{"id":8287,"date":"2026-07-03T13:28:44","date_gmt":"2026-07-03T12:28:44","guid":{"rendered":"https:\/\/blackthornsdesign.com\/?p=8287"},"modified":"2026-07-24T09:25:00","modified_gmt":"2026-07-24T08:25:00","slug":"packaging-qui-vend-impact-rayon-boisson","status":"publish","type":"post","link":"https:\/\/blackthornsdesign.com\/en\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/","title":{"rendered":"Beautiful packaging or packaging that sells? Why impact beats aesthetics on the shelf"},"content":{"rendered":"<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-389bab98 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<p class=\"wp-block-paragraph\"><em>Last updated: July 2026 \u00b7 By Ludovic Mornand, founder of Studio Blackthorns<\/em><\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-container margin-x-xl uagb-block-513e3a99 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-uagb-image uagb-block-321af676 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><img decoding=\"async\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Little-Suns-Calimocho-2.webp\" alt=\"Little Sun&#039;s Calimocho\" class=\"uag-image-8296\" width=\"2560\" height=\"2019\" title=\"Little Sun&#039;s Calimocho\" loading=\"lazy\" role=\"img\" \/><figcaption class=\"uagb-image-caption\">Little Sun's Calimocho<\/figcaption><\/figure><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-9470fdba alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading\" style=\"text-transform:uppercase\">the essentials to remember<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A&nbsp;<strong>beautiful packaging<\/strong>&nbsp;does not guarantee any sales. Within a 90-reference radius, a consumer only considers\u2019<strong>About twenty products in about 20 seconds<\/strong>&nbsp;(Gidl\u00f6f et al., 2013). At this speed, what triggers the grasp is a matter of\u2019<strong>impact<\/strong>&nbsp;Contrast, silhouette, naming, readable typography at 3 meters. The subtlety of gilding comes later.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Aesthetics are subjective, while impact can be measured.<\/strong>&nbsp;Tastes and preferences vary from one consumer to another. A pack's ability to be seen, understood, and remembered is tested, corrected, and proven.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At Studio Blackthorns, every beverage design (regardless of the channel) goes through\u00a0<strong>5 impact tests<\/strong>\u00a0before internal validation: the 3-meter test, the thumb test, the silhouette test, the range test, and the perceived price test. This method applies to the <a href=\"https:\/\/blackthornsdesign.com\/en\/beer-branding-packaging-agency\/\" data-type=\"page\" data-id=\"8301\">craft beer<\/a>, to spirits, soft drinks, and non-alcoholic beverages, in supermarkets and in the restaurant\/hotel industry.<\/p>\n\n\n\n<div class=\"wp-block-uagb-image uagb-block-19e1770d wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/en\/projects\/isautier-fizz-in-cans-rtd\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Isautier-Fizz-Gamme-couchee-1140x616.webp\" alt=\"Isautier Fizz range\" class=\"uag-image-8124\" width=\"1140\" height=\"760\" title=\"Isautier-Fizz-Gamme-couch\u00e9e\" loading=\"lazy\" role=\"img\" \/><\/a><figcaption class=\"uagb-image-caption\">Isautier Fizz Range<\/figcaption><\/figure><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-0bb1e768 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\t\t\t\t<div class=\"wp-block-uagb-table-of-contents uagb-toc__align-left uagb-toc__columns-1  uagb-block-ed281115 proxima margin-bottom-xl\"\n\t\t\t\t\tdata-scroll= \"1\"\n\t\t\t\t\tdata-offset= \"30\"\n\t\t\t\t\tstyle=\"\"\n\t\t\t\t>\n\t\t\t\t<div class=\"uagb-toc__wrap\">\n\t\t\t\t\t\t<div class=\"uagb-toc__title\">\n\t\t\t\t\t\t\tTable of Contents<br>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"uagb-toc__list-wrap\">\n\t\t\t\t\t\t<ol class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#lessentiel-\u00e0-retenir\" class=\"uagb-toc-link__trigger\">The key takeaway<\/a><li class=\"uagb-toc__list\"><a href=\"#partie-1-la-croyance-du-beau-qui-fait-vendre-et-pourquoi-elle-nest-pas-forc\u00e9ment-vraie\" class=\"uagb-toc-link__trigger\">Part 1: The Belief in \u00abWhat's Beautiful Sells\u00bb (and Why It's Not Necessarily True)<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#do\u00f9-vient-cette-croyance\" class=\"uagb-toc-link__trigger\">Where does this belief come from?<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#si-lesth\u00e9tique-est-un-jugement-limpact-lui-est-un-comportement\" class=\"uagb-toc-link__trigger\">If aesthetics is a judgment, then impact is a behavior.<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#ce-que-le-tr\u00e8s-beau-sacrifie-parfois\" class=\"uagb-toc-link__trigger\">What the \u00abvery beautiful\u00bb sometimes sacrifices<\/a><\/li><\/ul><\/li><li class=\"uagb-toc__list\"><a href=\"#partie-2-ce-qui-se-passe-vraiment-devant-un-rayon\" class=\"uagb-toc-link__trigger\">Part 2: What (Really) Happens at a Register<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#20-secondes-20-produits-90-r\u00e9f\u00e9rences\" class=\"uagb-toc-link__trigger\">20 seconds, 20 products, 90 references<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#les-4-d\u00e9clencheurs-dimpact-dun-packaging-boisson\" class=\"uagb-toc-link__trigger\">The 4 impact triggers of beverage packaging<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#limpact-ne-sarr\u00eate-pas-au-premier-achat\" class=\"uagb-toc-link__trigger\">The impact doesn't stop at the first purchase<\/a><\/li><\/ul><\/li><\/ul><\/li><li class=\"uagb-toc__list\"><a href=\"#partie-3-les-5-tests-dimpact-blackthorns\" class=\"uagb-toc-link__trigger\">Part 3: The 5 Blackthorn Impact Tests<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#test-1-le-test-des-3-m\u00e8tres\" class=\"uagb-toc-link__trigger\">Test 1: The 3-meter test<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#test-2-le-test-du-pouce\" class=\"uagb-toc-link__trigger\">Test 2: The Thumb Test<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#test-3-le-test-de-la-silhouette\" class=\"uagb-toc-link__trigger\">Test 3: The Silhouette Test<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#test-4-le-test-de-la-gamme\" class=\"uagb-toc-link__trigger\">Test 4: Range Test<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#test-5-le-test-du-prix-per\u00e7u\" class=\"uagb-toc-link__trigger\">Test 5: Perceived Price Test<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><li class=\"uagb-toc__list\"><a href=\"#un-dernier-mot\" class=\"uagb-toc-link__trigger\">A last word?