The retail environment is very competitive and getting your product to be noticed on the shelf is very challenging. If you start feeling some level of frustration about this then it is only natural. There are so many products out there that are vying for consumers’ attention it can be hard for your product to jump out from off the shelf.
Photo by Ron Lach
You have to use a combination of product packaging and marketing skills to get the attention that you need. Take a look at the various ways in which you can make your product stand out on the shelves
Eye Catching Packaging Design
If you want to grab attention for your product one of the first things you’re going to have to do is to make sure that your packaging is on point. This is the only way that you are going to grab attention. Packaging serves not only as a protective vessel for your product but also as a marketing tool as well.
Make sure that the visual aesthetics of your product reveal your brand identity to your customers as soon as they see it. There has to be something about your packaging that makes it different from that of your competitors.
Use Bold Colors
Color psychology is important, it plays a huge role in ensuring that your package is what grabs the eyes of the consumer right away. Colors can evoke various emotional responses and you have to decide which ones you want to grab your customers attention.
For example, the color red is going to stimulate appetite which is great if you are selling food. Putting this color somewhere on your food package in a way that your customers find hard to miss is a great way to get them to reach for your product on the shelf.
If you think about it there are some very popular products out there that utilize these colors. Take some cues from them.
Incorporate Unique Shapes
Shapes are very important as well so you need to decide carefully what kinds you want your package to house. If your packaging has a unique shape it can make your product pop and grab attention. When your package strays from that conventional box or bottle shape, you are asking for attention and you will get it. Consider whether your brand would be a good fit for this approach.
Add Textural Elements
Texture is another sensory element that can help you to differentiate your product from your competitors. Make your packaging feel different when it is touched.
You could consider embossing it, using materials like velvet or even wood; this can make your product feel very premium and encourage your consumers to interact with it.
Use Custom Shipping Boxes for Branding
One of the things you should definitely consider is using custom shipping boxes as they can play a critical role in the unboxing experience for your customer. While they may not always be on the shelf in a physical store these types of boxes can become a great first touch point with your consumers if they purchase from you online.
It’s also a great idea if your customers receive your shipments in bulk. Custom shipping boxes can be used to not just protect the product but also to reinforce your brand identity in a good way and make you have a standout delivery.
You can add your logo, and your unique messaging to your shipping boxes. Don’t forget to throw your brand colors in there as well. A well-designed shipping box is going to incorporate your brand identity and leave a lasting impression on your customers when they receive your products.
Tell a Story
One thing that you should try to do with your packaging is to make sure that it is telling a story. When you tell a story with your packaging it is going to create an emotional connection with your audience. For example, if you have a product that is aligned with sustainability, make this message clear on the product. If you are going to be launching a limited edition item, always emphasize the exclusivity of your product and why it is so.
When you tell a story you are building a narrative and it gets people to hold that product a little longer. While they are holding it and focusing on your story you are making a connection with them.
Having a brand story on your product packaging will make you stand out from your competition. A great story becomes a narrative that consumers want to be a part of and they will do this by purchasing your product as well as recommending it to others.
Incorporate Innovation and Functionality
Functionality can be a game changer when you are packaging your product. The easier you make it for a customer to interact with your product packaging the more likely it is that they will purchase it. For example, if you are packaging food, putting it in a spill proof or reusable container may force customers to gravitate towards it.
Sustainable Packaging
Sustainability is a big concern among consumers these days and many of them are looking for eco-friendly packaging. They willingly jump behind your brand if they feel that you embody this ideology. When you start prioritizing sustainability by using biodegradable, recyclable and compostable materials in your packaging you’re going to get a share of the market that maybe your competitors have not embraced as yet.
Packaging that Doubles as a Tool
This idea is definitely not for everyone but if it is for you, this is a great way for you to make yourself different from your competitors out there. One example of this is creating a product that can be used as a water bottle when the consumer is finished using it. You can even try creating products that are packaged in boxes that have the same impact.
If your packaging can be used in another way once the product is consumed then people are much more likely to purchase it.
Transparent Packaging
One way to make your product stand out is by putting it in packaging that is transparent. If your product is visibly appealing and has unique textures and tones then it is a good idea for you to let that be visible. This can make it irresistible to consumers. For example, if you are selling a box of gourmet chocolates then you can’t lose by letting your consumers see the delicious goodness that is awaiting them in the package.
Transparent packaging will make them salivate and maybe reach for the product. What transparent packaging also has a tendency to do is to build trust with your consumers. They appreciate seeing what they’re actually buying beforehand.
This type of packaging makes it easier for consumers to make a firm decision. Transparent packaging works very well in the toy industry. Packaging is mainly geared towards children and if you are a parent you know all too well what happens when your child sees a doll or that fire truck through the transparent packaging.
It grabs their attention and they will pester you to get it for them. This small example is a testament to the power of transparent packaging.
Multi-Sensory Packaging
The more senses that you can engage in your product packaging the more of a lasting impression you will leave. Consider incorporating smell and sound into your packaging.
Having a lightly scented box can evoke specific emotions in people. Consider using sound as well. You can create packaging that has a well-designed seal on it or has crinkling paper. The sounds that your customers hear when they’re opening the package can evoke emotional responses.
This is something that your competitors may not be thinking about. That is why it’s a good idea for you to do so to make yourself stand out.
Be Consistent
When it comes to your packaging you need to make sure that you are consistent. No matter where your consumer has an encounter with your product, be it in a brick and mortar store or while they are browsing online or even when they are receiving custom shipping boxes, your brand experience must be the same.
When you are consistent with your packaging and how your product is presented it’s going to build a lot of recognition and trust. This is going to make it easier for your brand to stand out in just about any marketplace no matter how crowded it is. Always strive to make sure that your product is unique on the shelves.
As you can see there are a lot of things that go into making this happen. It can all be overwhelming but if you take even a part of what has been discussed here and incorporate some elements then you will create eye-catching packages. Look at what your competitors are doing and then decide how you can incorporate some of the strategies here to make your product packaging better. If you do it right you will see almost immediate results.
