As a graphic designer, I try and avoid metaphors like the plague, but…

…there’s an old saying: “You can lead a horse to water but you can’t make it drink.” This is a perfect packaging metaphor, because the fundamental truth is that the final purchasing decision is made at the shelf edge in store.

No matter how much time and money your marketing team spends on promoting your product or how much effort your sales team puts into getting your product listed in the key retail outlets, if your pack fails to deliver at point of sale because it doesn’t look good then all that investment spent elsewhere is largely wasted.

So how do we make the most of all that advertising and promotional work? How do we get people reaching out for our pack on the shelves?

We’ll be sharing our top tips on Packaging over the next few weeks…

1. Make your product stand out
First of all, we have to recognise that our products are competing for a few short seconds of attention. In any one supermarket there are around 40,000 different products on display and the average shopper spends no more than an hour in store during their weekly shop. So you’d need to register more than 10 products per second if you were to see every product! The first and most important rule, therefore, is to get your product noticed – it must stand out rather than blend in. To find out how, get in touch…