From the initial impression to the experience, packaging is (also) an important element at the point of sale to win over the consumer.
Today, packaging plays a role that goes beyond aesthetics; it conveys a range of important information to the consumer or shopper to aid in decision-making. purchase decision. Good design not only captures attention but also communicates brand values and creates a lasting visual memory. Therefore, investing in... product design It is essential to stand out in a competitive market.
Sure, a good one. design This has an impact at this moment. After all, who hasn't ever bought a product because the packaging was attractive? But it's necessary to understand a series of factors about where the product will be sold and who its target audiences are. If I'm going to sell a high-consumption product, found in the most common retail chains, I need to understand that I will have many competitors alongside me, vying for the attention of those passing by the shelves. That's why we always say that the packaging needs to cater to the point of sale as well.
How to make your product stand out at the point of sale.
Currently, there are several point-of-sale materials which help during the purchase journey, but a well-thought-out and designed package can also fulfill this role.
In addition to branding Well-aligned and executed, with visual and verbal assets that truly help highlight these products, we need to understand what information is most important about them and how it will be positioned at the point of sale and on the gondola (shelves), so that the message is effectively transmitted to the consumer in an objective and often educational way.
Being educational in point of sale It helps the consumer understand the differences between products, making comparison and decision-making easier. And often, it also creates a stronger emotional connection to the product and the brand, making all the difference in the end. customer experience.
Check out our packaging design case study.
When we launched the new packaging for the Happy Eggs® brand, we thought beyond aesthetics. We understood that the part of the packaging that would have the most space to place relevant consumer information (the top of the lid) would not be visible on the shelves. When the packages are stacked, only a small part of the label is visible.
So the solution was to find a balance. The use of colors would help the consumer differentiate between the types of products offered and the use of... graphic elements It would help the consumer recognize the brand, but most importantly, it was about creating a... wireframe For the packaging, separating the information and understanding its placement according to what would be most easily found and understood by the shopper.
This inclusion highlights the importance of packaging design, highlighting how it contributes to the impact at the point of sale and the emotional connection with the consumer. In other words, good packaging makes a difference in... value management and in the outcome of the business.
