Shelf Impact
Pack hierarchy
Order front-of-pack information so shoppers find brand, product and variant in that order.
Why it matters
Brand and product help shoppers find it, variant helps them pick the right one, the claim persuades, and quantity confirms. Strong challenger brands sometimes lead with the product.
How to apply it
- Rank every element before designing
- Give each rank a clear size step
- Push secondary claims to the back
Common mistakes
- Giving every claim the same weight
- Hiding the variant name
Quick answers
What is Pack hierarchy?
Order front-of-pack information so shoppers find brand, product and variant in that order. Brand and product help shoppers find it, variant helps them pick the right one, the claim persuades, and quantity confirms. Strong challenger brands sometimes lead with the product.
How do I apply Pack hierarchy in packaging design?
Rank every element before designing. Give each rank a clear size step. Push secondary claims to the back.
What are common mistakes with Pack hierarchy?
Giving every claim the same weight. Hiding the variant name.