Go into just about any supermarket and look at a row of a product. There’s a great deal of activity.
Bright colours. Bold logos. Big claims. A variety of shapes and sizes vying for attention at the same time. It can be a tad overwhelming for shoppers. This is a pretty easy problem to solve for brands: How can you get someone to stop and look at your product?
That can be achieved through good packaging.
Packaging serves more than just a protective function. It can affect what people notice, what they pick up and sometimes even what they choose to buy. The clever design does not have to shout from the shelves either. A clean, simple package is sometimes the one that will make the first impression.
Start With a Clear Visual Idea
Typically, the first thing that shoppers look at when they come across a packages is the overall look of the package itself. They may not read each word, but they will pick up on the colour, shape, logo and general design of the website.
In the first impression, counts.
A great package will typically encapsulate one visual concept instead of a lot of them. Excessive fonts, colors, images and text can create chaos in the product. But when it’s in a whirl, nothing really stands out.
Consider what you would like to convey to the shopper in just a few seconds.
Is it a high dollar product? A healthy snack? Have a fun, inexpensive idea? Natural or environmentally friendly option?
It should be obvious from the packaging that this is the case, but not in a lengthy comment.
Colour Can Stop a Shopper in Their Tracks
Colour is one of the most straightforward methods that a product can have to make itself present on the shelves. Some colors can be more eye-catching from afar, while others will provide a more relaxed or upscale look.
However, selecting a colour isn’t just about selecting the brightest colour that’s available.
A brand should consider its competitors, product category and target customer. One of the best ways to make your package stand out is to use a more subdued colour palette if all the products in your vicinity are bright red and yellow.
Let’s think about it this way:
- Bold colours: energetic, youthful and attention-grabbing
- Neutral colors: clean, modern and high quality
- Green and earthy tones: often associated with natural or organic products
- Black and dark colours: can add elegance or an air of style.
- Pastel shades: relaxed, welcoming and inviting
Contrast is the key. Your package must be visible among all the other messages.
Shape and Format Matter, Too
At times, a package’s form is what attracts the attention before the graphics.
An unique package can make instant recognition. This can be very helpful if a shopper has viewed a brand multiple times. The shape can eventually become a part of the brand identity over time.
Flexible packaging has proven to be quite useful for brands that need to find functional and beautiful formats. With flexible packaging, there is a lot of room to experiment with different structures, finishes and presentation styles while maintaining the convenience of the customer.
And convenience matters. Even if a package is visually appealing, if it is difficult to open, store or carry, it will not create a good impression.
Packaging Should Communicate Quickly
People don’t usually stand in an aisle for five minutes studying one package.
They glance.
So the most important information should be easy to find.
A good front-of-pack design might quickly communicate:
| Packaging Element | What It Can Communicate |
| Brand logo | Who makes the product |
| Product name | What the product is |
| Main image | What it looks like or how it can be used |
| Key benefit | Why shoppers should care |
| Colour scheme | Brand personality and positioning |
| Product claims | Features or qualities worth noticing |
The goal isn’t to fill every available space. It’s to make the important information obvious.
Use Images That Actually Help
Packaging can be more attractive with a beautiful product image but must have a purpose.
Food products can benefit from an appetising image, as it helps shoppers visualize the food. In the case of cosmetics, clean product photography can imply quality. An image for household product can easily demonstrate the functionality of the product.
However, the opposite can occur with images that appear as though they are looking at stock or very generic.
Consumers are very good at identifying the packaging that looks as though it was a bit on the wing versus a product that was well thought out.
Don’t Underestimate Texture and Finishing
There is a big difference in the feel of two packages that may be almost the same in design.
Packaging with matte finishes will have a contemporary and contemporary appearance. Colours may look brighter on the glossy finishes. Special textures, windows, metallic or spot finishes can also make it interesting.
These are things that might appear insignificant, but can make a difference in how a product feels in people’s hands.
That is a physical experience that is important.
The customer grabs the package, flips it over and reads the label, feels the material. Suddenly, packaging is now part of the product experience!
Customisation Can Create Stronger Brand Recognition
Custom packaging provides a lot more opportunity for brands to develop a unique identity, although generic packaging can work.
For instance, custom pouches can be created based on a specific product, brand style and customer experience. These can all help create a more intentional package, whether it’s packaging size, artwork, structure, or finishing.
And that consistency can pay off.
The more that your customers see the same features displayed in the products they buy, the more they are likely to remember. Eventually, they may recognise the brand before they’ve even read the name.
What Makes Packaging Memorable?
The strongest retail packaging usually brings several elements together rather than relying on just one trick.
A memorable package tends to have:
- A clear and recognisable brand identity
- Easy-to-read product information
- Colours that work well within the category
- A distinctive shape or format
- High-quality graphics and imagery
- Practical features for everyday use
- Materials and finishes that support the product’s positioning
- A design that makes sense for the target customer
But there’s another important factor: consistency.
A great package design isn’t very useful if the next product from the same brand looks completely unrelated.
Standing Out Doesn’t Mean Being Loud
This is definitely the largest misconception when it comes to shelf appeal.
A package doesn’t have to be covered in huge text and fluorescent colours to attract attention. Sometimes, it’s the restraint that makes it different.
Complicated packaging can be put around a simple design for a nice look.
The key way to do this is to grasp the shelf, grasp the customer, and then make something that feels like your brand.
Since consumers have many options to choose from. The product has limited time to capture the attention of the consumer through packaging.
Make those moments count.
