Even though digital channels are effective, a good package design remains the key to success, a recent report from Nielsen has revealed. The research firm has analysed 9,900 product launches across Europe and found that package design was a major factor behind the most successful products.

Back-to-basics marketing, such as how essential it is to stand out at the shelf, has become slightly lost due to marketers’ increasing focus on where to advertise in a media-saturated world,” said Ben Schubert, SVP at Nielsen Innovation Practice. “Nearly 60 percent of product decisions are made at the shelf, and 56 percent of European consumers say in-store discovery is one of their top information sources for new products, compared to 45 percent for TV ads."