7 Highly Effective Ways To Make Your Brand Packaging Stand Out on the Shelves

If you’ve ever tried to sell your food/drink product in a supermarket or convenience store setting, you know that brand packaging design matters. 

People may be seeing your product for the first time, and this is your only chance to convey what makes your brand unique from all of the others. Do you want it to look premium or affordable, local or exotic? 

These elements directly influence how customers perceive your brand (not how it really is) and how they classify your product. Here are 7 Ways To Make Your Brand Packaging Stand Out on the Shelves

1. Grab Attention Instantly From The First Glance:

Importance of Visual Impact: In the competitive environment of supermarket shelves, products have only seconds to catch a shopper’s eye. This is where the visual appeal of packaging plays a crucial role. Bold and bright colors, unique shapes, and dynamic graphics are vital. They not only make your product stand out but also create an immediate visual hook for potential buyers.

Psychology of Color: Color psychology is pivotal in packaging design. Different colors evoke different emotions and associations. For instance, red can create a sense of urgency or excitement, ideal for products like hot sauces. Green, often associated with health and tranquillity, might be more suitable for organic or natural products. Understanding the psychological impact of colors can significantly enhance the effectiveness of packaging design.

The Power of Shape and Imagery: Beyond color, the shape of the packaging and imagery used can be powerful attractors. Unique shapes can pique curiosity and make your product memorable. Similarly, imagery that tells a story or resonates with your brand’s ethos can create a deeper connection with potential customers.

Visual Consistency and Branding: Consistency in visual elements across different products of the same brand reinforces brand recognition. This consistency helps in building a visual identity that customers can easily recognize and trust. It ensures that once a customer is attracted to one product, they can easily find others within the same brand family.

Impact on Purchase Decisions: Ultimately, the goal of visually striking packaging is to influence purchase decisions. A well-designed package that stands out on the shelf is more likely to be picked up, examined, and eventually purchased. This initial visual appeal is the first step in converting a casual browser into a buyer.

2. Speak Directly to Your Consumer:

Telling a Brand Story: Packaging is not just a container; it’s a communication tool. It should tell the story of your brand and product. For example, if your product is a gourmet item, the packaging should convey a sense of luxury and quality. If it’s a product for health-conscious consumers, the design should emphasize purity and wellness.

Target Audience Connection: Understanding your target audience is key. Your packaging design should resonate with the specific desires and needs of your target demographic. For instance, younger audiences might be drawn to bold, vibrant designs, while an older demographic might appreciate more understated, classic styling.

Use of Language and Tone: The language and tone used on packaging also play a crucial role in connecting with consumers. The copy should align with your brand’s voice – whether it’s playful, serious, informative, or whimsical. This consistency in language and tone helps in building a relationship with your audience.

Visual and Verbal Cues: Combining visual and verbal cues can greatly enhance the packaging’s ability to communicate with consumers. Visuals can capture attention, while the text provides the necessary information and persuasion. This combination, when executed well, can powerfully convey your product’s unique selling points.

Feedback and Adaptation: Regularly collecting customer feedback and adapting your packaging design can keep your product relevant and appealing. This shows that you value customer input and are committed to meeting their evolving needs.

3. Sensory Appeal Matters:

The Role of Texture: The tactile experience of packaging can have a profound effect on consumer perception. Textures can convey different messages – for example, a matte finish might suggest sophistication, while a glossy finish could convey a more mainstream, accessible product.

Influence on Perception of Quality: The material used for packaging also plays a role in perceived quality. Heavier, sturdier materials convey a sense of luxury and durability, while lighter materials suggest affordability and practicality. The right choice of material can elevate the perceived value of the product.

Engaging Multiple Senses: Packaging that engages more than just the visual sense can create a more memorable experience. Consider how the packaging feels in the hands, the sound it makes when opened, or even the scent it may release upon opening. Engaging multiple senses can enhance the overall appeal of the product.

Consistency in Sensory Elements: Ensuring consistency in sensory elements across a product line reinforces brand identity. If one product offers a premium tactile experience, other products in the line should aim to match this standard to maintain brand consistency.

Innovations in Materials: Exploring innovative materials that align with your brand values can also enhance sensory appeal. For example, using recycled materials can convey a commitment to sustainability, while unique textures can set your product apart in a crowded market.

4. Clarity is The Key

Importance of Clear Labeling: In a world where consumers are bombarded with information, clear and concise labeling is more important than ever. The packaging should communicate the essential information about the product quickly and effectively. This includes the product name, key benefits, and any unique selling points.

Highlighting Key Features: Emphasizing the product’s key features and benefits on the packaging is crucial. This could include highlighting ingredients, health benefits, or unique aspects of the product, like being locally sourced or organic. This information should be easily visible and understandable, aiding quick decision-making for the consumer.

Legal and Regulatory Compliance: Ensuring that your packaging meets all legal and regulatory requirements is not just about compliance; it’s about customer trust. This includes accurate labeling of ingredients, nutritional information, and any necessary warnings. Transparent and compliant packaging fosters consumer confidence and loyalty.

