Designing packaging and a product label for the U.S. market

Designing effective packaging for the U.S. market is a combination of various factors, but at its core lies the understanding of American consumer purchasing patterns. It’s important to note that there is no single “American consumer,” as each target audience responds to different purchasing motivations. Therefore, to succeed, you must first choose the target audience you want to address.

The shelf photo displayed on this page was taken at a store belonging to one of the largest grocery chains in the U.S., in the dietary supplements section.

What are the chances that a random product on this shelf will be chosen by a consumer? Is there any packaging that stands out from the rest? That catches your attention? That gives a reason for the consumer to pick it? Probably not. The packaging all looks the same; there is no clear differentiation, and the shelf is overcrowded to the extreme. Additionally, there is no staff available to assist with the selection: in a way, the product must sell itself.

It is necessary to design packaging that convinces consumers to purchase the product. This process requires studying the U.S. market and its segments, along with specific technical knowledge on how to design packaging that captures the attention of American consumers and motivates them to buy.