Written in partnership with Haylee Jordan
Designing a brand and package design that is strategic, stands out and displays the product benefits is important for Retail and DTC brands alike, but there are some important differences and strategies to keep in mind when creating a brand that will primarily be seen on the shelf vs. online.
Here is a quick and dirty guide to designing a CPG brand for retail vs. DTC
Retail
When a brand is in retail, you must take into account how quickly the consumer understands the product and its benefits while skimming the aisle. Ultimately, a great brand designer makes understanding a product as easy as possible for the consumer, allowing snap judgments to be made that result in a sale.
A retail package design on shelves should always:
• Communicate key features quickly and clearly.
• Create less “friction” for the consumer—if consumers are confused by a product or have to think too hard about it, they’ll just pass it by.
• Distinguish the brand from competitors on the shelf.
• Tell the brand story and the position of the brand with the package design. The design and quality of the package should answer questions like: Who is this for? What is the cost? What is the benefit over competitors?
BONUS! When possible, drive the consumer to the brand's social through package design. Be it a small blurb, icon or snappy piece of copy on pack.
Direct-to-Consumer
When designing for DTC, a brand allows for more touchpoints. The customer journey is a very important aspect of DTC. These touchpoints may be used to tell the brand story, engage the customer, and educate the consumer. Oftentimes we will see video, testimonials and reviews in the DTC space which is a great benefit for brand building.
A DTC brand engages with customers across many channels beyond packaging, allowing multiple ways to bring the brand personality to life and create a relationship with the customer.
Good DTC packaging should:
• Utilize every avenue for information including iconography, photography, video and visual brand storytelling.
• Educate the customer on the product's benefits in a quick above the fold manner and/or on pack.
• Take advantage of collateral materials to help tell this story. Consider the shipping package design as well as added collateral like postcards, information cards, and general printed touchpoints.
• Think about the thumbnail size of the package design. Brands may forget that their package design will be seen at thumbnail size on screen. Design brands and product photos that translate well at smaller sizes.
Retail + DTC
Whether online or IRL it’s important to note the ways a consumer interacts with your brand will change. While designing for retail vs. DTC can be slightly different, there are some important crossovers.
If you forget everything else, remember this: always display the position of the brand and the benefits on pack through design and copy for both retail and DTC.
Written in partnership with Haylee Jordan
Designing a brand and package design that is strategic, stands out and displays the product benefits is important for Retail and DTC brands alike, but there are some important differences and strategies to keep in mind when creating a brand that will primarily be seen on the shelf vs. online.
Here is a quick and dirty guide to designing a CPG brand for retail vs. DTC
Retail
When a brand is in retail, you must take into account how quickly the consumer understands the product and its benefits while skimming the aisle. Ultimately, a great brand designer makes understanding a product as easy as possible for the consumer, allowing snap judgments to be made that result in a sale.
A retail package design on shelves should always:
• Communicate key features quickly and clearly.
• Create less “friction” for the consumer—if consumers are confused by a product or have to think too hard about it, they’ll just pass it by.
• Distinguish the brand from competitors on the shelf.
• Tell the brand story and the position of the brand with the package design. The design and quality of the package should answer questions like: Who is this for? What is the cost? What is the benefit over competitors?
BONUS! When possible, drive the consumer to the brand's social through package design. Be it a small blurb, icon or snappy piece of copy on pack.
Direct-to-Consumer
When designing for DTC, a brand allows for more touchpoints. The customer journey is a very important aspect of DTC. These touchpoints may be used to tell the brand story, engage the customer, and educate the consumer. Oftentimes we will see video, testimonials and reviews in the DTC space which is a great benefit for brand building.
A DTC brand engages with customers across many channels beyond packaging, allowing multiple ways to bring the brand personality to life and create a relationship with the customer.
Good DTC packaging should:
• Utilize every avenue for information including iconography, photography, video and visual brand storytelling.
• Educate the customer on the product's benefits in a quick above the fold manner and/or on pack.
• Take advantage of collateral materials to help tell this story. Consider the shipping package design as well as added collateral like postcards, information cards, and general printed touchpoints.
• Think about the thumbnail size of the package design. Brands may forget that their package design will be seen at thumbnail size on screen. Design brands and product photos that translate well at smaller sizes.
Retail + DTC
Whether online or IRL it’s important to note the ways a consumer interacts with your brand will change. While designing for retail vs. DTC can be slightly different, there are some important crossovers.
If you forget everything else, remember this: always display the position of the brand and the benefits on pack through design and copy for both retail and DTC.
Written in partnership with Haylee Jordan
Designing a brand and package design that is strategic, stands out and displays the product benefits is important for Retail and DTC brands alike, but there are some important differences and strategies to keep in mind when creating a brand that will primarily be seen on the shelf vs. online.
Here is a quick and dirty guide to designing a CPG brand for retail vs. DTC
Retail
When a brand is in retail, you must take into account how quickly the consumer understands the product and its benefits while skimming the aisle. Ultimately, a great brand designer makes understanding a product as easy as possible for the consumer, allowing snap judgments to be made that result in a sale.
A retail package design on shelves should always:
• Communicate key features quickly and clearly.
• Create less “friction” for the consumer—if consumers are confused by a product or have to think too hard about it, they’ll just pass it by.
• Distinguish the brand from competitors on the shelf.
• Tell the brand story and the position of the brand with the package design. The design and quality of the package should answer questions like: Who is this for? What is the cost? What is the benefit over competitors?
BONUS! When possible, drive the consumer to the brand's social through package design. Be it a small blurb, icon or snappy piece of copy on pack.
Direct-to-Consumer
When designing for DTC, a brand allows for more touchpoints. The customer journey is a very important aspect of DTC. These touchpoints may be used to tell the brand story, engage the customer, and educate the consumer. Oftentimes we will see video, testimonials and reviews in the DTC space which is a great benefit for brand building.
A DTC brand engages with customers across many channels beyond packaging, allowing multiple ways to bring the brand personality to life and create a relationship with the customer.
Good DTC packaging should:
• Utilize every avenue for information including iconography, photography, video and visual brand storytelling.
• Educate the customer on the product's benefits in a quick above the fold manner and/or on pack.
• Take advantage of collateral materials to help tell this story. Consider the shipping package design as well as added collateral like postcards, information cards, and general printed touchpoints.
• Think about the thumbnail size of the package design. Brands may forget that their package design will be seen at thumbnail size on screen. Design brands and product photos that translate well at smaller sizes.
Retail + DTC
Whether online or IRL it’s important to note the ways a consumer interacts with your brand will change. While designing for retail vs. DTC can be slightly different, there are some important crossovers.
If you forget everything else, remember this: always display the position of the brand and the benefits on pack through design and copy for both retail and DTC.
