Packaging online plays an important role across many e-retailers. It’s clear in the retail industry that success of new products, largely depends on effective packaging.

New products face a very difficult task in trying to change shoppers’ ingrained behaviours and thought processes, which is often in low-involvement categories. For established brands, shoppers are drawn to what they recognise, and seek that reassurance from the brands they know and trust. However, new product packaging faces a more demanding set of challenges.

Challenging Shopping Platforms

A key driver of product success is shelf visibility. When consumers shop in store they’re faced with a mass array of products stacked closely next to each other. However, they’re given the opportunity to zone in on products they know and are interested in. Packaging online however, faces restrictions here, as it’s presented to the shopper in a much smaller format. This is the place new products can suffer, as shoppers often seek out familiar items.

To avoid such issues, brands should take into consideration the key elements of their pack design when displaying online, such as colour, text and imagery. As shopping online increases, the importance of improving user friendliness is vital. Retail websites such as supermarkets, DIY and stationery host a variety of good and bad packaging examples. It’s evident when products are there to simply hold an online presence, with no further consideration taken into the design.

An initial stage of a shopper’s decision-making process begins with physical attraction. Branding and product names are usually the elements that suffer and become unreadable when reduced to a thumbnail. This defeats the purpose of having an online presence, and if a shopper is quickly browsing through various products, it’s likely they’ll only notice packaging they can easily see. ‘Click to view’ on every product adds another stage to the process, which can potentially affect shopper interest.

Doing it well

The hierarchy of brand, product names and photography has been clearly taken into consideration here. These good examples demonstrate large text is readable with no pixilation / burring when reduced in size, and the use of category colours allows differentiation and ease of shopping. This range of thumbnail products still create that desire just as they do in store, and are therefore perfect examples of using successful packaging online.

This highlights how vital attention to detail is when it comes to strong packaging design. It is essential every execution remains as strong and impactful as the initial design idea – especially when they’re featured in different formats.

Here at The Behaviours Agency, we make sure we pay attention to this level of detail across each pack with the same tenacity as the very initial design. Great examples of this are the packs that we created for Jamie Oliver or Medised.

If you would like to see how we could improve your packaging, then get in touch.

Angie Dac

Account Executive