Packaging for Shelf Appeal

Packaging for Shelf Appeal

Every time we go shopping we’re presented with a range of options. We typically opt for familiar brands, but can be swayed by such factors as price, promotions and packaging.

In the past, the packaging that ‘shouts loudest’ may have won favour. Bold, colourful designs, emblazoned with brand logos were seen as the way to attract attention and influence purchasing decisions. Things have changed.

In his article ‘Five Tips to Design Grocery Packaging that Appeals on the Supermarket Shelf’, Richard Taylor of Brandon Associates highlights the shift in shopper preferences. He draws on research which shows three new priorities in packaging design:

• The ability to connect with the shopper
• Simplicity
• Structural Form

Connecting with the Shopper

Shoppers are drawn to packaging which helps to bring the purpose of the product to life. The design needs to connect the product with the occasion or need that the buyer is seeking to fulfil. When this is achieved, an emotional connection can be made, which encourages a purchase.

Simplicity

The rise of farmer’s markets and independent food retailers in recent years has had an impact on packaging. With limited budget, many artisan producers opted for back to basics packaging. Plain cardboard, paper bags and single colour print all helped to keep costs down and they had the benefit of a low environmental impact. The association with artisan goods has helped to revive a desire for simple packaging solutions.

Structural Form

Cardboard packaging isn’t limited to a rectangular box and more innovative packaging design has been shown to play an important role in increasing the desirability of a product. By approaching an experienced packaging manufacturer, your company can benefit from cardboard engineering expertise, to help create inspirational packaging designs.

Altering the structural form also allows the same product can be packaged in a number of different ways to appeal to different buyers.

Cardboard Packaging Company

Aylesbury Box Company can help your brand to develop new product packaging that appeals on the supermarket shelf. We can also create packaging ranges that could open up a completely new market opportunity. If you would like to discuss ideas, please get in touch.