There is a huge difference between how a pack looks on a design visual versus how it looks and behaves when it is in an in store environment.
What may appear as sleek, sophisticated and elegant at the Design stage may not have the presence that is necessary to make it stand out and get noticed in a busy supermarket fixture
Have a look at this example. The communication is screen printed directly onto the bottle rather than onto a paper label. This means that the canvas it is painted on is prone to the different reflections and refractions of supermarket lighting.
This base canvas is incredibly difficult to build accessible communication onto, especially if in addition, there is little contrast with the translucent liquid inside the bottle.
Always test designs in store. Supermarket shelves are a busy and competitive environment made even trickier by the harsh lighting. Make sure the Design allows for that otherwise you may, as here, go completely unnoticed.
#Marketing, #Design, #BrandDesign, #Packaging
