PiNG! Connecting with Your Consumer - Flipbook - Page 68
PiNG!
PiNG!
CHAPTER 3
CHAPTER 3
Shelf Layer vs. Version Layer
Shelf Dominance
Comes at a Cost
Do you know your package’s best layer?
Package design strategies meant to work well at the shelf
layer may not work well at the SKU layer. Strength at both
layers is extremely difficult.
Work first to understand the layer at which your brand is
most successful. For some brands, overall equity (brand
layer) may be more important than version differentiation
(SKU layer). For other brands, visual equity and nomenclature at the SKU level take precedence over overall brand
unity. The category in which you compete may drive the
layer at which you must be strongest. Understanding your
brand’s personality will also provide insight into the layer
deserving greatest attention. The key question to ask is:
Does your brand work better at the overall equity layer or
does it sell individual SKUs better? When you’ve answered
this question, you can determine the best design for your
brand.
Do you understand the
layer where your brand
works best? Are you
leveraging that?
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