Product packaging once served narrow objectives — containing and protecting the product on a journey from manufacturing facility to a retailer’s shelf to the consumer’s home. It didn’t take long though for CPG innovators to partner with agency graphics teams to harness colorful new printing techniques and – together – create a battery of primary-colored, star-bursting new package designs aimed directly at a newly prosperous post-war suburbia.

In Packaging, Attention is Everything

Packaging then evolved into a critical communication lever. Effective packaging communicates your brand’s benefits and, most importantly, generates sales. Research has demonstrated that a package often succeeds when it appeals to shoppers at a subconscious level. The most successful packaging:

  • Stands out at the shelf
  • Provides brand and product recognition
  • Presents the product in an appealing manner
  • Identifies key product attributes and benefits
  • Communicates variety, flavor and size

Context & Shelf Impact

A package’s shelf impact can be effectively tested by placement on a virtual shelf surrounded with competitive products. Testing through virtual provides the most important of learnings: How does the package impact what shoppers buy? Decision Insight’s Virtual Package Testing was specifically developed to include context within the store environment.

Online Challenges for Packaging

In eCommerce, often a single product image must catch the shopper’s attention. Read more on optimizing product presence for eCommerce in our recent newsletter, posted here.

Contact Leslie Downie at Decision Insight to discuss optimizing your product Packaging in retail – and in eCommerce – and learn how you can improve sales performance with research-informed packaging decisions.