Why Shelf Impact Still Wins
Even in a digital-first world, the physical shelf remains the most important battleground for FMCG brands.
Studies show that up to 70% of purchase decisions happen in-store1, often in just a few seconds. In that fleeting moment, colour, shape, imagery and hierarchy determine whether a product is noticed or simply overlooked. Shelf impact is more than just visual appeal – it’s a tool to communicate value, trust and quality in a crowded environment.
So, when is the right time to update your packaging design, and how often?
Balancing familiarity with freshness is essential. Over-refreshing packaging can erode brand recognition, while under-refreshing risks blending into the background. Research highlights that consistent visual cues, paired with strategic innovation, are key to maintaining mental availability – the likelihood a brand comes to mind in a buying moment2.
This thinking informed the Valcom Thai Curry & Stir-Fry packaging, where the challenge was to maintain existing pack recognition while lifting overall brand awareness. The outcome was a cohesive design system that strengthened Valcom’s presence across categories and enabled confident expansion into new product areas.
For food brands, there is an added dimension: products must inspire appetite. Too often this is overlooked in favour of functional description, when visual cues should help consumers imagine cooking and enjoying the food at home, creating an emotional connection that goes beyond the shelf – all in a matter of seconds.
Shelf impact matters because the advertising landscape has fragmented dramatically, dispersing attention across countless platforms and reducing the effectiveness of traditional reach-driven media1 2.
Consumers are now exposed to countless touchpoints – from social media and streaming to digital ads and in-store promotions – yet the shelf remains the one space where all brands, big and small, compete on equal footing. While supermarkets control placement and allocation, the visual and emotional power of a well-designed pack allows smaller brands with modest advertising budgets to punch above their weight.
Shelf impact is no longer just about being seen, it’s about creating desire, building trust and giving shoppers a reason to choose your product over competitors. In today’s market, a product that captures attention and communicates quality on the shelf can succeed where traditional advertising alone might fail.
References
1 Nielsen (2023) The Nielsen Global Shopper Trends Report 2023. [Online] Available at: [https://www.nielsen.com]
2 Sharp, B. (2010) How Brands Grow: What Marketers Don’t Know. Oxford: Oxford University Press.