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    • 2018-07-05 PCA Helps “Do Lunch” To Benefit Meals on Wheels
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    • 2020-10-7 PCA Mill Supports Food Needs at Local Community Center
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    • 2021-2-8 PCA’s Benjamin Frank Earns TAPPI’s Gunner Nicholson Gold Medal Award
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    • 2020-5-8 PCA Morganton Supports Local Food Drives
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    • 2019-04-05 PCA Employee Provides Assistance to Guatemalan Town
    • 2019-05-15 PCA Plant Hosts Local First Grade Class
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    • 2019-09-19 PCA Ashland Celebrates Its 40th Anniversary
    • 2019-10-25 PCA Employees Participate in Haitian Orphanage Projects
    • 2019-12-12 PCA Participates in Recruiting Event at Community College
    • 2022-01-03 PCA Named One of the Worlds Best Employers by Forbes Magazine
    • 2020-4-13 PCA Employee Helps Neighborhoods Hit by Tornado
  • Contact Us
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    • Retail Packaging and Displays
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    • Garland Full-Line Plant
    • Franklin Sheet Plant
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    • El Paso Sheet Plant
    • Edmore Sheet Plant
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    • Conrad Sheet Plant
    • Chicago Full-Line Plant
    • Atlanta Full-Line Plant
    • Ashland Full-Line Plant
    • Arlington Full-Line Plant
    • Akron Sheet Plant
    • Gas City Full-Line Plant
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    • High Point Sheet Plant
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    • Olive Branch Sheet Plant
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    • Opelika Sheet Plant
    • Pearl Full-Line Plant
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    • Valdosta Containerboard Mill
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    • Liverpool Packaging and Supply Center
    • Elizabethtown Packaging and Supply Center
    • Orlando Packaging and Supply Center
    • Jacksonville Packaging and Supply Center
    • Vista Packaging and Supply Center
    • Mundelein Technical and Development Center
    • Westfield Packaging and Supply Center
    • Winchester Packaging and Supply Center
    • Miami Packaging and Supply Center
    • Middletown Full-Line Plant
    • Honea Path Full-Line Plant
    • Golden Valley Full-Line Plant
    • Burlington Full-Line Plant
    • Lake Forest Corporate Headquarters
    • Chicago Specialty Plant
    • Winter Haven Training and Resource Center
    • South Gate Creative Design Center
    • Fairfield Creative Design Center
    • Hong Kong Creative Design Center
    • Honea Path Rebuild Center
    • Chicago Sheet Plant
    • Huntsville Sheet Plant
    • City of Industry Sheet Plant
    • Reading Full-Line Plant
    • Cheswick Sheet Plant
    • Hackettstown Creative Design Center
    • Burley Full-Line Plant
    • Nampa Full-Line Plant
    • Salem Full-Line Plant
    • Salt Lake City North Full-Line Plant
    • Wallula Full-Line Plant
    • Denver Full-Line Plant
    • Atlanta Specialty Plant
    • Seattle Specialty Plant
    • DeRidder Containerboard Mill
    • Wallula Containerboard Mill
    • Trenton Hexacomb® Plant
    • Arlington Hexacomb® Plant
    • Auburn Hexacomb® Plant
    • Farmville Hexacomb® Plant
    • Kalamazoo Hexacomb® Plant
    • North Haven Hexacomb® Plant
    • Santa Fe Springs Hexacomb® Plant
    • Waco Sheet Feeder
    • Buffalo Grove Hexacomb Design Center
    • Boise Administrative Offices
    • Mooresville Creative Design Center
    • San Bernardino Sheet Plant
    • Miami Full-Line Plant
    • New Oxford Full-Line Plant
    • Valley Forge Sheet Plant
    • Gallatin Sheet Plant
    • Tampa Sheet Plant
    • Fair Lawn Creative Design Center
    • New Oxford Specialty Full-Line Plant
    • Providence Creative Design Center
    • Atlanta Fulfillment Center
    • Hanover Fulfillment Center
    • Columbus Full-Line Plant
    • Ashland Fulfillment Center
    • McClellan Full-Line Plant
    • Kingsburg Full-Line Plant
    • Waco Sheet Plant
    • Carrollton Sheet Plant
    • Hershey Creative Design Center
    • Marshfield Full-Line Plant
    • Richland Full-Line Plant
    • Harrisonburg Fulfillment Center
    • Jackson Containerboard Mill
    • Grand Rapids Full-Line Plant
  • Sustainability
    • Managed Forestry
    • Continuous Recycling
    • Renewable Resources
    • Responsible Business Practices
