Bad packaging goes to the back - from the retailer's perspective

You might be thinking: "What matters is what the consumer thinks."
But what about the people who will take your product to the shelf?

Retailers are gatekeepers.
If they don't think your packaging can sell - you're out. Or even worse: in the back of the store where no one notices you.

🛒 Retailers think like consumers - only sharper

A store manager looks at packaging every day.
They know exactly which colors, formats and designs move - and which ones collect dust. If your product doesn't play visually, it's a gamble for them. And retailers don't gamble. They go with what seems to work.

You don't just have to convince the customer. You also have to convince the people who decide if you're even allowed to stand in front of the customer.

🚫 Bad packaging isn't necessarily ugly - just unclear

Many people think bad packaging = bad taste.
But in reality, it's often about:
- No clear target audience
- Messages without hierarchy
- Design not matching the price level
- Too much, too little, or just... confusing

✅ Make it easy to say yes

When we design at Packli, we don't just think about the end customer - we think about the whole chain:
→ The buyer who takes a second look.
→ The buyer who has to explain why it should be included.
→ The retailer who assesses whether it sells off the shelf.

Your design needs to sell all the way.

🛍️ Dealers have one goal: sales

If your packaging doesn't look like something that moves - you won't fit.
It's as simple as that.

🔗 Link slug to the page:

/dealer-perspective-packaging

✏️ Summary:

Retailers evaluate packaging based on one parameter: Does it sell? Bad packaging isn't about ugly design, it's about unclear messaging and lack of focus. If the packaging doesn't work at first glance, it won't make it to the shelf. Packli designs with both customer and retailer in mind.