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Article | January 25, 2010
Store-brand package redesigns provide cue for national brands
Some consumers are beginning to spend again. Now may be the time to rethink design to give your product strong meaning. Some private-label brands already have begun.
A lot of attention has been paid in recent months to sales gains that private-label products have made on the shelf. Package design has a fast-increasing role in this growth, and it can drive a competitive advantage with consumers who are looking to make every penny count in their budget.
New package designs can help products take the offensive, and a number of store brands are doing it to elevate their products into brands that have true meaning for consumers, according to an article on bizcommunity.com. Target’s Up & Up package redesign and a new branding and package-design campaign for Safeway’s Eating Right products reflect this trend.
National and regional brands can take a cue from this thinking. Consumers don’t want just the lowest price, they want products that make them feel good about themselves and that project their sense of style. They want products that transform their lives and help them save precious time.
There’s also fresh evidence that some consumers are beginning to spend again. Time magazine reports that those with the wherewithal to spend, but who have been resisting the urge to splurge for appearance’s sake in a recession, are suffering “frugal fatigue,” and they want consumer product companies to wow them again on the shelf.
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