Design for Readability: The font size, style, and color contrast on your packaging should be chosen for maximum readability. This is especially important for essential information like ingredients and expiration dates. Legibility is not just a design element; it’s a vital aspect of customer communication and service.

Use of Icons and Symbols: Incorporating universally recognized icons or symbols can enhance clarity and quick comprehension. For instance, symbols for recyclable materials or gluten-free products can convey important information at a glance, making the shopping experience more efficient for consumers.

Feedback and Iteration: Regularly soliciting customer feedback on your packaging’s clarity and making iterative improvements based on this feedback can keep your packaging effective and customer-friendly. This approach demonstrates a commitment to continuously serving your customers better.

5. Stand Out By Being Different:

Innovative Design as a Differentiator: In a crowded market, innovative packaging design can set your product apart. This can include unique shapes, opening mechanisms, or functionalities that enhance the user experience. Such innovations not only attract attention but also provide practical value to the consumer.

Functionality and Convenience: Packaging innovations should focus on adding functionality and convenience. For example, resealable packaging extends product freshness, while ergonomic designs make handling and usage easier. These practical benefits can be a significant factor in a consumer’s purchasing decision.

Sustainability as Innovation: Eco-friendly innovations in packaging are increasingly important. This includes using sustainable materials, minimizing packaging waste, and ensuring that packaging is recyclable or biodegradable. Such environmentally conscious innovations resonate with today’s consumers and align with broader societal values.

Technological Integration: Incorporating technology into packaging, such as QR codes or smart labels, can create interactive experiences. This can include accessing additional product information, engaging with brand stories, or unlocking special offers. Technology can transform packaging from a passive container into an active part of the consumer experience.

Testing and Refinement: Continuously testing and refining packaging innovations based on consumer feedback and market performance is key. This iterative process ensures that the packaging remains relevant, functional, and appealing in the evolving market landscape.

6. Sustainability & Eco Friendly:

Consumer Demand for Eco-friendly Options: Modern consumers are increasingly environmentally conscious, often making purchasing decisions based on a product’s environmental impact. Sustainable packaging is not just a trend; it’s a growing expectation.

Brand Image and Responsibility: Utilizing sustainable packaging materials and practices enhances a brand’s image as socially responsible and environmentally conscious. This alignment with consumer values can strengthen brand loyalty and attract new customers who prioritize sustainability.

Innovative Sustainable Materials: Exploring innovative sustainable materials can set your brand apart. This could include materials like plant-based plastics, mushroom-based packaging, or edible packaging. Such cutting-edge solutions can capture consumer interest and demonstrate a commitment to environmental innovation.

Transparency in Sustainability Efforts: Clearly communicating your sustainability efforts on the packaging helps consumers understand and appreciate your brand’s environmental commitment. This transparency can include details about the recyclability of the packaging, the use of renewable resources, or contributions to environmental causes.

Sustainability as a Competitive Advantage: In many markets, sustainability can be a competitive advantage. Brands that lead in this area can not only appeal to a growing segment of environmentally conscious consumers but also set industry standards, creating a positive impact beyond their immediate customer base.

7. Remain Consistent Across Lines Of Brand Products:

Building a Recognizable Brand Identity: Consistency in packaging design across your product range is crucial in building a recognizable and trusted brand identity. This includes maintaining consistent color schemes, design elements, and branding across different products.

Ease of Product Identification: Consistent packaging makes it easier for consumers to identify your products on the shelf. This familiarity is comforting to consumers and can foster brand loyalty. When customers know what to look for, they’re more likely to make repeat purchases.

Cross-Promotion Opportunities: Consistent packaging design allows for easier cross-promotion of products within the same brand. Customers attracted to one product are more likely to explore other products in the range if they recognize the brand’s design language.

Adapting to Different Product Needs: While consistency is key, it’s also important to adapt packaging designs to suit the specific needs of different products. This could mean varying packaging sizes, materials, or specific design elements to cater to the unique aspects of each product while maintaining overall brand coherence.

Brand Evolution and Refresh: Consistency doesn’t mean stagnation. Periodically refreshing your packaging design while maintaining key brand elements can keep your brand relevant and appealing. This evolution should be a balance between preserving brand identity and adapting to changing consumer preferences and market trends.

Key Takeaways:

Your product’s packaging is a critical factor in its success in the competitive supermarket environment. By focusing on attention-grabbing design, clear communication, sensory appeal, innovation, sustainability, and brand consistency, you can effectively make your product stand out on the shelves. 

These strategies are about more than just aesthetics; they are about creating a strong, memorable brand experience that turns casual shoppers into loyal customers. Remember, in the dynamic world of retail, your packaging is often the decisive factor in capturing and retaining your market share.

Highly Perausive is a branding, marketing, and advertising agency in Bangkok & Koh Samui, Thailand, helping businesses stand out and get noticed. If you need help with brand packaging design services, please get in touch for a free consultation.