Typical product placement by zone on the retail shelf and its impact on packaging design

When setting up the store, the first step is to define the individual areas, i.e. to determine which product categories are positioned where in the shop. The shelves within the individual product categories then need to be parcelled out and stocked. We will focus on the latter aspect in this article. We shed light on the typical placement of goods on the retail shelf and explain how brands should adapt the packaging design of their articles so that they are shown to their best advantage in their respective zone.

Vertical vs. horizontal block formation

In principle, the placement of goods on the retail shelf per category can be either vertical or horizontal. However, store operators generally prefer vertical blocks. There are two main reasons for this:

1. customers grasp shelf sections from top to bottom better than from left to right.

2. a horizontal arrangement encourages customers to walk faster or even pass by, which implies fewer product contacts and therefore fewer purchases.

The four to five zones of the retail shelf

The height of a retail shelf is usually adapted to the height of an adult, which is 1.70 metres on average. The shelving is usually divided into the following vertical zones:

– Stretching zone
– Viewing zone
– Reach or grip zone
– Hip zone (optional)
– Bending zone

Certain article types from the respective product category are assigned to each zone. In the following paragraphs, we describe the individual zones, name the article types assigned to them and explain the specific effects on the packaging design.

Stretch or stretch zone

Usual shelf height: 180 to 210 cm
Shelf allocation left half: low-turnover products
Shelf allocation right half: high-quality, sensitive and expensive items
Zone value rank: 3

Effects on the packaging design

The customer tends to see the products from below or at eye level at most. It is therefore crucial to position key information and design elements sufficiently large and clearly on the front of the packaging. Under no circumstances should important details be placed exclusively on the lid of the packaging.

Visible zone

Usual shelf height: 160 to 180 cm
Shelf allocation left half: high-turnover products and impulse items
Shelf allocation right half: market leaders, advertised products and impulse items
Zone value rank: 2

Effects on the packaging design

As with items in the stretch area, it is also essential to prioritise the front of the packaging and to provide it with the central information and design elements for goods in the visual zone.

Reach or grip zone

Usual shelf height: 80 to 160 cm
Shelf allocation left half: high-turnover products and impulse items
Shelf allocation right half: market leaders, advertised products and impulse items
Zone value rank: 1

Effects on the packaging design

Due to the easy, direct access of the customer to the articles in this zone, brands enjoy almost unlimited design possibilities here. Storytelling is not only conceivable in this case, but also makes a lot of sense in order to stand out from the immediate competition.

Hip zone

Usual shelf height: 60 to 80 cm
Shelf layout left half: new products
Shelf allocation right half: Novelties
Zone value rank: 4

Effects on the packaging design

The customer perceives items in the hip zone looking downwards. Brands should therefore strongly incorporate the top or lid area of the packaging into the design. This is particularly important in terms of brand recognition and product differentiation. A clear, simple design with striking colours, shapes and typography achieves the desired effect, while imagery tends to have a subordinate function here.

Bending zone

Usual shelf height: 0 to 60 cm
Shelf allocation left half: Search items, products with a low turnover margin and heavy, large-volume goods
Shelf allocation right half: Search articles, products with a low turnover margin and heavy large-volume goods
Zone value rank: 5

Effects on the packaging design

The same applies to items in the stoop zone as for products on the shelf at waist height.

General recommendations for packaging on the typical retail shelf

In addition to the specific requirements depending on the zone placement, there are also some points that should always be taken into account when designing packaging for the typical retail shelf:

– Completely round packaging should be avoided. They harbour the risk of being twisted on the shelf. In case of doubt, oval packaging is more stable and therefore more suitable.

– Pouch packaging can buckle and/or form creases. As a result, core elements of the packaging design may not develop their intended effect, or only to a limited extent. It is therefore advisable to choose other packaging solutions where possible.

– Light reflections often lead to poor perceptibility of the packaging. It is therefore advisable to avoid glossy coatings and the like.

– For a kind of “billboard effect”, packaging with straight surfaces is preferable.

– Crates and other transport and presentation packaging may obscure important parts of the design. This should be taken into account when designing the packaging.

What compliance with the concepts means for customers, brands and retailers</strong Adhering to the described schemes is just as beneficial for customers as it is for brands and retailers. Customers can orientate themselves more easily thanks to a structured shelf layout, characteristic brand placement and clever design concepts so that they can find their desired products more quickly. This ensures that shopping is less stressful and tiring and also remains manageable in terms of time. Brands and retailers also benefit in several ways: they achieve higher sales and increased revenue while at the same time increasing customer satisfaction. The last point is particularly important, as for most people, grocery shopping is more of a chore than a pleasure.