The Science of Shelf Appeal: How To Create Packaging That Captures Attention

When a consumer faces a grocery or c-store shelf, they perform a complex calculation in a few blinks of an eye. Which product should they choose among dozens of options? Which food will offer the most flavor? The healthiest choice? The easiest to reheat for leftovers later? The most ethical for the environment?

This multifaceted buying process melds rational consumer reasoning with instinctual visual attraction, and products must be carefully targeted to consumer psychology to get noticed, pitch an attractive value proposition at a glance, and ultimately secure a purchase.

In this article, we take a deeper look at the science of shelf appeal, explore the key factors that influence buying decisions, and examine practical strategies for food packaging that capture consumer attention.

The Psychology of Shelf Appeal

Shelf appeal, the visual impression a product makes at the moment of choice, plays a central role in capturing attention, influencing an in-store buying decision, and making the purchase decision itself. Research from Ipsos suggests that 72% of Americans agreed that the design of a product’s packaging influenced their purchase decisions, while 67% agreed that the materials used to package a product have a similar influence.

Shelf appeal can:

1. Determine whether a consumer notices your product, especially in categories where they may not be actively looking.
2. Help your product stand out in a crowded category, nudging the shopper who is searching for a broad category of products to consider a specific brand.
3. Challenge competitor brand loyalty by communicating differentiated aesthetics and value.

Stores feature more variety than ever before, and the imperative to stand out visually will only become more critical. We created this infographic to provide a deeper look at the state of today’s grocery store shelves, in-depth statistics on consumer purchasing behavior, and granular insights on customer preferences:

What Factors Influence Consumer Behavior in a Competitive Retail Landscape?

Effective shelf appeal will always benefit from striking aesthetics, but standing out on the shelf is about more than good looks. Strong shelf appeal is the result of product and packaging elements that work together to communicate freshness, quality, convenience, and value.

Appearance: Where Visual Aesthetics Meet Product Quality

• Color: Color sets expectations and evokes emotion. Color psychology suggests that cool tones often suggest freshness or health, while warmer tones can signal indulgence or comfort. In other cases, the right color will depend on complementing a branded color palette or finding a distinguishing look from competitors.
• Clarity: Clear packaging creates a sense of transparency both literally (showcasing the appearance of the product inside) and figuratively (emphasizing that the product is accessible to inspect and confident in its quality). Transparent packaging allows consumers to see what they’re buying and showcases freshness, ingredient quality, and portion size, all especially critical factors for ready-to-eat foods. 

Function: Built to Enhance Quality and Customer Experience

• Practical features: Consumers expect packaging that makes their lives easier. Microwaveable materials, tamper-evident seals, resealable lids, and single-handed opening mechanisms all contribute to ease of use and can set products apart at the point of decision.
• Freshness and quality cues: Beyond utility, functional packaging elements also help reinforce product integrity. Crisp film seals, moisture barriers, fog-resistant lids, and securely snapped closures all communicate that the product inside is protected and fresh. These subtle cues build trust at a glance and help products stand out, especially in perimeter categories where freshness drives buying decisions.

Sustainability: Eco-Friendly Packaging Solutions

• Recyclability: Choosing materials that are either widely recyclable (like PET) or sourced from post-consumer material (like recycled PET, or rPET) can support sustainability goals while meeting consumer expectations. Recycled materials offer a practical way to reduce environmental impact while maintaining the performance characteristics needed for fresh, functional food packaging: the percentage of recycled content can be altered to fit both aesthetic needs and sustainability goals.
• Consumer education: More shoppers are actively looking for sustainable packaging, but that doesn’t mean they always know how to identify it. Design choices like rPET and single-material construction make recycling easier, but they only influence consumer behavior when the messaging is clear: Shoppers can’t intuit recyclability from appearance alone. Educational cues like PCR content disclosures, visual icons, or visually apparent recycled materials can guide purchasing decisions and reinforce credibility without disrupting the brand experience. Clear on-pack communication and familiar labeling systems help consumers understand how to both properly dispose of packaging and recognize its environmental benefit.
• Reusability: Reusable packaging options, including containers designed for multiple uses or secondary applications, provide an added layer of sustainability. These designs also help reinforce product quality by signaling durability and intentionality, qualities that matter to shoppers seeking both practicality and environmental responsibility.

Why Eye-Catching Packaging is Key to Enhance Shelf Appeal: Strategies for Standing Out on Today’s Shelves

How can the factors outlined above be translated into packaging strategies that stand out in real retail environments? The tactics below show how visual identity, structural design, and sustainability cues can be purposefully applied to maximize shelf appeal.

Leverage Unique or Custom Packaging To Deliver a Distinct Visual Identity

Adopt Flexible Packaging Formats That Enhance Visual Presentation While Supporting Rapid Product Innovation.

Transparent containers, for example, allow consumers to view the product directly and can be used across a wide variety of food categories from salads to sandwiches. Flexible formats enable more SKUs without layering on operational complexity, adaptability that allows for the seasonal variety, rotating flavors, and mix-and-match combos that make shelves more dynamic.

Use Sustainable Materials as a Visible Brand Differentiator

Sustainability cues don’t just live in fine print labels. While recycled packaging can be made transparent, visibly recycled materials, like deliberately flecked or tinted rPET, can signal environmental responsibility at a glance. Some brands also incorporate sustainability-forward messaging directly into the structure or branding of the pack, reinforcing their commitment without disrupting the shopper experience.

Highlight Product Freshness and Quality With Intentional Visibility and Layout

We take a deeper look at packaging strategies in our article on popular types of food packaging.

Learn More About Flexible Packaging Solutions Built for Competitive Shelves

The most effective shelf appeal strategies need to capture attention while meeting shopper expectations, to drive measurable sales impact. From custom formats to flexible materials, packaging plays a direct role in helping food brands and retailers stay competitive.

Whether you are developing new food products or looking to optimize existing packaging, our team is here to help find the right match to stand out with consumers.