HOW WELL DOES YOUR PACKAGING STAND OUT?
Have you ever wondered what makes you choose a particular product from a store shelf? Do you seek familiar brands or do you feel bold enough to try something new?
As consumers, we are accustomed to certain routines that make our decision-making easier and faster. But sometimes something new appears in our horizons – for example, a package that stands out from the shelf line and catches your eye.
However, it is not self-evident that every package would automatically get our attention, as the competition for visibility filled with shelf rows is fierce. In about four seconds, the consumer becomes aware of the products in one shelf category from which they will make their choice. If the packaging does not attract the consumer’s attention in this short time, it will be left out of the purchasing decision. For this reason, it is extremely important to consider how your packaging stands out from other competing products and how it communicates important brand values.
Jukka and Marek get acquainted with the selection of cold cuts. In this category, products have usually identifiable subcategories and well-established placements for the brands, which provides the benefit of bundles. The new products of the season will be usually part of the existing series, replacing the previous products. Clear and recognizable brand colors help the consumer find the products they want among several different brands.
Nicholas and Salla consider the visibility of dairy and yogurt products. Alongside traditional light shades, there have been intense colors and large color surfaces that stand out from the shelves. The clear presentation of flavor variants with large illustrations speeds up the search for familiar products and facilitates consumer decision-making. The packaging design follows the traditional line for dairy products, although a few special formats have already entered the market.
Sometimes shelf placement opportunities are not always optimal for the brand when there are several similar competing products in the same product category. In this case, strong recognizable branding and its inherent packaging design help consumers to perceive and find the products they want from a range of options. When the printing space for packaging visuals and product information is limited, the product’s features can be highlighted with various symbols and illustrations. In that case, however, the elements must be clear and in an easily comprehensible form so that they support product’s characteristics.