1. Old el Paso Fajitas on a supermarket Shelf

    Welcome to Shelf Life Issue 10, devoted to a thorny issue that has puzzled brand owners and their design consultants for years. What do we really mean by shelf standout, and how do we know when we’ve got it? More importantly, does it lead to more sales? What can packaging design do to achieve the…

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  2. Wall of colour

    Posted by Steve on Jun 28th 2011 in: Ready Meals, Shelf standout - does it really exist?

    Old el Paso section

    Ah, unique colours, the nirvana of shelf impact. Everyone wants one, but they don’t always want to accept the consequences: 1 Truly unique colours like Cadbury purple and Milka lilac are nothing to do with category language, because they were created before there was such a term. Relatively few brands have changed to a new…

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  3. Activia and Dolmio shelves on supermarket

    Who owns the colour green for beer packaging? Is it: a) Heineken, b) Grolsch, c) Carlsberg or d) none of the above? Nobody ‘owns’ colours (even Cadbury has lost court cases), but it can pay to adopt a monolithic brand colour policy from the start, and then do everything you can to reinforce it. In…

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  4. Dutch Cereals for kids on shelf

    This is hagelslag or ‘chocolate hail’. Designed by mad Dutchmen as a kids’ treat to put on bread (hint: use plenty of butter or it all falls off), it’s not for the parent who likes clean floors. Kids’ products usually employ characters, which come with the added bonus of getting your attention by looking at…

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  5. Different beer brands packaging design

    Conventional wisdom says that strong brands don’t need product shots, and should focus on communicating only brand values and meaning. We would argue: ‘that depends’. For us the role of packaging at POS is to trigger or remind consumers about a powerful brand story. Sometimes that includes the product, sometimes not. So for Guinness shelf…

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