Delivering the goods

While the merger of physical and digital commerce isn’t new, our understanding of its potential continues to grow in the post-pandemic age. Today, consumers are equally comfortable using mobile tech to purchase brands remotely or interact with them within a retail setting. Whether scrolling on mobile devices or strolling through a store, consumer behavior over the last two years has made it clear that being a successful retailer depends on mastering this new hybrid market space. That means creating packaging designs with stopping power and clarity of brand messaging that function in an instant in-store AND online. Here are our top tips for optimizing your packaging to improve visibility and sales across the physical/virtual landscape.

1. Communicate Clearly

Highlight important claims and benefits that are essential in the decision-making process. Consumers in-store, and especially online, respond well to simple, concise messaging which is easy for them to find and understand before they decide to make a purchase.

2. Embrace Your Brand

It’s essential to remain true to your brand standards to create an omni-channel environment. Things like logos, colors, and brand-specific graphics remind potential consumers of the quality and consistency they can expect from a product. The trust and equity established in a brand’s physical presence should be easily recognized in the brand’s virtual presence.

3. Make an Impact

Online and on-shelf, bigger gets noticed. Design with small mobile image clarity in mind. Go for large logos and messaging, bold color usage, striking visuals, and strong messagingto get noticed during online scrolling.

4. Ship Will Happen

Don’t forget to design for the inevitable. Consider minimizing pack sizes to reduce costs and maximize efficiency. Adjusting packaging materials, opting for improved durability and/or sustainable alternativesis another plus with consumers.