<\/a><li class=\"uagb-toc__list\"><a href=\"#faq\" class=\"uagb-toc-link__trigger\">FAQ<\/a><\/ul><\/ul><\/ul><\/ol>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div><\/div>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-2631ecf8 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<p class=\"wp-block-paragraph\">I spend part of my life in the beverage aisles. Occupational hazard: when I go grocery shopping, I sometimes photograph the shelves. And what I've observed there for the last 15 years contradicts a firmly held belief in our industry: the most attractive bottle on the shelf is rarely the one that sells the fastest.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This belief comes at a high cost. Brand founders invest tens of thousands of euros in packaging worthy of a design competition, only to see disappointing sales in supermarkets. The product looks great on Instagram but is invisible on the shelf. Out of more than 90 episodes <a href=\"https:\/\/superpotion.fr\/\" target=\"_blank\" rel=\"noreferrer noopener\">SuperPotion\u2122<\/a>, This story comes up regularly among my guests, both brewers and distillers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this article, I'll explain why the commercial impact of beverage packaging takes precedence over its aesthetics, what eye-tracking studies reveal about actual shopper behavior, and I'll give you the 5-test method we use at the studio to validate a design before production.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-b673a63f alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-uagb-image uagb-block-9ff301ea wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none margin-x-xl\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Blonde-Pale-Ale-Avant-Apres-scaled.jpg\" target=\"\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Blonde-Pale-Ale-Avant-Apres-1140x806.jpg\" alt=\"Georges Beer: Blonde Pale Ale Before \/ After\" class=\"uag-image-8288\" width=\"1140\" height=\"641\" title=\"Blonde Pale Ale - Before and After\" loading=\"lazy\" role=\"img\" \/><\/a><figcaption class=\"uagb-image-caption\">Rebranding of Bi\u00e8res Georges<\/figcaption><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"text-transform:uppercase\">Part 1: The Belief That \u00abBeauty Sells\u00bb (and Why It's Not Necessarily True)<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Where does this belief come from?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The beverage industry is fed by design competitions. Pentawards, Dieline Awards, Packaging Of The World, World Brand Design, Formes de Luxe: these awards celebrate magnificent objects, photographed in a studio, on a neutral background, with perfect lighting. Our projects are sometimes published there, and I am proud of that. However, a jury of designers examining a bottle for 3 minutes does not replicate the conditions of a purchase decision in any way.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Social networks amplify the phenomenon. \u00abInstagrammable\u00bb packaging generates likes, reposts, and press coverage. These signals flatter the ego of the founder and the agency (these are called \u00abvanity metrics\u00bb in jargon). None of them measure in-store rotation, distance recognition, or brand recall.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The result, I see it every week: brands briefing their agency with a Pinterest mood board full of award-winning bottles, thinking the beauty of the object will do the commercial work. It won't do it alone.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">If aesthetics are a judgment, impact is a behavior.<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Tastes and colors are a matter of personal preference. Your minimalist label, which might be considered sublime by a Parisian art director, will seem cold to a buyer from Carrefour V\u00e9nissieux. No design pleases everyone, and that's perfectly fine.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The impact, however, doesn't depend on any judgment of taste. Either your can is noticed on the shelf, or it isn't. Either your brand name can be read from 3 meters away, or it can't. Either a consumer who liked your beer finds it again the following week, or they leave with their neighbor's. These behaviors are observed, filmed, measured with eye-tracking, and translated into sales figures.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That's the whole difference between decorative design and strategic design. The former seeks approval, the latter seeks results. Beautiful packaging without a solid strategy is an empty shell: that's our studio's founding conviction.