Stand out: Shoppers view only about half the brands displayed in many categories. Failed new-product launches can often be blamed on poor packaging that blends into an existing category.
Be different: If everyone's package is round and tall, go for angular and short. Experts say structural innovations-unique shapes-are consistently strong in generating consideration. Example: Method's breakthrough innovation with modern, streamlined package design.
Shelf placement: If you thought eye level was ideal, think again. Optimal shelf placement is at arm level and central within a product category. Studies also have shown products placed to the right of the dominant brand fare better. Why? Once shoppers find an initial focal point, they scan right and/or downward in a reading pattern.
White space: Never overwhelm the shopper. Simplicity pays off when other brands and packages are cluttered. Too many messages mean important claims could be overlooked.