    • PCA Responsibility Report
  • Beyond the Box
    • Life Cycle of a Corrugated Box
    • The Myth of 100% Recycled Content
    • Profiles With a Purpose
    • What Goes in a Box?
    • What Impacts Box Performance?
    • Getting the Good Message Out
    • More Than Ink on Paper
    • Do You Speak Corrugated?
    • How Containerboard Is Made
    • How Corrugated Boxes Are Made
  • Industry Insights
    • Auto Parts
    • Snack Food Trends 2021
    • E-Commerce Pkg
    • New to E-Commerce
    • Sustainable Produce Packaging
    • Humidity and Temperature
    • New Shopping Behaviors Impact 2022 Retail Trends
    • 7 Retail Display Styles Companies Rely On
    • Retail Displays and Connected Experiences Meet Consumer Expectations
    • Corrugated Packaging’s Environmental Sustainability
    • Manufacturing Trends 2022: Technology and Managing Uncertainty
    • Auto Parts Testimonial
    • Lower Shipping Costs
    • Floral Packaging
    • Put PCA's Expertise to Work
    • Snaxpo 2019 Takeaways
    • Bakery Packaging
    • GFSI
    • Recycling
    • Heavyweight Packaging
    • TFB Success Story
    • Find the Right Packaging Vendor
    • Package Design Testing
  • Our Company
    • The PCA Advantage
    • Senior Management Team
      • Mark W. Kowlzan
      • Thomas A. Hassfurther
      • Robert P. Mundy
      • Pamela A. Barnes
      • Charles J. Carter
      • Jeff S. Kaser
      • Darla J. Olivier
      • Kent A. Pflederer
      • Bruce A. Ridley
      • Robert A. Schneider
      • D. Ray Shirley
    • Community Outreach
    • History
      • History (1990-1999)
      • History (1867-1970)
  • Investor Relations
    • Senior Management Team
      • Mark W. Kowlzan
      • Thomas A. Hassfurther
      • Robert P. Mundy
      • Pamela A. Barnes
      • Charles J. Carter
      • Jeff S. Kaser
      • Darla J. Olivier
      • Kent A. Pflederer
      • Bruce A. Ridley
      • Robert A. Schneider
      • D. Ray Shirley
    • Board of Directors
    • Corporate Governance
    • Shareholder Information
    • Stock Information
    • Financial Reports
    • SEC Filings
    • Presentations
    • Calendar of Events
    • News Releases
  • News
    • 2018-3-29 PCA Celebrates Groundbreaking for its New Box Plant
    • 2018-04-20 PCA Supports ICPF Dinner and Teleconference
    • 2018-05-09 PCA Holds Blood Drive at Corporate Offices
    • 2018-06-25 PCA Raises Funds for Children's Hospital After Theft
    • 2018-06-08 PCA Participates in FAME Program
    • 2018-07-05 PCA Helps “Do Lunch” To Benefit Meals on Wheels
    • 2018-07-27 PCA Publishes Its 2017 Responsibility Report
    • 2018-09-10 PCA Corporate Employees Visit Local Grade Schools
    • 2018-10-09 PCA Richmond Supports Area Schools
    • 2018-3-23 PCA DeRidder Mill Announces Scholarships
    • 2018-1-19 PCA Huntsville Gives Back to Its Community
    • 2018-10-29 Mark Kowlzan Named Global Containerboard CEO of the Year
    • 2018-11-13 PCA Employee Coaches Special Olympics Sailors
    • 2020-6-11 PCA Atlanta Partners With Hosea Helps
    • 2020-7-31 PCA Morganton Donates Materials to Local Robotics Program
    • 2020-10-7 PCA Mill Supports Food Needs at Local Community Center
    • 2020-12-1 PCA Tomahawk Named an Educator of the Year by TEAPIE
    • 2021-2-8 PCA’s Benjamin Frank Earns TAPPI’s Gunner Nicholson Gold Medal Award
    • 2021-4-20 COVID-19 Vaccine Distribution: Building a Box to Help Save Lives
    • 2021-8-17 PCA Releases 2020 Corporate Responsibility Report
    • 2021-10-6 PCA Richland Supports Local Fund and Food Drive
    • 2021-12-21 International Falls Mill Provides Year-Long Community Support
    • 2020-5-8 PCA Morganton Supports Local Food Drives
    • 2020-1-20 PCA Named One of America’s Most Responsible Companies by Newsweek
    • 2018-12-21 PCA Vincennes Helps Families in Need Over Thanksgiving
    • 2019-01-29 PCA Supports the Arts
    • 2019-03-14 Six PCA Plants Raise Funds to Benefit Toys for Tots
    • 2019-04-05 PCA Employee Provides Assistance to Guatemalan Town
    • 2019-05-15 PCA Plant Hosts Local First Grade Class
    • 2019-07-09 PCA Continues Partnership with the Red Cross
    • 2019-09-19 PCA Ashland Celebrates Its 40th Anniversary
    • 2019-10-25 PCA Employees Participate in Haitian Orphanage Projects
    • 2019-12-12 PCA Participates in Recruiting Event at Community College
    • 2022-01-03 PCA Named One of the Worlds Best Employers by Forbes Magazine
    • 2020-4-13 PCA Employee Helps Neighborhoods Hit by Tornado
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Key Visual Merchandising Principles for Effective Packaging

