Slice Design

02/09/2026

There is a huge difference between how a pack looks on a design visual versus how it looks and behaves when it is in an in store environment.

What may appear as sleek, sophisticated and elegant at the Design stage may not have the presence that is necessary to make it stand out and get noticed in a busy supermarket fixture

Have a look at this example. The communication is screen printed directly onto the bottle rather than onto a paper label. This means that the canvas it is painted on is prone to the different reflections and refractions of supermarket lighting.

This base canvas is incredibly difficult to build accessible communication onto, especially if in addition, there is little contrast with the translucent liquid inside the bottle.

Always test designs in store. Supermarket shelves are a busy and competitive environment made even trickier by the harsh lighting. Make sure the Design allows for that otherwise you may, as here, go completely unnoticed.

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01/09/2026

Never waste space on pack .

Launching a brand into a supermarket is incredibly difficult process. Once you are in there, you have to do everything in your power to get the consumer to see you and understand you.

It’s an opportunity to tell the consumer a story and explain why your product best matches their needs.

This space is a premium so why waste it? Have a look at this pack from Toilet Duck. Is often difficult to see the area behind a blister pack, it can often be very difficult canvass to work with. That said, bold statements, colour, texture and punchy iconography is perfect for these awkward areas so that the pack visible from a distance.

Leaving that real estate blank makes the pack look unfinished and misses out on a golden opportunity to talk to your consumer.

You’ve paid for the space, never waste it.

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25/08/2026

We often have challenges in fitting information on the back of pack. But when there is an abundance of room, there is no reason for text to be so small you can’t read it.

Have a look at this example with my hand as context

Consumers pick packs up in store. They read them. They explore them before purchasing. If you are selling products that require steps and stages for it to be used, your back of pack should always be accessible

Miss out on the legibility and what is bought for convenience will be seen as anything but.

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25/08/2026

If you cast the glance at this pack on shelf, you’d be hard-pressed to know Which brand it was and what the product offering was.

The packaging doesn’t use any distinctive brand assets, the logo is executed at a similar size other components and the type and communication is difficult to discern on a busy supermarket shelf.

Is strange to think that the biggest name in energy drinks doesn’t use its distinctive checkboard asset on it multitude of different flavour offerings.

There was a time when it was the only energy drink in the market but there are so many competitors now, that establishing a set of assets that you use consistently across the range is almost a must.

Never be complacent, never assume that consumers are going to seek you out. Consumers are like magpies, we like shiny new things. We like intrigue and we like adventure.

Disappear into the background in the background support you may stay.

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21/08/2026

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21/08/2026

Our latest podcast is available wherever you get your podcasts. This week we look at the world of brand naming

20/08/2026

If you are promising your consumer success then capturing that emotion, that excitement is imperative

If however you present it back as here like a GCSE biology textbook to the consumer that excitement will be swapped out for a general foreboding and feeling of hard work. That feeling you could only get on a Sunday evening when you realise you’ve forgotten to do your homework as the end credits for Antiques Roadshow roll up.

Too much text or copy can be daunting for consumers. They simply won’t read it. The back of pack should, well, stay on the back of pack not creep around and take over the front.

Always focus on the benefit to the consumer. What will this offer me when I use it? What will it look like, what should I expect?

The last thing that consumer wants to see is a variety of staged photos of said product empty.

Show them the magic, the transformation and what success looks like

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19/08/2026

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18/08/2026

It’s not just competitors you have to deal with on shelf. Sometimes it’s the shelves themselves.

Fussy is a great product. But it isn’t the loudest. That combined with small canvases means it’s often overlooked by consumers or hidden by the fixtures and fittings.

It’s always worth looking at your product in its competitive environment and designing with that in mind.

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If you like this post then subscribe to my monthly newsletter. The aim of this is to give advice to brand owners and marketeers who are looking to make their branding & packaging design more relevant.
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