When you develop a new packaging concept, the biggest mistake is to miss the shelf context. Many companies do pack screening research, and it normally includes competition.
But, it rarely takes place in a shelf context. Thus, it is not surprising that on-shelf concerns tied to visibility and shopability are often missed or understated. The absence of shelf context makes it difficult to gauge whether proposed changes are significant enough to make a difference from four feet away, which is often critical to get the shoppers attention and drive sales.