Package Design: Steps to Make It Stand Out on the Shelf
How to Nail Your Package Design: Steps to Make It Stand Out on the Shelf
When it comes to packaging, it’s not just about wrapping your product in something pretty—it’s about crafting an experience, a story, and a moment that screams, “Buy me!” Your package is the first thing customers see, and let’s face it—judging a book by its cover is very much alive in retail.
So, how do you ensure that your package design is doing the heavy lifting? Let’s walk through the essential steps you need to consider to create a quality package design that not only looks great but works hard for your brand.
The THINK Stage: It’s All About Strategy 💡
At Mertz Design Studio, we start every project with our proprietary methodology called the THINK Stage. It’s the foundation for everything we do, and it’s all about strategy.
Before jumping into the creative side, we focus on understanding the big picture. This means diving deep into who your customer is, what they care about, and how your product fits into their life. The THINK Stage is where we define your brand’s purpose, your goals, and how you want to be perceived. After all, every great package starts with a solid strategy.
In the THINK Stage, we ask important questions:
- Who is your target customer?
- What problem is your product solving for them?
- What message do you want to communicate through your packaging?
By answering these questions upfront, we ensure that your package isn’t just beautiful, but also strategic—because a well-thought-out strategy is what sets you apart from the competition.
Why the THINK Stage Matters for Packaging
Packaging isn’t just about looking pretty on a shelf; it’s about conveying your brand’s message in a way that connects with your audience. When you take the time to understand your customer’s needs, desires, and preferences in the THINK Stage, you set your package design up for success. It’s what helps us make sure your packaging doesn’t just attract attention—it converts it into a purchase.
1. Know Your Customer (Back to THINK)
Once you've nailed your strategy, go back to the THINK phase. Ask yourself, Who is my customer? What do they care about? Your packaging should speak directly to them, addressing their needs and desires before they even pick up your product.
Are they all about sustainability? Make sure your packaging uses eco-friendly materials and reflects that in the design. Are they looking for premium quality? Then your packaging needs to feel luxurious from the first touch.
Actionable Tip: Write down 3-5 traits that describe your ideal customer. Let these traits guide every design choice you make. Keep their preferences in mind every step of the way.
2. Nail Your Messaging Hierarchy
When your product is sitting on a crowded shelf, you have seconds to grab attention. What’s the first thing you want someone to see? What information is essential? This is where the messaging hierarchy comes in.
- Product Name: Make sure it’s bold and easy to read from a distance.
- Special Features or Benefits: Is it organic, gluten-free, or a bestseller? Make that pop, but don’t clutter the design.
- Brand Name: You want customers to recognize your brand instantly, so give it the prominence it deserves.
Actionable Tip: Arrange your design elements in order of importance. What do you want people to notice first, second, and third? Size, placement, and boldness will help you guide their eyes through the most important details.
3. Balance Visual Appeal and Compliance
Regulations are non-negotiable—ingredients, barcodes, symbols, and certifications need to fit within your design, but you don’t want them overwhelming the look. It’s a delicate balance between making sure you meet compliance requirements while keeping your design clean and appealing.
Actionable Tip: Create a checklist of required elements (nutrition facts, logos, barcodes, etc.) and incorporate them seamlessly into your layout. Keep the design minimal where necessary to prevent overcrowding.
4. Put It to the Test
Once you have a design you love, don’t hit print just yet. Prototype it. Place your packaging on a mock store shelf and see how it stacks up. Does it stand out, or does it blend in with everything else? What impression does it give?
You’ll immediately see if anything needs tweaking—whether the text is too small, the colors don’t pop, or the layout feels off.
Actionable Tip: Take photos of your product on an actual shelf or create a digital mockup in a retail environment. Review it from a distance and up close to spot any flaws before production.
5. Don’t Skip the Press Check
This one’s crucial. Real-life printing always looks a little different from what you see on screen, and a press check is your chance to catch any last-minute issues. Maybe the color isn’t as vibrant, or a line is printing too faintly—this is the moment to make sure everything is perfect before it goes into mass production.
Actionable Tip: Attend the press check in person or request a printed proof. Examine it in different lighting and angles to make sure your design is flawless in the real world.
Packaging Is Your Silent Salesperson
In the end, your package isn’t just wrapping—it’s your silent salesperson. It’s the first thing people see, touch, and react to. The goal is to create something that grabs attention, communicates your message, and practically leaps into someone’s shopping cart.
Just like we did for In The Curious Kitchen, we aimed to create a package that wasn’t just a container—it was an experience. From the “giftable” overwrap design to the stunning patterns inside that tell a story, it became more than just a product—it became something you’d be proud to bring as a hostess gift.
By testing the design on the shelves of Jungle Jim’s (because we believe in testing reality!), we confirmed its strong shelf presence and appetite appeal. And yes, mission accomplished—those boozy cherries practically sell themselves now. 🍒
A well-designed package is more than just pretty—it's functional, compliant, and strategically built to sell. With Mertz's THINK methodology as the backbone of your strategy, you’ll be well on your way to creating a package that works just as hard as you do.
Need help crafting a standout package for your brand? We’ve got you covered. Visit mertzdesignstudio.com, and let’s get started on making your packaging pop!
Kristy Sieve
president
