Where will most people see your product and decide to buy it? On the shelf at a local store, of course. Unless you run an entirely e-commerce-based business, your product is probably competing with others on the shelf for the attention of browsing consumers.
Shelf appeal, or the comparative attractiveness of a product next to others on the shelf, is extremely important for the success of your product. Here are some ways to make sure you get the most out of your labels when it comes to shelf appeal:
- Use identifiable branded colors. Color is one of the main things that draws in shoppers' eyes when they're making their decisions. If your brand doesn't yet have a few specific colors associated with it, that's something to work on in your labeling. For example, if your product is an off-brand version of a major brand, otherwise known as a national brand equivalent (NBE), you should use the same colors in your labels as the national brand to associate the two in shoppers' minds.
- Take advantage of interesting shapes. If all your competitors' products come in packaging that's approximately the same shape, trying out a new shape will draw attention away from their items and onto yours. According to Derrick Daye writing for Branding Strategy Insider, "symmetrical shapes pair well with passive colors… triangular and diamond shapes with active colors."
- Don't clutter your label. The last thing you want to do is confuse your customers. Studies have shown that cluttered, wordy labels confuse customers and turn them off, so be careful when it comes to incorporating too much verbiage into your labels.
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