How many seconds does a consumer spend deciding which brand to purchase in-store?
Here are my top tips and some examples to help your brand stand out and rock the shelf.
- Don’t follow the category norms – If you want to stand out, you must be distinctive in colour, shape or message. I love Sown & Grown tubes – standing out in a sea of cereal bags and boxes!
- Try to communicate three (or less) things on the front of your pack – any more and it’s just noise the consumer won’t see or read
- Talk in consumer language – It’s more authentic and will engage more strongly than business-speak
- Use graphic devices smartly and sparingly – the right icon in the right colour can communicate loads in an instant
- Do put mock up packs on shelves in store before you print – Your design may be fantastic, but if consumers can’t see it in poor light or behind a freezer door…it needs to work harder
- Always make text bigger and colours bolder than you’d like – Consumers will rarely stare at your packs as long as you do!
- Build discovery into your design – what can you put on pack for your fans to discover and engage with? Innocent do this really well
- Create a great brief for your design agency – if you want authentic design that is distinctive this is a MUST, but most often overlooked in all the excitement!