Understanding the Market on the Shelf

Learning in Practice | Week 11

This week, I focused on observing the market more closely not from a design screen, but from a consumer’s point of view in a real retail environment.

I visited stores like D-Mart and local shops to study how products are placed on shelves and how different brands compete visually. Seeing multiple toothpaste brands together made me realise how dense and competitive this category is.

Observing the shelf, I noticed how different brands approach communication in their own way. Brands like Colgate and Sensodyne tend to use clean layouts and clear, benefit-driven messaging, while brands like Closeup use brighter colours and more expressive visuals to stand out. Ayurvedic-focused brands such as Dabur Red and Patanjali highlight natural ingredients through earthy tones and strong visual cues.

Another important observation was how consumers actually choose products. Most decisions happen quickly people scan the shelf, recognise familiar colours or brands, look for flavours or benefits, and pick within seconds. Elements like colour, flavour indicators, and highlighted claims play a major role in guiding these quick decisions.

This also made me realise how important instant communication is. The pack needs to clearly show what it offers within seconds. If the message is not clear or the design doesn’t stand out enough, it risks being overlooked among multiple options.

It also became clear that even small differences in hierarchy, contrast, or emphasis can influence visibility and selection. Some designs naturally stand out more than others, even when placed in the same environment.

This experience shifted my perspective from designing in isolation to understanding how products perform in a competitive environment. It’s not just about how a design looks individually it’s about how it behaves on a shelf surrounded by many others.

This Week’s Key Takeaway

Understanding the market and observing real consumer behaviour helps create packaging that communicates quickly and stands out in a competitive retail space.