How to Translate Brand Strategy Outcomes Into Shelf Science

February 19, 2019 | a white paper by David Lemley

In today’s busy world with packed schedules and cluttered retail environments, it is rare that a consumer will stop to pick up a product by a brand they’ve never heard of before or one that’s not already on their grocery list. But how can your brand’s presence on shelf change that?

Given that shopping is a necessity, consumers are always making split second decisions when it comes to food and beverage product decisions. For this reason, your package design is your lead sales person. Packages are working hard in the field every single day to make your brand well-known and profitable. Use this powerful opportunity to both shout on shelf and tell your story in a more conversational tone.

At Retail Voodoo we are always asking ourselves, “Does this package design concept adhere to the 30-10-3 rule?” These are the three stages we define as singular moments a package has to engage a consumer:

  • At 30 feet you need to define the category.
  • At 10 feet you need to make your brand name and story known.
  • At 3 feet you have the opportunity to whisper in the consumer’s ear.

This white paper demonstrates how engaging with consumers on each of these levels is key to establishing their trial purchase.

Once consumers have the chance to actually try the product, all of these pieces should come together for them and ignite the consumer’s individual desire to share your product and brand with other people in their circle. Learning how to achieve engagement and what is important for your package to achieve at each stage will help your package fly off the shelves or into digital carts time and time again.

What Your Packaging Should do at 30 Feet

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David Lemley

David was two decades into a design career with a wall full of shiny awards and a portfolio of clients including Nordstrom, Starbucks, Nintendo, and REI. His rocket trajectory veered when his oldest child faced a health challenge of indeterminate origin. Hundreds of research hours later, David identified food allergy as the issue and convinced skeptical medical professionals caring for his child. Since that experience, David and Retail Voodoo have been on a mission to create a cleaner, healthier, more sustainable food system for all.

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