28/08/2024
Seven Questions To Help You Elevate Your Shelf Packaging
Packaging plays a crucial role in the customer decision-making process. To help your brand, I’ve outlined some essential points to consider:
1. Have you evaluated your packaging from a consumer’s perspective?
2. As I often mention, map out the customer journey. What are the pain and gain points in your customer’s experience with your brand?
3. Does your packaging stand out in a crowded marketplace? Study competitors to ensure your visual identity (colour palette, typeface, etc.) is distinct.
4. Is there a consistent visual thread across all your marketing communications aimed at your target consumer?
5. Do the materials used in your packaging convey the intended value of your offering (e.g., promise, price point, quality)?
6. Does your packaging reflect your brand’s identity, including its values and personality?
7. For end-user-focused packaging, consider your product’s shelf placement (below, above, or eye level). This impacts cost, brand exposure, and sales.
In summary, packaging is a vehicle of value. Reflect on what your brand stands for and what you want to communicate, ensuring this is consistent in your packaging and all other branded elements.
