Latest
Visual Strategy
Designing the Pick
Design as Decision-Making: Elevating visual design on packaging labels
Overview
In retail environments, products don’t compete on quality first; they compete on attention.
This project explores how strategic visual design can influence customer perception and increase the likelihood of a product being picked off the shelf.
Project Setting
This was a self-initiated project brought to life through a series of illustrative redesign videos on Instagram.
By combining packaging strategy with visual storytelling, the series gained millions of views, set a trend on instagram, and built strong audience engagement across platforms.
This project, hence, also demonstrates the impact of design-led storytelling.
//01
Design doesn't
work in isolation
This redesign illustrates the importance of designing a component of a product keeping in mind the whole ecosystem, and how everything would fir together at the end.
Product
Dijon Mustard
Brand
Trader Joes
Strategy
Colour as Strategy
What was wrong with the existing design?
The existing label design had too many fonts in a small area. The logo wasn't legible at all over the patterned design, that further competed with the texture of the product inside the bottle. With a choice of colour that didn't go with the product either, the overall design seemed unfitting.
Redesign explained:
My version of the label thoughtfully incorporates both the colour and the texture of the product inside the bottle. Using complimentary colours, and making the label plain so that it doesn't clash with the textured product, overall design looks more balanced.
//02
Clear representation,
easy decision making
Clear and appropriate representation of the ingredients or the product leads to comprehension of the product. This leads to a better and faster decision making in the supermarket.
Product
Garlic Mustard
Brand
Trader Joes
Strategy
Visibility & Recognition
What was wrong with the existing design?
The original label lacked clear visual representation—the aioli garlic and mustard flower were indistinct, causing confusion for customers about the product's key ingredients.
Redesign explained:
I created clear, prominent illustrations highlighting the main ingredients, aioli garlic and mustard flower, and balanced the composition. This resulted in a much clearer, visually appealing design that immediately grabs attention on the shelf.
//03
Subtle changes,
lasting impact
Not every brand aims for a premium feel, but it’s fascinating how minor adjustments in typography and layout can rebalance the design and elevate a product’s entire presence.
Product
Pasta Sauce
Brand
Trader Joes
Strategy
Perception of Premiumness
What was wrong with the existing design?
The original label was bright and playful, but lacked elements that communicated a premium feel, potentially limiting perceived value.
Redesign explained:
I created striking visuals of main product ingredients, pumpkin and butternut. Balancing browns against pastel grey indicates nostalgia, hint of colours form old houses. The brown arch and text adds to the effect, overall building a warmer and a more serious look, elevating the presence on shelf.
