of knowledge about what works and what doesn’t when it comes to packaging design. We’ve now distilled this into 9 practical building blocks for shopper success.
What you’ll get:
• 9 proven drivers of packaging effectiveness you can apply to your own design or redesign.
• Actionable tools and strategies to take your next packaging design from concept to shelf with confidence.
• Practical tips to stand out on-shelf and motivate purchase behavior, ensuring your design gets noticed and chosen.
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Shoppers spend little time deliberating at shelf and almost instantly identify the brand they’re going to buy. Therefore, the quicker you’re seen and recognized, the more likely you’ll be bought.
When everyone’s zigging, zag. This can attract shoppers’ attention and aid shelf stand out. A novel design or unique format/structure can elevate you above the competitive clutter.
Sustainability is fast becoming ‘table stakes’, so it’s crucial that brands get it right. Carefully manage the associated drawbacks and ensure eco-initiatives don’t detract from the most important drivers of purchase.
Emotion is a proxy for the fast and instinctive ‘System 1’ way shoppers make decisions. The more you make people feel, the more likely you’ll be seen and bought. Prioritize evocative imagery over written claims.
Packaging is more effective when it synergizes with the brand’s wider communications. Deploying recognizable elements creates a multiplier effect, leading to fast and instinctive buying decisions.
Color is the first thing shoppers notice at shelf, so a unique hue can draw eyeballs and set you apart. With the potential of also becoming a distinctive property over time, it enables busy shoppers to easily find you.
Packaging’s visual and structural elements must be cohesive with one another and ‘speak the same language’. This helps strengthen the associations and ideas that are ultimately seeded in shoppers’ minds.
By adopting as many consistent visual elements as possible across a product line/range, it enables: 1. Easy brand identification (by creating a visual block at shelf); and 2. Easy variant navigation.
Most decision making relies on simple heuristics and mental shortcuts, with packaging processed largely unconsciously. Eliminate clutter and prioritize the single most important/relevant claim to the target audience.