Packaging Innovation
retail packaging: 5 tips
February 5, 2014

5 considerations concerning retail packaging

With low-cost big-box stores rising to power everywhere brand owners have been struggling to meet retailers’ requests to deliver shelf-ready packaging. With brand’s delivering retail packaging, big stores can cut out store floor personnel costs restocking products on shelf. So what standards does retail packaging need to meet? We”ll have a look at five factors worth considering.

Retail-ready packaging, or shelf-ready packaging, refers to the preparation of a product that is delivered to a retailer in a ready-to-sell merchandised unit. They can be easily placed on the shelf without the need for unpacking or repacking. Although most of these so-called big-box stores have their own requirements, depending on the product type and the environment, there are some general assumptions for brand owners to be made here.

1.     Maximize the experience for retailer staff

Make sure your retail packaging is intuitive for retail personnel. Shelf descriptions should be kept simple and plain. It’s best to provide a package that contains a reasonable quantity of your product and can easily be swapped out and disposed of with minimal waste.

2.     Maximize the experience for retail consumers

Retail packaging should always be designed with the consumer in mind. Buyers have to be able to remove the primary packaging easily when they’re home. Consider consumer safety, avoiding sharp corners and edges as much as you can. Your package should be easily picked up from stores shelves.

3.     Invest in retail packaging design

This one might seem pretty obvious on paper, yet in real-life is hardly ever realized. Retail-ready packages are highly marketing driven, so creativity can really drive your product forward. Start out with the labeling elements and work your way around them. Graphic elements come second.

4.     Simplify the visual presentation

A general rule for the visual representation of any packaging design is to limit yourself to one key message. Remember, consumers don’t have time to study your product in-depth, so be clear in your presentation and maximize shelf presence. Highlighting attention-grabbers, such as ‘New’, ‘Improved’ or ‘Better’ is a good idea.

5.     Double check the retail environment

Make sure you know exactly how your product will be placed on the shelf to avoid inefficient packaging design. A poorly considered perforation pattern or cutting strip can really ruin you visual presentation when it ends up right where a suction cup is supposed to pick up and hold the package in place.

Source: Packworld