From a shopper’s point of view, a product is never seen alone and never in great detail. Given their distance from shelves and the fact that products are arranged in straight rows, it creates a blur of similar-looking shapes, sizes, colors, and products. It’s not until a product grabs a shopper’s attention that their decision is made to take a closer look.
Because consumers often first learn of new products at the shelf, this initial “moment of truth” is a vital step in convincing them to purchase your brand instead of a competitor’s. It’s the beginning of a relationship and this first impression is critical.
The distinctiveness and appeal of a product when placed alongside others on the shelf fuels overall shelf impact. And it is this impact that can make or break product sales. For veteran manufacturers looking to re-imagine existing packaging or for newcomers looking to make a splash, the product “face” must be able to communicate what the product is used for and its brand name in a matter of seconds.
At HRG, the new item review team sees an average of 300 new-to-market health, beauty, and wellness products every month. Not to mention that we digitally photograph and collect information on the nearly 30-40% of existing products that undergo package changes throughout the course of the year. It is this tremendous visibility and HRG’s vantage point that provides a unique birds-eye view of what’s working and what’s not.
Packaging may be both the first and final message a consumer sees and the only chance to convince them to buy the product. Keep it simple – because a package that doesn't attract attention, make a terrific first impression, or present a message that resonates with consumers will be overlooked at shelf.