Ideas that will improve your health nutrition marketing on the shelf
What makes you pick something off of the shelf? What draws you closer? What intrigues you? These are the things you should be thinking about when designing your packaging.
There is so much competition out there today that in order to grab someone’s attention your product has to stand out as a unique brand.
Package design is your last attempt to make a sale and convey the importance of your product. If the Health Nutrition product you are selling is nutritious, has special ingredients, and you believe in it then you already have great reasons for people to pick it up and buy it. This key is making sure that your packaging reflects these benefits and is intriguing enough to catch the eye.
5 ideas on how to improve your package design:
1) Know your customer–It is important to understand who will be looking for your product and where they will be looking for it, so ask yourself some questions: Are the majority of your customers female? Where will this product sit on the shelf? What other products will be surrounding it? What colors will draw them in? Another way to get information on what your customer is looking for is to ask them. Organize a focus group.
2) Take the less is more approach-Simplicity is important. Clean and easy to read will stand out better than over-messaged and cluttered designs. Often too much information overshadows the really important stuff, and that is not the approach you want to take if you want to be noticed.
3) Make some design elements dominant–Pay attention to the hierarchy of your package design. There should always a dominant headline, photo, or message. Everything cannot carry the same weight or you will lose your audience. Create a list that outlines the hierarchy of the information and stick to it.
4) Be aware of guidelines–Be aware of any legalities. Find out all the do’s and don’ts of what must be on the packaging to comply with state and federal laws. If you wait until the last minute to do this, your perfect design will be ruined by crowding when you finally add it.
5) Think through your design–There is a lot more to design than making something look pretty. Here are some things to keep in mind:
- Material: Research different types of packaging materials until you find one that best represents your product. Remember to be unique and make sure it showcases what you are selling.
- Layout: Yes, it should be visually appealing, but it is more important to grab attention. Keep graphics and information organized, leave plenty of white space, and be sensitive to how a consumer will be viewing the information you provide. Will they still be able to read it once the package is opened? Are there stickers or glue that will cover up information? Think it through.
- Shapes: Don’t be scared of making something out of the ordinary, but pay close attention when you mock it up. The most important thing is that it is practical for the end-user.
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Jessica is a competitive athlete and the President of Energize HNM, a health and nutrition marketing agency. Jessica is committed to supporting health brands of every size by helping them define their missions and connect with their customers on a deeper, more meaningful level.