The first and most obvious response to categories with “too many choices” is to design to break through the clutter.
The connection between visibility and purchase levels is stronger for smaller brands with limited shelving. These brands need to create a contrast at the shelf, often by owning a disruptive colour or shape.
For larger brands, this involves creating a signpost. Regardless of brand size, the bottom line is that you can´t design to the lowest common denominator in order to simply fit in with the category. Instead, brands need to think of contrast and disruption, and then they must find ways to provide the shopper with information that creates brand reassurance.