Striking

However much it might be bursting with promise, even the most groundbreaking of ideas will amount to very little if it fails to win the battle at shelf. It’s how successfully a new product is activated in-market that has the ability to transform an idea from simply exhibiting potential into being a commercial winner.

For a new product launch to be a success it requires a myriad of elements to work together in harmony, including distribution, pricing, in-store activity, and wider marketing support. However, there’s an argument to be made that the importance of good packaging design trumps them all, given the unique role it plays in the consumer decision-making journey — often being the first interaction people have with the brand (and for many, the only one).

It won’t come as a surprise to hear that shoppers largely navigate supermarket aisles on “autopilot”, making quick, instinctive, and subconscious decisions, all with the goal of minimizing the amount of mental energy and effort that is required to process overflowing shelves. While creating effective packaging requires careful thought and consideration to be given to a number of key elements, it’s especially important to get right for new product launches — given it’s imperative that they work as hard as possible at shelf to stop shoppers in their tracks.

Whether it’s brick-and-mortar or e-commerce, the core pillars of success don’t change: By deploying a distinctive, memorable aesthetic it will help generate buzz and excitement, increase the odds of the product getting noticed, and encourage shoppers to investigate the product further. So, what exactly are the key elements that marketers should consider when it comes to designing packaging that gives new products the best chance of success at shelf?

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