It’s a fact that good package design drives sales. Good design provides a great experience on a crowded and noisy retail shelf. Successful design encompasses everything, ensuring that all parties – brand owners, designers and consumers – benefit. Design for sales success means being able to understand what motivates people, what draws them in and what catches their eye. Ultimately you need to disarm them and convince them on the increasingly evolved shelves that they should choose your brand from other products, achieving all this in a billionth of a second!
Assess your brand’s merits
The usual solution to design and sales problems is to stare you in the face. This is why when starting a project you need to make the merchandiser the first choice. In the process, it’s important to evaluate the sales environment for your brand, whether it’s in a store, online, or simply in an ad – what brand stands out more as you walk down the aisle? Does the packaging say “buy me, buy me”? If not, why not? P&G’s Fairy detergent brand, sold in Europe, is a good example of how this process unfolds, ensuring that the brand has greater appeal than other competitors.
During the design process for Fairy’s shelf-ready packaging (SRP), P&G and its packaging designers identified a number of key ideas to consider, namely.
-Use all packaging surfaces, including primary and secondary surfaces, to ensure that every angle of the canvas has a communicative effect.
-Prioritize your key messages then increase and bold them to highlight.
-Tell consumers only the key decision points they need to know and make brand choices easier by being effective.
By effectively evaluating the key benefits of the Fairy brand, P&G triggered those benefits and drove sales. The results speak for themselves: in just nine months, Fairy Cleanse grew sales across Europe by 4%, reduced production costs by 50% compared to the previous SRP packaging, reduced its custom display board material costs by 50%, and made the Fairy brand remembered as a billion-dollar powerhouse – all great results.
Driving sales and brand recognition
The message we send through design needs to be compelling and relevant to its sales environment, and the Bombay Sapphire Gin packaging and what its designers have accomplished over the past few years is a great example of this.
Secondary packaging in gift form is less functional and less of a brand proposition than shelf-ready packaging, but also, as with Fairy Brands’ SRP program, the ability to design in a way that makes people stop and wonder about the product, and to delight, is important, especially in a travel retail environment where consumers have more time to browse.
The Mumbai Sapphire packaging was designed for global travel retail outlets to strengthen the connection between consumers and the “imaginative” Mumbai Sapphire brand concept through their curiosity.
The initial inspiration for this project came from an existing print that depicted the distillation process using a crystal engraving created by Eva Zeisel. Bombay Sapphire took advantage of this visual effect and extended it to several retail outlets, including the “dominant” limited edition gift box packaging, which used Fresnel lens printing techniques to create an intriguing 3D effect to reflect the crystal-like droplet effect, which in turn inspired the point-of-sale display. The packaging design drove sales and brand recognition, with sales up 78% compared to the same period the previous year, and an incredible 220% increase one month after launch.
Simplifying the message makes the product stand out
The consistent beacon for brands is the primary packaging, as consumers see it as the product, but also as the touch point that ensures they interact with it. As such, it should be a reflection of your core brand attributes as well as your unique point of view. Therefore it is critical to deliver your brand message as simply and pleasantly as possible through primary packaging. While creating simplicity isn’t easy, it’s proven to be well worth a try as it creates some of the most iconic brand benefits.
For Westland UK’s Even-Flo lawn care brand, its structured packaging design was a stellar project that required skill. This design presents the process of using the product on the shelf through the packaging and assures consumers that this is the cutting edge product that can transform their garden in the easiest way possible.
In a fast-moving category, the key to success is providing the latest news with the goal of responding to the ever-changing consumer needs. Since its launch in 2012, Even-Flo has driven the lawn fertilizer category forward by offering unique innovations to the outlet. In addition, sales are up 20 percent compared to the year-ago figures.