Colour and shape are the first things people notice when scanning the brands on a shelf.
Principle number one: Make sure that your package colour or shape clearly stands out on the shelf at a distance of 5 meters.
Principle number two: At 3 meters, make sure your brand is clear and easy to identify on the shelf.
Finally, principle number three: At 1,5 meters, make sure your brand varieties are clearly identifiable and ensure your product visuals are working as hard as they can.
Applying these three principles when developing your packaging and package design will dramatically improve the effectiveness of your packaging.