3 packaging design techniques to disrupt the shelf in retail
Every retail market feels saturated, so everyone has to work harder, and your product only has a few seconds to grab attention. That’s why effective packaging design must disrupt the shelf and make customers stop in their tracks. With the right retail packaging design techniques, you can increase shelf impact, drive sales, and build stronger brand recognition.
bold colour blocking to create shelf impact
When customers scan the aisle, their eyes are naturally drawn to colour before text or shape. That’s why colour blocking is one of the most effective packaging design techniques to get noticed. It’s especially evident in cosmetic packaging design, a category that is saturated with so many beautiful designs!
Why it works
Bright, contrasting colours instantly separate your product from competitors.
Consistent use of bold colours builds brand recognition across multiple SKUs.
Colours can be strategically chosen to connect with target audiences and evoke emotion.
Pro tip: Think of iconic brands that own a colour in their category. By creating a bold, recognisable colour palette, your brand can achieve the same strong shelf presence.
What happens if your nice is full of colour blocking? Go full white. Disrupt the shelf by standing out rather than blending in and doing what everyone else is.
Colour blocking example: Byoma Skincare
unique packaging shapes and structures
Retail aisles are full of similar-looking boxes, bottles, and pouches. A unique packaging shape can immediately disrupt the shelf and spark curiosity. Take Sundae Body, do you expect a shower foam to be in the shape of whipped cream bottle? Immediately grabs your attention as it’s differing from the ordinary.
Sundae Body Product Packaging Design
why it works
Shapes break visual monotony and encourage customers to pick up your product.
Structural design communicates premium value and innovation.
Practical yet distinctive shapes can improve usability and create memorable experiences.
Pro Tip: Interesting bottle shapes and packaging can bring the wow factor, but it can also bring unsatisfied customers if the packaging isn’t fit for purpose or is difficult to use. User testing is so important - and overall customer satisfaction wins over aesthetics every day!
tactile finishes and sensory packaging
Retail success is about what customers see AND feel. Is anyone able to walk through a clothing shop without touching the items as they walk through? Adding tactile finishes and textures makes packaging more engaging and memorable (and perceived higher quality too!).
why it works
Finishes like embossing, soft-touch varnish, or metallic foils create a premium feel.
Textures encourage customers to physically interact with the product.
Sensory packaging enhances brand storytelling and builds a stronger emotional connection.
Pro tip: Pairing a tactile finish with bold colours or innovative structures amplifies your shelf impact even further.
Holographic foil example - starface
standing out with cosmetic packaging design
Retail is crowded, packaging design techniques like bold colour blocking, unique shapes, and tactile finishes are proven ways to disrupt the shelf. By combining these strategies, brands can not only catch attention but also leave a lasting impression on customers.
At KOB Design UK, we specialise in creating retail packaging designs that elevate brands and drive sales. Whether you’re launching a new product or refreshing your brand, the right packaging can make all the difference.
need some help with your cosmetic packaging design?
Your packaging is your brand’s first impression and the gateway to the customer experience. When designed strategically, it creates desire, builds trust, and inspires loyalty. At KOB, we craft cosmetic product packaging design that captures attention, sparks emotion, and earns its place both on the shelf and in your customer’s hands.
Want to create packaging that stands out? Explore our packaging design services.
Found this blog helpful? Explore more insights on how smart packaging design can elevate your brand. Don’t miss our related blog on the importance of the unboxing experience, expand your branding knowledge and stay ahead of the competition.
Found this blog engaging? Dive into more insights on the benefits of investing in your branding! Check out our related blog on five unique cosmetic packaging designs of 2025 Expand your branding knowledge and stay ahead of the competition.
Some questions we thought you might want to know:
Q1: How can smaller brands use these packaging design techniques without overspending?
Smaller brands can start with cost-effective strategies like bold colour blocking and clever use of labels rather than custom structures. Printing finishes like spot UV or matte varnish can also be applied selectively to reduce costs while still creating a premium feel.
Q2: What role does sustainability play in disrupting the retail shelf today?
Sustainability is increasingly a disruptor in itself. Shoppers notice eco-friendly packaging, like recyclable cartons, compostable films, or minimalist designs that use less material. Combining sustainable materials with strong design creates both visual and ethical appeal.
Q3: How do packaging design techniques differ between physical retail shelves and online retail?
On physical shelves, the goal is immediate visual and tactile impact, whereas online retail relies more on how the packaging looks in product photography and unboxing videos. For e-commerce, details like textures may not show up as strongly, so shape, colour, and branding clarity are even more crucial.