In the grocery aisle, the competition can be fiercer than a finale of “Project Runway,” the fashion design reality TV competition. Products are lined up next to their competitors with little to no opportunity to express why they should be the consumer’s choice. In food, drug, convenience and mass merchandise channels, one of the best ways to grab the consumer’s attention is with packaging design.
“In the shop, that’s where the real battle happens,” says Steve Kelsey, innovations director for PI Global, New York City. “You can do some very provocative stuff and very powerful stuff in advertising, but actually on the shelf [is] where the consumer makes up their mind, so from that perspective the [package] has to work incredibly hard.”