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Best Packaging Design for Good Shelf Positioning

Packaging Design

Good shelve positioning is key for 販売 in supermarkets where competition is tough. Here can designers come into play for the Packaging Design: breakfast cereals or milk are by nature -not too expensive- big boxes, making the positioning even more difficult, as supermarkets tend to promote the highest value products in good 人間工学に基づいた middle shelf positions, but taking as less width as possible.

 

And for this, many strategies are possible to differentiate and win a good position on the shelf in a competitive supermarket environment. We suggest here some nice ones, both smart and nice.

Two sides Packaging Design

See how this brand found a nice packaging layout, not compromising the brand or the image quality

This is the same box, with both sides usable as the front side even if turned 90°:

In vertical position
in vertical position
In horizontal position
in horizontal position

Both sides of the package maintain a good visual identity by repeating the main attractive rooster visual + the brand ロゴ + the size (500g) + nutrition facts in a correct horizontal orientation, although the box has been turned 90°.

That permit a shop position both:

  • on the highest row, where package height does not matter much (hard to grab)
  • or in a middle row, where product height is more limited but is the position that manufacturers fight for (much more accessible to the customer’s vision and arm to grab it)

The main legal text information is on the sides to keep a slick nice design. A bit of a question is why the nutrition facts are so visible in the two front faces. Is it a regulatory or a マーケティング argument? Does it help the product to appear “more technical”?

Smart 4 Sides Packaging Design

To a similar question as the packaging above, the Russian branding agency depot proposed an original solution, using the 4 sides of the traditional milt pack (all images ©depot):

Smart milk packaging design
Smart milk packaging design
  • The cat head is nice already in the standard front face position (if the position is traditional), with increased eyeballs like a manga, looking straight into the eyes of the future buyer (can you hear it meowing “buy me!” ?).
  • when the 4-part “puzzle” is in place, the total image is much bigger to appeal to the customer, at zero shelf width or packaging cost

Note that the image has 3 versions of the cat. Depot has made also variants of this blue cat for a full range of related products. 

ヒント: 猫の中央の「セクション」の高さが左右で同じであれば、この中央のセクションを数回繰り返すことで、全体の画像はさらに大きくなる可能性があります。

(この繰り返し部分に猫脚がなければ、より自然に見えるでしょう)

取り上げるトピック: Packaging Design, Shelf Positioning, Supermarket Competition, Visual Identity, Ergonomic Design, Differentiation Strategies, Multi-Sided Packaging, Brand Image, Nutrition Facts, Regulatory Compliance, Marketing Strategy, Customer Accessibility, Product Visibility, Shelf Width Optimization, Brand Logo, Attractive Design, Consumer Appeal, ISO 11607, ISO 13485, ISO 9001, ISO 14001, and ISO 22000..

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