Packaging designed for the supermarket
When it comes to product packaging for the supermarket vs e-commerce there are many differences to consider. Product packaging that is appealing online will typically not be as effective in the competitive supermarket environment. Why is this?
The supermarket shelf has its own set of unique challenges and barriers that packaging format, graphics and branding must overcome to be visible to the customer. This is particularly important for impulse or unplanned purchases, as it is the most critical point in the path to purchase. The customer tends to behave differently in a brick-and-mortar store vs online store and usually make decisions more quickly. So quickly in fact, that the average customer will spend under 2 seconds scanning a shelf before making a choice. This is why front face packaging design needs to work really hard to capture their attention.
Most supermarket shelves are busy with multiple brands competing for the customer’s attention. Competition is high. Overwhelmed with choice, this makes it even harder for the customer to navigate. Store merchandising also plays a significant role in brand visibility as there is no guarantee in a neatly, fully stocked, well-lit store at all times. Then there is the frozen food aisle where visibility is impacted further by frosted doors that take some time to clear.
Product packaging design must not only capture the attention of the customer, but then deliver the right information they need to know. This is where the importance of messaging hierarchy is key. Getting the balance right between brand, product, descriptions, claims and mandatories ensures the right messages are communicated. If the messaging hierarchy on pack is unclear the customer will miss the most important claims or brand messages. Having a single-minded message will always have more cut through than multiple competing messages and claims. The location of key messages should be placed on pack where there is guaranteed visibility and no obstruction from shelf ready trays or promotional stickers.
Having a unique point of difference and clear understanding of your customer will inform the packaging design strategy. In addition to this, leveraging category and visual cues will help customers understand the product offering. Successful packaging design unites the brand proposition and product seamlessly through tone of voice and graphic language. Photography that drives taste appeal together with engaging copywriting is how to connect with your customer.
The final difference is the tactile nature of the retail environment. Even the most successful design will lack impact if printed and produced poorly. The quality and construction of the physical packaging will determine how it holds up in transit and on shelf. Customers expect premium and luxury brands to deliver on quality packaging with an investment made into materials and finishes such as foiling and varnishes.
Whether your product is available in a large national supermarket or small local store, all these design principles apply. If you are looking for help creating packaging or branding that will have a strong presence in store, get in contact to learn more.
