Jun 28, 2011

Shelf standout – does it really exist?

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 holy trinity of Stopping, Holding and Closing?

We can find out where people look, for how long, and in what order, in minute detail. We can even map brain neuron activity and associate this with certain emotions. But as yet the design brief which explains exactly what will get your brand into my basket has not been created.

So what’s working and how..?