Getting your food product into Costco is a great opportunity. Color in food packaging design plays a huge factor in getting noticed and generating an emotional connection—but the stark, warehouse environment is not the most flattering for lighting or ambiance.
First impressions are everything in food packaging. Your product only has a 2–3 second window at best for the consumer to decide to pick it up or pass it by. In Costco, it can be even harder with the dimly lit aisles and rudimentary environment. However, there are certain tactics that you can use to your advantage.
With that said, let’s take a look at my top 3 strategies for making your food package stand out in Costco.
Strategy #1: Use bold design and color.
Bright, bold colors and design stand out really well in Costco food packaging design, no matter where the product placement – dim aisle, center display, behind glass, or in a display bin. A strong block of color on a display pallet works great to capture attention.
With careful strategy and consideration, black, white, or neutrals can also stand out in a sea of bold color or chaotic environment. However, proceed with caution because if not done right, you can easily end up blending in.
Strategy #2: Use appetizing colors, or unusual colors.
Reds, oranges, and warm hues connect with the brain on a subconscious level to evoke the appetite. It’s no surprise that these colors work well in Costco food packaging design.
In Costco, unusual colors can also stand out by being different and unexpected, but make sure it’s a decision that’s grounded in strategy. If not done right, your product could end up being unappetizing and a turnoff. This can especially work well for snacks, where fun and whimsy can work well.
People often go to Costco to discover new foods, and unexpected color can also play into this sense of discovery, to add a sense of adventure.
Strategy #3: Be able to tell what it is from far away.
Bold lettering stands out very well, and in Costco it’s no exception. Because of the warehouse nature of the store—where everything is bigger—you should be able to tell what a product is from several feet away. Big images make it enticing from far away too.
As with any food packaging, be sure to have key selling points prominently on the packaging or the display as well.
Incorporate the display into the design—it’s just as important as the packaging itself. Use your display as a billboard to convey important information and not necessarily to repeat the same information that’s on the packaging.
Think of yourself as the consumer
Ultimately, put yourself in your consumer’s shoes—what will excite YOU and get your attention when shopping in Costco? Make it a great design that will captivate, entice, and excite. And if you haven’t done a brand strategy yet, make sure you do that first so you have a strong foundation to work from.
Want to get your product into Costco? Work with us.
