From national to store brands, converters help CPGs succeed with packaging decoration that wins at the moment of truth

What role does package decoration play when trying to make an impression in just seconds? Does the packaging grab attention and create differentiation? Does it deliver an offer and incite trial? Or, does it keep loyal customers loyal in the face of constant competition?

Establishing, holding onto, and growing SKU strength hinges on product decoration solutions that complete a brand strategy for a consumer product goods company. That’s why it’s so important for the brand owner, packaging designer, container supplier, and label/package printer to all be on the same page.

According to retail industry sources, about 70 percent of purchase decisions are made at the shelf. Coupled with that is the fact products have approximately three seconds to grab attention and engage the consumer. If the shelf impact of the packaging misses being noticed, it’s a missed sales opportunity. When a national or store brand wins at the shelf, it means increased share gain.

Packaging development for store brands is a more instrumental priority for today’s retailers. It helps them compete head-to-head with national brands. They realize they need to develop consistency and a true essence to the exclusive brands they offer. And they’ve done this to command increased visibility with shelf impact that confirms the goodness and quality of their products.

The result has been that many store brand products are able to command parity pricing with national brands without having to push cost as the primary differentiating factor. This is where effective packaging needs to entice enough for the product to stand out on the shelf, but it also has to pull the consumer in as a confirmation to product quality because the product is even more visible sitting on the shelf at home. That’s why successful products become synonymous with their packaging.

Popular store brands understand with effective merchandising can develop an educational and exciting experience that serves as a basis for brand building. This transfers and links the positive association of a specific house brand with the retailer.

In the end, while packaging decoration represents only a fraction of the total packaging cost, it remains the last chance to communicate the brand to the consumer. This is why packaging decoration success hinges on effective execution. Design a label before the container is finalized and you ensure the prospect of a redesign.

The supply chain is complex. When the brand owner, packaging designer, container supplier, and label/package printer are all involved early, you assure the overall success of winning at the moment of truth.