How to make your product stand out on shelf
Great packaging is of paramount importance when customers aren’t familiar with a specialty food product. An effectively designed box or label will educate and entice, as well as build trust with a potential customer. But what makes packaging great? Here are five ways to maximize the effectiveness of your packaging so you can make the most of every inch. Packaging designer Emily Charette of St. Augustine, Florida shares her expert advice.
1. Differentiate with your story.
Why is your product is special? What is the unique benefit you offer your customer? This is the basis of how your label should be designed to stand out of the crowd. Every detail should tell the story of why you’re different and better than the rest.
2. Clear information hierarchy
You should have a clear understanding of what’s most important for your customer to know in order to purchase your product. Make your primary message the most noticeable on your pack, and let other messages become less important in the layout. When your text is all the same size, or disorganized, your message is likely to become lost in a blur of information overload.
3. Look for color opportunities
Many types of foods have traditional color associations. Indulgent treats tend to be dark; nuts and grains are often neutral colors; healthy-lifestyle foods tend to be in greens or stark white. While using norms helps a product fit into a category, twisting the norms or going the opposite direction can help a brand make a bold, competitive statement.
4. Simplify, simplify, simplify
Less can definitely be more when it comes to packaging design. When space is limited, as it so often is in packaging, it’s important to reduce clutter and display only what’s necessary. You should plan on your box or label telling part of the story, and support that design with plenty of informative collateral and a strong online presence.
5. Strive for consistency
Start planning now to build your brand consistently across all your communications. That means the product your customer sees on shelves is the same look and feel that they see when they look at your website, social media, and sales collateral. Consistency builds trust, and trust is critical when it comes to selling unfamiliar products to new customers.
Need help creating packaging that’s clean, clear, and engaging? Emily Charette’s studio We Are Charette has helped many food entrepreneurs build successful brands starting with simple logos and labels. Check out their stellar work at wearecharette.com or email her at emily@wearecharette.com.