Brandscape

Retail packaging is an essential element of product marketing, and great images play a vital role in its effectiveness. Whether photographic or illustrative, images on packaging can capture the attention of potential buyers and communicate important information about the product. In this article, we will explore the importance of great images on retail packaging and how they can impact a consumer’s decision-making process.

Firstly, great images on retail packaging can help to grab the consumer’s attention. In a crowded retail environment, there are many products vying for the attention of potential buyers. An eye-catching image can help a product stand out on the shelves, drawing the consumer’s eye and encouraging them to take a closer look. This initial attention-grabbing aspect of packaging is especially important for products that are new to the market or are not well-known.

Secondly, images on retail packaging can help to communicate important information about the product. A well-designed image can convey the product’s unique features, its intended use, and any other relevant details. For example, an image of a hot, steaming bowl of soup on a can of soup packaging can help to convey that the soup is ready-to-serve and comforting. Similarly, an image of a smiling child playing with a toy on the toy packaging can convey that the toy is safe, fun, and age-appropriate.

Thirdly, images on retail packaging can help to create a connection between the consumer and the product. A well-executed image can evoke an emotional response from the consumer, whether it’s a feeling of happiness, excitement, or comfort. This emotional connection can help to build brand loyalty and encourage repeat purchases.

Lastly, great images on retail packaging can contribute to the overall aesthetic appeal of the product. A well-designed package can create a positive impression of the product in the consumer’s mind, even before they have tried it. This can be especially important for products that are intended as gifts, as consumers are often looking for products that are visually appealing and well-presented.

In conclusion, great images on retail packaging can have a significant impact on the success of a product. Whether photographic or illustrative, images can help to grab the consumer’s attention, communicate important information about the product, create an emotional connection with the consumer, and contribute to the overall aesthetic appeal of the product. Retailers and product manufacturers should therefore invest in high-quality images for their packaging to maximise the potential for success.

Take a look at how we’ve helped brands bring their packaging to life with impactful on-pack imagery:

https://wowmedesign.com/project/wilko-blox/

https://wowmedesign.com/project/wilko-outdoor/

https://wowmedesign.com/project/richmond/

Wow Me the packaging design specialist agency

If you’d like help making your packaging more impactful on-shelf give Wow Me a call or get in touch at hello@wowmedesign.com