Creating Packaging that Stands Out

Creating Packaging that Stands Out

According to recent studies, the average supermarket has over 10,000 items on their shelves at any one time.  Knowing how to separate yourself from the competition in that market is a must if your brand is going to be successful.  Product placement can play a small part, however, the real challenge is standing out.  This is where the design of the packaging comes into play.  Too often a business will concentrate entirely on getting the product to market and forget about how they will sell it once there.

A simple way to avoid this pitfall is to focus more time and effort on the design of the packaging. A business can do this by hiring experts in-house, but often a quicker much cheaper option is to work with experienced design agencies such as CCL Design. Whatever option best fits your business, it is important to know some simple rules that will make your packaging jump off the shelf.

Clarity and Simplicity

The most common mistake made by brands is trying to oversell their products.  Next time you are in the supermarket take a glance at a shelf and ask yourself a simple question, what is this brand? Too often the answer won’t be clear.  You will see products listing benefits, listing ingredients, but no clear brand.  It is known from research that decisions about a product are taking by consumers within seconds, and packaging that has no clear brand or who fails to identify what is for are likely to fail.  So, remember to keep it simple and keep it clear!


The mistakes made in this area come back to a business looking to oversell their product.  This is understandable as it’s easy to believe that listing all the great things about the product or showing it to be perfect is what the consumer wants to see.  This is not the case.  A consumer doesn’t want to be lied to and overselling is misrepresenting what you offer, which only leads to disappointment.  When designing the packaging the task is to represent the product in the best way but bare in mind that honesty is always the best policy.


Advising a business how to be authentic is not an easy one.  No one can tell you what your brand is, you know better than anyone.  When designing your packaging think about that and how you can best represent the business’s values and beliefs.

Shelf Impact

The challenge with all designs is getting the product to stand out on the shelf. When a product is brought to market it does not get placed alone, it is placed on a shelf where it can be lost amongst the competition.  To avoid this happening a brand tends to opt to create the most beautifully designed label, but it’s amazing how often that blends into the background. To overcome this a business must undertake research, trial and error, and only then will it be clear what works.

Categories: Business

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