(Article)
Packaging as a shelf asset: three constraints that decide whether a product makes it into the cart
Food & beverage packaging lives between GDO legibility and brand recognisability. Three constraints that decide the purchase.
By Beatrice Vernocchi
Packaging is the first point of contact on the shelf and the last before home consumption. Retail asks for legibility, the brand asks for recognisability: the pack must hold both criteria.
Material, format and information hierarchy decide in three seconds whether a product makes it into the cart. It is designed from prototype to shelf test.