It must be nice to have an aisle all to yourself in store, and to be able to dictate the optimum shelf layout to allow consumers to find the right product. The new Dulux range design seizes this opportunity with great panache, offering a calm wall of exquisitely-coded packaging.
The core colour range balances the brand iconography with clear communication of paint type, purpose and colour, the last being cleverly grouped to share backgrounds for related colours, creating easy to shop clusters.
Specialist sub-brands are laid out differently, using the all important space ‘above the handle’ to focus attention on the promise and reason to believe for each range. All in all a true brand-leading performance.
Takeout: When you’ve got your own space the rules change and it’s not about shouting an emotional “pick me!” from a crowd of eager competitors. It’s about truly considering buyers’ needs and priorities.