Download this free, 130-page Package Development Playbook jam-packed with strategies for success, best practices, and pitfalls to avoid.
Learn more »»
Article |

Package design 'primes' users on paint primers

New label design and matching in-store merchandising cards make it simpler for customers to select the appropriate Sherwin-Williams paint primer. The well-known Cleveland-based paint manufacturer and distributor worked with brand identity and package design firm Interbrand Gerstman+Meyers (New York, NY) to create a distinctive color-coded design.
FILED IN:  Package design  > Structural

Introduced in March '97 and sold in 2 S-W stores nationwide the PrepRite line includes 10 primers sold in 1-gal metal cans and 5-gal metal and plastic pails. Paper container labels are printed and applied by Sherwin-Williams though a material supplier wasn't revealed. In the past the company sold primers as sub-brands of paint brands using different packaging. The PrepRite design creates an "umbrella" primer brand that uses a family-like graphics pattern with color coding and easy-to-read bold type that communicates product attributes. "We've experienced a dramatic increase in our primer sales over the last year more than we expected" says Terry Makowski S-W communications manager. "Our stores sell to both wholesalers such as paint contractors and architects as well as do-it-yourself consumers. Our wholesaler customers have told us that this change is an eye-opener and helps them to select the appropriate primer to deliver the finish they expect. And our store employees have found they are spending less time explaining primer selection to D-I-Y customers because the labels and merchandiser speak for themselves."

Related Sponsored Content

E-Book Special Report
Total Cost of Ownership
Sign up to receive timely updates from our editors and download this E-Book Special Report to learn how to calculate the true Total Cost of Ownership (TCO) of your packaging machinery.


Don't miss intelligence crucial to your job and business!
Click on any newsletter to view a sample. Enter your email address below to sign up!
Each newsletter ranges in frequency from once per month to a few times per month at most.