Crammed shelves, with products always faced at the edge, create a wall of differing brands all screaming for consumers’ attention. Whether a product is new or long established, brand building here must create trial and reinforce existing consumer relationships by advancing a product’s positioning.
In this environment, packaging has to work harder than in any other consumer product location. It is all about shelf appeal and the ability to communicate product attributes. This is a difficult challenge by itself but added to this is the fact that according to industry sources, 70 percent of purchase decisions are made at the point of sale. As such, the ability of the product label to establish and reinforce an image about a particular brand is vital to retail success.
Packaging is a bridge that must be built on understanding the consumer’s expectations about the product. A product label has to establish a dialogue with the consumer. It’s basically a greeting from a crowded shelf. It offers the warm affirmation of an endearing friendship, invites or turns away a new encounter, or goes completely unnoticed.
Package design helps set a brand apart
The impact of packaging can make the difference between success or failure of a product. Not only the look and feel of the package, but also the quality of the label itself is essential for great shelf appeal. This means the label needs to be perfectly printed and applied.
Something should happen between the consumer and the packaging because a visual cue is the first point of contact with the consumer and it affords the opportunity to evaluate product quality, which is an essential qualifier for choosing one brand over another. Who would pay, even at an inexpensive price point, for a product that does not look appealing?
So, the more packaging looks and feels matched to the product positioning, the better the perceived quality and the better the opportunity for purchase.
John Giesfeldt, Senior Manager-Marketing