Secondary Packaging and Retail Display Design: Making the Product Stand Out Off-Shelf

Secondary packaging — the corrugated shipper, counter display, and floor stand — is what puts a product in front of shoppers outside the shelf. Good retail display design turns the shipper into a branded billboard, catching the eye and driving impulse purchases in the aisle.

The Scenario: Three challenges in display design

Display design faces three challenges:

Pain Points

• The shipper and display often get treated as an afterthought, wasting visibility;
• A display must grab attention in a crowded aisle in a split second;
• It must stay sturdy through shipping, stocking, and shopper handling.

The Solution: Three display solutions

Display design offers three solutions:

1. Branded shipper graphics Turn the shipper into a branded billboard instead of a plain box.

2. Aisle-catching presence Design the display to grab attention instantly off-shelf.

3. Sturdy construction Build displays that survive shipping, stocking, and handling.

The Result: Visible and sturdy off-shelf

With these choices, the product stands out in the aisle and the display holds up. Secondary packaging is free advertising you were shipping anyway.