Packaging

Member lesson

Shelf impact and blocking

Lesson 13 of 20 in Packaging.

Success at the Shelf: Color-Blocking Strategies for Packaging Design (Emily Page, Pearl Resourcing) · ECRM & RangeMe
Lesson

A pack is almost never seen alone. It is seen as six or eight facings in a row, next to competitors doing the same, under poor light, by somebody moving. Designing a single pack on a white background is designing for a situation that does not occur.

six facings, one blockthe unit that competes is the block, not the pack
Six facings of one pack blocking as a single field of colour on shelf.
A designer stands back from a studio wall where six plain green pack fronts form one solid band beside six busy illustrated rival fronts that blur together.
A designer pins six copies of her pack beside six of a busy rival and steps back. Her plain green fronts merge into one band, while the detailed ones turn to noise.
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  1. Question 1, locked

    Which of these words means this? “One unit visible on shelf. Retailers allocate these.”

    • Facing
    • Greenwashing
    • Cue
    • Variant device
  2. Question 2, locked

    Which of these words means this? “Whether a returning buyer can locate the exact variant quickly.”

    • Registration
    • Findability
    • Facing
    • Master brand

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