Shelf placement is vitally important for sales. And there are a number of factors that influence this and make a product more appealing to consumers. So if you’re about to develop new packaging for a product, ask yourself these 4 questions. They may just be the difference between your product being taken to the register, or left lonely at the bottom of the shelf.
How big is your product?
Weight and size play a major role in where your product appears on the shelf. Heavier, bulkier products will naturally be on the bottom shelves as it will be easier for the customer to lift them safely at a lower level. Contrary to that, smaller products that can easily be grabbed with one hand are generally given prime shelf placement: eye-level.
What’s the shape?
It’s important for your product to stand out from the crowd, but it must do so within reason. If you try to exaggerate the shape of your product so much so that it makes the product unwieldy or difficult to shelve, then your product will likely be placed where other awkward products go…at the bottom of the shelf.
What color should you choose?
Color is crucial when it comes to packaging and shelf placement, especially if your product isn’t well known. The well-known brands have almost a monopoly on prime shelf real estate. And really, it’s an easy decision for a retailer to store these products at eye-level, as he or she knows the public wants the product. So if your brand isn’t well known yet, color can be your edge in securing eye-level shelf placement.
Much like consumers, retailers prefer nice nice-looking products. And they’ll favor it over bland, uninspired packaging when they determine where it fits on the shelf. But if your product can’t be pretty, use eye-catching reds, yellows or bright colors to ensure your package stands out. A retailer is much more likely to place a product with these colors at prime shelf level.
What type of store will your product be in?
Imagine you’re in a boutique bakery. You’re looking through the glass display, eyeing the delicious homemade muffins, cakes and sweets, and then all of a sudden, right next to the pies, is a Domino’s pizza. Seems a bit awkward huh? In fact, you may be so shocked that you leave the bakery, never to return.
It’s important that your product packaging fits in with the general mood and feel of the store. Yes, your product should stand out, but there needs to be limits so that it doesn’t appear like a Domino’s pizza in a bakery.
In other words, you don’t want your product looking awkward. So before you start your packaging design, you need to know exactly what store or type of store it will be sold in, and the typical customer that frequents said store. Once you’ve gathered this information, share it with your packaging designer, and they can help you design your product packaging in a way that is both appropriate, yet stands out.