ArchPoint recently redesigned private label packaging for one of our retail client’s product lines. Without changing product, price or shelf placement, the redesign increased sales by as much as 50%. How did we do it? By blending and integrating our package development process with brand, product and shelf strategies.

A product package is many things. It is a vessel, a billboard, an ambassador of your brand needing to communicate a myriad of messages in mere seconds. In the evermore crowded landscape of the supermarket there is little room for missteps in package design and representation.

Developing a successful package design is a process. A process that involves a deliberate path made up of hundreds of decisions. This can seem daunting at times, but we have identified the top five principals that form the cornerstone of great packaging:


Simply put; what is this thing, what does it do, and why do I need it? Yes, this seems elemental, but it is surprising how many products get this wrong.

The average consumer spends less than four seconds deciding which product they will put into their basket and clarity is paramount to ensuring your message communicates in this small window.

Shelf Presence

Is there “wow” factor? Does the package design reach out and demand attention? Strong shelf presence ensures that the package reaches out from a distance and draws the consumer in.


If the product claims to have properties, or represent certain principals, it had better deliver on these in the package design. This goes beyond graphics and messaging, the vessel must be considered as well – is it easy to use, biodegradable, or clever.


What is often overlooked is the concept of consumers “winning when they use.” Those aspects of the user experience that happen after the sale and when the product is experienced on the consumers’ terms. Does the package feature innovations or conveniences valued by the consumer? Does it solve a problem, real or perceived?


Does the package have the ability to stand the test of time? Does it allow for line extensions and innovations? Staying relevant and fresh is key to retaining hard-earned consumers.

The best package designers understand these principles and apply them with creativity to align product, brand, category and shelf strategies. Ultimately, this alignment will drive sales for your business and satisfaction among your customers and consumers.