Do you consider the shopper in the development of your packaging? Your brand must attract the shopper in-store to make it to your consumer! How does it look on shelf? Alone, multiple facings, with it sub-brands, versus the competition, versus the thousands of items in the store...does it pop? Is it distinctive, and easily recognised by the shopper? Who does it best?
- Coke: It's simple red and white packaging mean coke and can be seen from a great distance.
- No Name: The yellow with black working cut through on shelf communicating value and low price.
Think of the challenge of sticking out behind a freezer door? Who does this well?
- Breyers: It's black packaging probably broke every designer's rules, but it's contrast in the freezer versus it's competition, is a clear winner.
Each of these brands success on shelf is due to it's simplicity and it's ability to stick out versus it's competition on shelf.How well is your packaging working for you on shelf?
It's amazing how few times I see marketers putting their new packaging on shelf to see how it looks early on in the design phase. It's like buying an outfit without trying it on, would you do that and expect it to look good?! It's a simple step that will make a big difference.....
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