1. Visibility
Contrast is key, which is why a strong logo and lots of white space work (think Special K) – especially when shelves are filled with a visual cacophony of slogans, logos, and CTAs.
2. Shopability
Consumers can easily be overwhelmed by the breadth of a category, so making your product easy to find and, most importantly, easy to understand, is critical. If you have different products for different applications, the layout should be consistent and facilitate comparison. For example, colored caps on similar colored bottles can bring branding and product differentiation into harmony.
3. Differentiation
Since purchase decisions are often intuitive and emotional, packaging needs to embody or represent key aspects of your brand. If you're selling health food, your packaging needs to look healthier than the competition. If you're selling high end auto care products, you should make the rest of the shelf look downright proletarian.
4. Simplicity
Consumers don’t spend a lot of time studying the items they throw into their shopping cart, and accordingly, the package needs to convey a clear message. Adding more claims, for example, won’t increase the time the shopper spends reading the package and can even dilute the message.
5. Consumability
Smart packaging design can increase sales and help anchor your shopper marketing strategy when it makes a product easier to store (think fridge packs) or to readily consume (think "on-the-go” packaging).
6. Sustainability
We are all increasingly concerned about the environment, and packaging design needs to address our collective need for greater sustainability. Fortunately, it’s increasingly easy to align a product’s marketing needs with those of the world around us. For example, eliminating secondary cardboard packaging can make a product more visible (and more unique).
Contrast is key, which is why a strong logo and lots of white space work (think Special K) – especially when shelves are filled with a visual cacophony of slogans, logos, and CTAs.
2. Shopability
Consumers can easily be overwhelmed by the breadth of a category, so making your product easy to find and, most importantly, easy to understand, is critical. If you have different products for different applications, the layout should be consistent and facilitate comparison. For example, colored caps on similar colored bottles can bring branding and product differentiation into harmony.
3. Differentiation
Since purchase decisions are often intuitive and emotional, packaging needs to embody or represent key aspects of your brand. If you're selling health food, your packaging needs to look healthier than the competition. If you're selling high end auto care products, you should make the rest of the shelf look downright proletarian.
4. Simplicity
Consumers don’t spend a lot of time studying the items they throw into their shopping cart, and accordingly, the package needs to convey a clear message. Adding more claims, for example, won’t increase the time the shopper spends reading the package and can even dilute the message.
5. Consumability
Smart packaging design can increase sales and help anchor your shopper marketing strategy when it makes a product easier to store (think fridge packs) or to readily consume (think "on-the-go” packaging).
6. Sustainability
We are all increasingly concerned about the environment, and packaging design needs to address our collective need for greater sustainability. Fortunately, it’s increasingly easy to align a product’s marketing needs with those of the world around us. For example, eliminating secondary cardboard packaging can make a product more visible (and more unique).
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