Driving sales with on-shelf packaging.
We can’t think of anywhere more competitive than the retail environment. With every product vying for the essential “eyes-on” moment, how do you ensure a customer chooses you?
Investing in creative on-shelf packaging which resonates with consumers is the cornerstone of creating a competitive advantage and ultimately driving sales. By strategically leveraging different packaging materials and design elements, a product will capture attention, convey compelling messaging and ultimately influence a purchasing decision.
When it comes to using on-shelf packaging to set you apart, there are five key things to consider:
1. Eye-catching design.
The design of on-shelf packaging arguably plays the biggest role in attracting customers and differentiating a product from competitors. Well-designed packaging can make a strong visual impact by using words and visual cues to communicate the brand positioning and highlight key product features. The overall aesthetic, graphics and shape will help a product stand out on the shelf, grab the attention of shoppers and entice customers to pick it up and pop it in their trolley!
2. Brand storytelling.
On-shelf packaging is an opportunity for brands to tell a story and connect with consumers on an emotional level. The design elements, such as logos, taglines, and brand imagery, should reflect the brand’s values, personality, and positioning in the market. By incorporating storytelling elements into the packaging design, brands can create a memorable and engaging experience for customers which in turn fosters brand loyalty and drives repeat purchases.
3. Material quality and durability.
The choice of materials used in on-shelf packaging has a significant impact on the appeal of a product, naturally influencing its perceived quality and value. Here at Summit Creative, we know it’s as important to create a positive first impression as it is to continue instilling trust in the brand long after it’s left the shelf and entered a customer’s home or workplace. Premium paper stock, sustainable packaging options, and innovative finishes will enhance a product’s look and feel, whilst durability ensures the packaging maintains its integrity and appearance throughout the product’s lifecycle.
4. Functional and practical design.
In addition to aesthetics, on-shelf packaging should also be designed with functionality and practicality in mind. Packaging that is easy to open, resealable, and convenient to use enhances the customer experience and encourages repeat purchases. Thoughtful design elements such as clear product information, usage instructions and benefits highlighted on the packaging, help customers make informed purchasing decisions and build trust in the product.
5. Shelf presence and brand visibility.
On-shelf packaging should maximise shelf presence and visibility in retail environments. Strategic placement of branding elements, product name, and key messages on the packaging ensures that the product stands out from competitors and is easily recognisable to customers. Consistent branding across different product lines and packaging variations strengthens brand recognition and loyalty among consumers.
At Summit Creative, we absolutely love talking about the power of packaging.
For help, advice, or just a virtual coffee with a print-loving packaging expert, get in touch.