Creating a Clear Hierarchy in Retail Packaging

When it comes to getting your product noticed, retail packaging plays a crucial part. On the shelves of retail stores you will find a wide variety of products from different brands all trying to pull some attention from walking customers. Designing effective retail packaging is the main goal of any marketer in the company to make sure that more people would buy their products. However, creating retail packaging that can effectively bring a consumer to buy is a lot easier said than done. There are a lot of things to consider. Even if customers are drawn to your product, there is still the challenge of creating a clear hierarchy to help your customers discern easily the products that you have on the shelf.

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Once you have designed retail packaging that can draw the attention of your target audience, you need to make sure that from at least four feet away, customers can be able to discern the company logo, the name of the brand, and the name of the product. Note that their eyes will be scanning through the variety of products on the shelf to better understand what those products do and get a feel of the personality of the brand. To make this process a lot easier for the customer, you are going to want to create a clear hierarchy.

So to start, you will first have to establish brand architecture. This will determine the levels of information that are presented on your retail packaging and also the elements that are being prioritized. Ask yourself, how do you want your target audience to be able to navigate through the brand of the company? Through the flavor, the ingredients, scent, or maybe the problem-solution tactic. How you communicate with your consumers will depend on the complexity of your products and you must be able to do so with a good system. In general, effective retail packaging should be able to communicate clearly what the product is for while at the same time suggesting to the consumer other products for other needs.

It is also important that you give lots of thought as to how you are going to place the hierarchical elements of that particular product on its retail packaging. All elements (name, description, logo) should be placed on the product such that it will show your company’s priorities while remaining aesthetically pleasing. While looks are important, it is important that the consistency of placement of the elements will make it easy for consumers to differentiate the differences in quality of the products quickly by looking at it.

If the products that your company sells come in the same size of retail packaging, make sure that the alignment of the elements are consistent. If the retail packaging of the different products is differently sized, you will want to make sure that the ration between the elements stays consistent between different retail packages.

As the number of products your company sells grows, make sure you still keep in mind the hierarchy that you have establish in the designing of the retail packaging.