When it comes to all-inclusive branding, the link between retail packaging and display ideas couldn’t be clearer. There is an important connection between product packaging and the cardboard displays showcasing them in stores that just can’t be ignored if you want to create a strong sense of brand recognition and appreciation among your target audience. The way a product is packaged, advertised, and displayed in stores should work together in order to create a cohesive message to consumers. As a vendor, this is definitely something you’ll want to think about as you move forward with your in-store sales and promotions. The following post will explain some important points about this link between packaging and in-store displays, and provide ideas and examples to help you imagine how it can be done in your campaign.
How Packaging and Displays Can Work Together
Oftentimes vendors fail to – or are unable to – make the connection between product packaging and in-store displays. Cutting corners and saving time with a one-size-fits-all cardboard display, which may not coordinate with the design elements of the products themselves, might seem like a perfectly fine thing to do. Customers don’t really notice the display, right? Shouldn’t the products speak for themselves? Sadly, though, there are typically so many other products competing to grab the attention of each customer, it’s easy for your product to get lost in the shuffle. While there may be limitations on what kind of display you can use depending on the specifications of each individual retail setting, there are many creative ways to implement a display that fits together with the packaging once it’s put together. These two components can complement one another to create a complete retail experience that may also tie into your advertising scheme.
Examples of Winning Packaging-Display Combinations
Not sure what this link between product packaging and in-store displays means? Let’s discuss a couple of examples and you should see that it can actually be incredibly simple. A recent in-store display campaign for Jack Link’s Jerky, for example, features a simple corrugated cardboard holder that can fit 12 boxes, each containing multiple individual packages of the jerky. The display uses the same color scheme and logo as the boxes, and is even a similar shape. The one noticeable addition to the display/holder is the tagline “Feed Your Wild Side,” which is featured in commercials and other advertisements for the product, providing a cohesive brand awareness element. This ties packaging, display, and advertising messages into one consistent “story” told to consumers.
Similarly, an in-store display scheme for Milkbone dog treats serves as another terrific example, this one a bit more complex. A four-tiered corrugated display features multiple shelves – each housing a different type of treat – with a foundation column in the shape of two bones that link up at a diagonal angle.
Now that you understand the important link between product packaging and the cardboard displays that showcase products in stores, the possibilities for your campaign should be virtually limitless. It’s just a matter of coordinating the elements so they all come together.
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