With consumers making more buying decisions instore while spending only about 20 seconds in a particular store aisle, a product must get it’s message across quickly. And yet there are innumerable messages to integrate to present the right value proposition to them. From packaging design, graphics, colour, packaging material, calls to action, and slogans, to the positioning of your display, your POP design firm has its work cut out for it.
It Was There but I Didn’t See It
Simplicity is a great concept yet consumers expect a lot for their money. How do you get your differentiated unique value proposition across when they might not even see your product on the shelf? I’ve stopped and looked at a shelf section for over one minute while shopping and still missed some of the products there that I was looking for. It was the right product but I didn’t see it (until later).
That’s the number one problem with retail display.
5 Rules for Great Packaging and Display
Rule #1 – Get Seen. If your display or product is invisible or undifferentiated from the competition, it won’t get purchased. Attention getting tactics could involve unusual shaped/styled packaging, bold colours, big fonts, shelf talkers, floor displays, and best shelf position. To get seen your product packaging needs to be disruptive. The mind always focuses on what’s unique and unexpected.
Rule #2 – Simplify Your Message
Jason Kempson of Creative Director at Fountainhead Design in South Africa states it well that packaging should “Keep It Simple and Straightforward. This should be the slogan that all design agencies consider when formulating their packaging designs. Industry specialists are moving towards packaging designs that are unambiguous, concise, and much more simplified, thereby providing consumers with greater clarity regarding product information.”
When a consumer sees your product, they need to understand right away what it is and what its purpose is. Your display graphics and copy taglines need to be highly visible. They’re the voice of your display.
Rule #3 – Be Unique. Visually, your product needs to stand out and so does your POP display. Your display designer will design a display that differentiates. the shape, size, and flow of the graphics and copy combine to make yours unique. Unique is key to breaking away from the humdrum on retail shelves. It isn’t decoration that differentiates, its how the packaging presents your unique value proposition.
Rule #4 – Be cost-effective. Some permanent display packaging is cumbersome and cold looking and the cost of designing with steel, plastic, wood and glass can be excessive. They have their place in POP, however new paperboard and cardboard materials are inexpensive and versatile.
Rule #5 – Be environmentally conscious. A lot of product is overpackaged because designers couldn’t take the time to simplify it. Using recyclable materials such as paperboard and cardboard create less garbage in our landfills.
Know these 5 rules when you’re planning your packaging design and POP display campaign or product launch.
Up on the latest POP research, shopping studies, and retail trends? Read on and consider the brand lift from free samples, and great display design. Ready for retail packaging, sms texting, and qr codes are just a few of the hot tends in POP. Ravenshoe Packaging is located in Markham, Ontario Canada. Visit the Ravenshoe Packaging services page now.