Packaging for the Leap from Shelf to Hand
Package design is not decoration. Did you know that 80 percent of all purchasing
decisions are made in-store? As traditional media is being revolutionized right
before our eyes, your packaging will most likely be the first introduction a consumer
has to your product and we all know how important first impressions are. Your
package is a valuable asset that can make or break the sale of your item and should
be considered as important as the item itself. After all, no one is even going to try
your product if the package is not appealing…there’s simply too much competition
to choose from.
Let’s review four key packaging attributes that should be considered prior to
making any packaging decisions. Innovation, Visibility, Content and Appeal.
Innovation
The buzzword in product development today is innovation. You can only color and
shape a toilet brush in so many ways before you have to start considering how to
change the mechanics of the product, thus the invention of disposable heads. The
same theory can be applied to packaging design.
Take Target’s pharmaceutical packaging for example. For years your pills were
delivered in the same cylindrical bottle with the same small text and illegible
instructions. Hopefully you didn’t have more than one family member with
prescriptions or else your medicine cabinet really became confusing. With the
innovation of Target’s bottle, not only do you know whom the prescription is for by
the color band but also the name of the medication as it is clearly indicated on the
top of the bottle. Target’s slimmer bottle design allows for a better fit in your
cabinet and easier-to-read text on a non-curved surface. Target’s innovation of the
pill bottle was a great way to kick off their new pharmacy and draw a following of
consumers who were looking for a better experience.
Visibility
The visibility attribute sets your product apart from your competitors. Before
beginning a package design project, a category audit should be conducted. It is
important to discover who your shelf neighbors are and what attributes they
possess in order to design for difference.
Think about the vegetable aisle in your grocery store. Everything is green. Yes, it
must be green or the consumer will not buy it. Shoppers expect green for their
vegetables and red for their sauces … there is no getting around that. So what can
someone do to stand out on a shelf with those kinds of constraints? How about
simplify. Recently Publix redesigned their generic items. Not only do the Publix
products retain the bargain look, but the simplicity of the design actually makes the
product stand off the shelf in a world of green. It is not the most elaborate design
but it is perfect for a brand of that price point. Their redesign jumps off the shelf far
quicker than many of their counterparts.
Content
Examine the difference between Nordstoms and JC Penney. You walk into
Nordstroms and your senses are immediately affected. The sound of a piano player
in the middle of the store and the fact that you are not bombarded with sale items
or cluttered aisles of merchandise allude to a feeling of elite. You immediately sense
that the store is upscale. Now think about JC Penney, you can barely walk through
the store without knocking something over nor can you see past 10 feet in front of
you as the aisles of merchandise are stacked high. This environmental scenario will
tell you that somewhere in JC Penney there is a bargain for you. Neither of these
scenarios is incorrect. It is all about your brand and how you want your product or
service to be perceived.
Content for packaging works similarly. If you clutter your package with flashy
stickers of “New!” or “As Seen on TV”, expect to set your product to a lower price
point. On the contrary, develop a package with a sleek design and less clutter,
expect a perception of higher quality and set your product at a higher price point.
Remember, you still must uphold your brand promise. Putting junk in a nice box
does not change the fact that it is junk.
Appeal
Lastly, the most important attribute is appeal. The word attribute is used loosely in
this case, as appeal has to do with the combination of Innovation, Visibility and
Content. After you have examined these key attributes, you must determine if your solution is appealing. The best way to determine appeal is to conduct research
specific to your objectives.
As television ad viewers and radio listeners decrease due to a recent shift in lifestyle
habits, the importance of your package speaking for you is immeasurable. Your
package is akin to a first impression of your product and company. Uniqueness,
appearance and content determine whether a person is worth engaging in
conversation and the same goes for your product. Make sure that your product can
easily make that leap from shelf to hand.
Laura Denman is the Strategy Director for XO Create! who provides expertise in
package design for the youth market. XO Create! assists organizations in
positioning and moving product through compelling packaging solutions.
You can contact Laura at 678.319.4242 or by mailing: XO Create! 1320 Union Hill
Industrial Court, Suite C, Alpharetta, GA. 30004
