packaging design innovations that connect retail & digital UX
Lucidity Lights Inc.
Creative Director (Packaging), and Go-to-Market Strategist
In late Q3 of 2020, my role as Creative Director at Lucidity Lights expanded to include oversight of four additional lighting brands: Catalina, Alsy, Tensor, and Creswell.
Lighting fixtures from these brands were sold at Target, Walmart, Home Depot, Lowe’s, under private labels, including Better Homes & Gardens and Mainstays which were sold exclusively at Walmart locations nationwide.
In my new role, I oversaw a comprehensive packaging redesign for Walmart’s Better Homes & Gardens and and Mainstays, to capture attention from the shelf and drive increased sales. Both projects adhered to Better Homes & Gardens and Mainstays brand guidelines.
Approach
I wanted the products to not only stand out on the shelf, but also to connect the retail shopping experience with digital. After all, the packaging can’t include too much information, or it will feel cluttered and less premium.
My strategy was:
Include informational graphics with clear dimensions to reduce friction in the path to conversion. We knew from research that consumers were often unsure of how lighting fixtures would “fit” in their space; this resolved that uncertainty.
Highlight key features with visual “callouts” on the side of the package, creating a “zoomed in” experience that consumers are familiar with from the web.
Incorporate a QR code that drives to the Walmart product detail page (PDP), to provide additional details on special features, showcase product videos, and critically: capture the visitor’s browser cookie to enable dynamic retargeting ads. While Walmart’s team didn’t share specific performance results, they did share that this approach was very effective in driving conversion for those who were in the consideration phase.
Create elevated composite (vs studio) lifestyle imagery, which was better for production timelines and budget. Our team’s talented packaging designer, Andrea Erekson, created the images and overall packaging design, adhering to Better Homes & Gardens’ strict brand guidelines.