4/5/2019

PCA integrates key visual merchandising principles into our design processes for packaging and displays to help our customers attract, engage and convert shoppers. It seems relatively simple in theory — make things look good, and shoppers will notice. In truth, there’s a lot of research, testing, even neuroscience that goes into making in-store marketing efforts appeal to shoppers.

Marketing Brainology LogoTo pull back the curtain on some of that work — eye tracking, sentiment analysis, customer interviews — and give brands the tools they need to make their best packaging and displays, we teamed up with Dr. Michelle Adams, founder and president of Marketing Brainology. We shared the latest neuromarketing research and merchandising principles with attendees at Snaxpo, one of the largest snack food conferences in the U.S.

For those who weren’t able to attend the event, here are five key principles to keep in mind when designing in-store packaging, displays and signage.

Want more packaging design tips?   E-mail us

5 Key Visual Merchandising Principles to Take Away

When considering merchandising principles and practices, it’s helpful to think of the actions you want people to take. In the case of a retail visual merchandiser, here are some desired outcomes:

  • Getting shoppers to notice your packaging or display
  • Increasing shopper dwell time on what you’re displaying
  • Getting shoppers to buy what you’re displaying

Our five merchandising principles work toward these goals. They’re designed to help you attract shoppers and then engage them enough to convert those shoppers to customers.

1.  People and characters draw in buyers.

Shoppers need to connect to something relevant. Images that showcase how a product can be used and that feature people who look like them engage and activate consumers’ brains. If the product is for children or families, feature kids on your display. If you know your target buyer, make sure they’re represented on the packaging. Ultimately, you want to make it easier for people to see themselves using your product.

Want to see more snack packaging trends?   Click here

2.  Simplicity helps get your message across.

If you want to understand how to be a successful visual merchandiser, you have to understand how to make the most of the few seconds you’ll get of retail shoppers’ time. Simplifying displays, messaging and planograms can quickly make it clear what you’re selling and why someone needs it. Keeping things orderly, neat and clean while highlighting the product’s best features is an effective merchandising principle for attracting and educating new shoppers.

You also want to create room for their eyes to settle. Supermarkets and shopping centers can be visually chaotic. “Breathing room” around text, imagery and your display will make your product and message stand out.

3.  Colors and products on retail visual displays need to stand out.

Using the right colors will attract the eyes of shoppers and deliver emotional connectivity. Certain colors and combinations trigger specific emotions, putting shoppers in the mood to buy. Think about how your product makes people feel, what it tastes like and any other attribute you can represent with color.

Avoid going overboard, however. Too many colors can make your display or packaging overwhelming. And you want to make sure the visuals don’t distract from the main goal — boosting the visibility of the product.

4.  Nostalgia helps sell visual display merchandising.

In the same way color can trigger emotions, familiar contexts can trigger emotions. By using elements that shoppers may recognize, you can gain their attention and engage their curiosity. That recall can be powerful, delivering a sense of surprise and delight that may get associated with your product.

5.  Clear communication is the key to action.

All of this attention and attraction means nothing if you don’t get people to buy. Retail merchandising principles should be geared toward one thing: conversion. The four elements above must work together to support the call to action on your display.

The more direct and personal you can make your appeal to shoppers, the more likely you are to be successful. Tell them what they’re getting and how they can use it. Keep your images on the left and text on the right so they can quickly skim the display for information. And if there’s a special reason to buy your product, mention it. Sustainability, for example, can add to the sense of urgency, encouraging a shopper to purchase.

The Benefits of Visual Merchandising Principles

The goal of these visual merchandising principles is to help your product sell itself. It’s a way to effectively appeal to consumers by tapping into the subconscious cues they don’t know they’re following. The right visual merchandising improves the chance of making a sale and hopefully of creating a repeat customer.

Want to learn more about the importance of visual merchandising? E-mail us at snaxpo@packagingcorp.com or read our article about the latest trends in snack packaging.

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