by VentureStreet  Join Our Network
The Perfect Consumer Package Goods Package Front Panel
By John O'Maley



THE PERFECT PACKAGE FRONT PANEL

The perfect package front panel has to pass this litmus test:

The target consumer has to be able to instantly understand, in 3 seconds, exactly what your product does, from 10 feet away on the shelf, sitting beside many other products.

Recognition has to be immediate since that target consumer is most likely in a hurry, might have a screaming child in tow and is not looking for or aware of your product. Shoppers are simply too busy, impatient, distracted "by life" and in a hurry to take the time to figure out what they are looking at unless it is crystal clear.

While packaging design awards warm the heart, they may not always translate to a product's success. Unless your front panel completely stops that target consumer in the aisle in those 3 seconds, that shopper will most likely walk on by and never pick up your product.

Less is more when it comes to the front panel.

The fewer the words, the better. Strive for one graphic image, clearly messaging the product’s primary benefits and large enough to be seen and understood from 10 feet away,

Once your front panel has done its job to stop the target consumer, the copy and application graphics for supporting product features and consumer benefits can be incorporated on the back, side, and bottom of the package.

Many intelligent entrepreneurs develop breakthrough products, but require consumer and trade input to determine which benefits will draw shopper attention and deserve front panel inclusion.

Asking your target consumers through various consumer research venues what is most important to them about your product, consulting with knowledgeable retail buyers and heeding the advice of consulting brokers familiar with your category are the only means to know for sure.

Smart buyers will instantly recognize a package front panel that will stop traffic and motivate sales.......and that is one of the most cost effective and best advertising weapons you have in your arsenal.

While you ultimately want to develop a long term sustaining brand franchise and household name, it makes no sense to devote an inordinate amount of space on the front of the package initially to a brand name, logo or an image that is totally unknown. In fact, most new package front panels are guilty of too much clutter.

Your product may have 10 amazing product features and consumer benefits, but the front panel of your package is your billboard, with only enough room to discuss, at most, 2 such benefits...... with one visually and attractively compelling call to action.

Empty Space can be a good thing on the front panel, especially when it draws attention and directs the eye to the best features with the fewest images and words instantly explaining what the product does.

Every word, graphic, color and “empty space” on the front of the package must be evaluated by the following criteria:

Will it contribute to targeting the consumer in 3 seconds, from ten feet away in the aisle, to move toward your product, pick the package off the shelf to evaluate it, purchase and add it to her cart? If it doesn't, it probably does not belong on the front of the package.



Remember, the front panel has only 1 mission in life: "to stop target customers walking by your product, evaluate its benefits in 3 seconds and motivate them to pick it off the shelf, … and buy it. That's all it’s designed to do.







Need help marketing? Get matched to a marketing consultant in your area.
Find Marketing Consultants
Other articles you may like:
8 Trade Show Mistakes That Cost Exhibitors
Trade shows are an important business tool, if you can avoid these eight common mistakes.

800 New Contacts with Sandwiches, 10% Improved Sales with Ice Cream
Gail Patrick’s Café in Chappaqua, N.Y., had a loyal following, especially since owners...

8 Simple Rules of Social Media for Your Business
Social Media Marketing is a highly powerful tool for promoting your business. Many...

97% of your Advertizing Messages are Read!
Having the ability to instantly contact potential customers all over the world is one of...

7 Great Places to Post Your Articles
Article Marketing is a great way to build up your credibility and gain exposure for...

Be the first to find this article helpful.
Need help marketing? Get matched to a marketing consultant in your area.
About the Author

John O'Maley, John O'Maley and Associates
2030 Harcourt Estates Drive
Cincinnati, OH 45244
5132277191

If you would like to re-print this article, please contact the author.
Other articles you may like:
Stick a Pin in Your Business and Make a Profit
Using Pinterest to connect with other small businesses

7 Brand Marketing Benefits of a Website Audit Report for Businesses
Go beyond checking website issues. Use a website audit report to improve your overall...

Social Media and Ageism
While social media is being used in business and doing quite well, I'd recently found...

The Business Card Power of Marketing
Learn why business cards are powerful and have the most impact on advertising.

Hidden Danger of Household Chemicals
The average consumer is not aware of the hidden dangers in the everyday household...

Editorial Disclaimer: The views expressed in articles published on this website are those of the authors alone. They do not represent the views or opinions of this website or its staff. The articles on this site do not constitute a recommendation or endorsement with respect to any views, company, or product. Authors affirm that article submissions are their original content or that they have permission to reproduce.

Home   |   Articles & Videos   |   Affiliates   |   Networking Groups   |   Search by Category   |   Professionals

Terms of Use   |   Privacy   |   About Us   |   Contact Us   |   Member Login

© 2003-2014 - VentureStreet, LLC

Join Our Business Network