When grocery shopping, consumers buy precisely what they need. They grab the first item they see that fulfils their requirements unless the packaging design grabs their attention first. With the sheer number of products on the shelves, how do manufacturers ensure their food packaging designs stands out.
- Keep Food Packaging Clear
Clarity is vital for food packaging designs. Consumers purchase products from brands they understand. The simpler the design label, the better. People want to take one look at the packaging and know what it is they are getting. Keep product descriptions close to the name. This gives consumers a chance to clarify what they are purchasing.
If considering a packaging change, do so with caution. Completely changing a well-known packaging design can leave consumers confused as to what they are getting. For example, Tropicana changed its logo and font in January 2009 but switched back within a month because it was a complete fail.
- Don’t Embellish the Design
For a consumer to repeatedly purchase a product, they must trust the brand. Part of building that trust with people is the integrity of a product. When designing packaging, product images are often edited. Manufacturers need to avoid editing the image so much that it drastically changes what the final product looks like. Too much editing causes a false reality that products won’t live up to.
- Keep Things Consistent
Food packaging designs need to remain consistent with the brand. However, it also needs to stand out from competitors’ designs. For example, manufacturers with a natural and earthy brand shouldn’t rely on bright colours. This doesn’t mean avoiding a splash or two of colour. Just focus on being different while remaining true to the brand.
- How Products Are Displayed
In addition to manufacturers and food packaging designers, grocery retailers are also paying attention to packaging designs. They think about how specific designs look once they are displayed on the shelves of their stores. This process is known as “shelf impact.”
Before placing products on shelves, retailers consider various factors, including how different designs look together and what kind of patterns they create. They think about these things because they know placing specific designs next to each other can alter the packaging’s look.
In some cases, packaging starts blending together, so nothing stands out. This allows all of the specific details to get lost in the mix. Designs need to stand out enough so that a customer grabs them off the shelf to see what the product is offering. A consumer picking it off the shelf increases their chance of buying it.
- Keep the Design Adaptable
Manufacturers need to be able to use their design for a variety of products. The sheer number of products found in grocery stores is a perfect example. Brands are constantly adding new products, even if it’s just a matter of creating a new flavour.
Nobody wants to create a new design every time that a new product is added. This is not only challenging for the designers. It’s also confusing to the consumers. Using a versatile design allows designers to make a few small changes to highlight the new product.
- Is the Design Usable?
Labels are just one part of the puzzle. The packaging must also be usable. The perfect example is condiments, such as ketchup, mustard, relish, and many others. The original containers were usable but not always convenient if people were at a BBQ or picnic.
The original containers were upgraded to squeeze-style containers, making them easier to use on the go and at home. The more usable a product is, the more likely a consumer is going to buy it.