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">My most beautiful proof in image with the brand LaCroix, an American \u00abwater brand\u00bb from Wisconsin that I personally find very ugly BUT which is a hit in the US:<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a683eb223cf8&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a683eb223cf8\" class=\"wp-block-image size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/laCroix.jpg\" alt=\"LaCroix Product Design\" class=\"wp-image-8292\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/laCroix.jpg 1024w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/laCroix-640x640.jpg 640w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/laCroix-150x150.jpg 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/laCroix-768x768.jpg 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/laCroix-12x12.jpg 12w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">What the \u00abvery beautiful\u00bb sometimes sacrifices<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Let's be honest: beauty and impact aren't mutually exclusive; far from it. The best brands combine both. The problem arises when aesthetics become the goal instead of a means. This is when you choose a thin, elegant font that's illegible from 6 feet away. A subtle spot varnish that's invisible under the LED lighting of a hypermarket. A range of 6 products with completely different labels, which... <a href=\"https:\/\/blackthornsdesign.com\/en\/blog\/happy-hour\/architecture-de-marque-le-role-de-votre-marque-mere-dans-la-decision-d-achat\/\" type=\"post\" id=\"4844\">The consumer never connects with just one brand.<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Every refinement costs something somewhere. The right question to ask your <a href=\"https:\/\/superpotion.fr\/meilleures-agences-design-boisson-france\/\" target=\"_blank\" rel=\"noreferrer noopener\">Beverage design agency<\/a> is rarely \u00abis it beautiful?\u00bb but rather \u00abwhat makes it sell, and to whom?\u00bb.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"623\" height=\"467\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/rayon-biere.webp\" alt=\"Beer Rayon\" class=\"wp-image-8294\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/rayon-biere.webp 623w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/rayon-biere-150x112.webp 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/rayon-biere-16x12.webp 16w\" sizes=\"auto, (max-width: 623px) 100vw, 623px\" \/><\/figure>\n<\/div><\/div><\/div>\n\n\n\n<section class=\"wp-block-uagb-section uagb-section__wrap uagb-section__background-none uagb-block-48a0d4c1 margin-x-xl\"><div class=\"uagb-section__overlay\"><\/div><div class=\"uagb-section__inner-wrap\">\n<blockquote class=\"wp-block-quote has-text-align-left is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"> The most beautiful bottle on the shelf is rarely the one that sells the fastest.<\/p>\n<cite>Ludovic Mornand, Studio Blackthorns<\/cite><\/blockquote>\n<\/div><\/section>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-9acfc3f7 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a683eb225a20&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a683eb225a20\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"806\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/canettes-BG-1140x806.jpg\" alt=\"Georges Beer Range in Cans\" class=\"wp-image-8289\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/canettes-BG-1140x806.jpg 1140w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/canettes-BG-640x452.jpg 640w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/canettes-BG-150x106.jpg 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/canettes-BG-768x543.jpg 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/canettes-BG-1536x1086.jpg 1536w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/canettes-BG-2048x1448.jpg 2048w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/canettes-BG-18x12.jpg 18w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-1350daed alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-uagb-container uagb-block-211e94a6\">\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a683eb226003&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a683eb226003\" class=\"wp-block-image size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1104\" height=\"1080\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/fizz_ananas_KV.jpg\" alt=\"Ananas Fizz Isautier\" class=\"wp-image-8137\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/fizz_ananas_KV.jpg 1104w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/fizz_ananas_KV-640x626.jpg 640w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/fizz_ananas_KV-150x147.jpg 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/fizz_ananas_KV-768x751.jpg 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/fizz_ananas_KV-12x12.jpg 12w\" sizes=\"auto, (max-width: 1104px) 100vw, 1104px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-196c1311\">\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a683eb226357&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a683eb226357\" class=\"wp-block-image size-large wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/FIZ-letchi-montage-v3-1140x855.jpg\" alt=\"Litchi Fizz Isautier\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n<\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-a9af0644 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading\" style=\"text-transform:uppercase\">Part 2: What (Really) Happens at a Register<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">20 seconds, 20 products, 90 references<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Gidl\u00f6f's (2013) study, conducted under real-world conditions in a supermarket with a mobile eye-tracking system, is illuminating. Within a range of 90 products and 13 brands, participants on a shopping mission visually processed the shelf for an average of 21 seconds and actually considered only about 23 products. In other words, <strong>three-quarters of the radius simply doesn't exist in the buyer's brain<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Clement's (2007) work, published in the Journal of Marketing Management, describes a first stage of \u00abpre-attention\u00bb: an ultra-fast visual sweep during which only the most salient stimuli (color, contrast, shape) catch the eye. Your storytelling, your origin mentions, your <a href=\"https:\/\/blackthornsdesign.com\/en\/blog\/1000-hectos\/how-to-judge-beer-in-competition-behind-the-scenes-truth-medals\/\" type=\"post\" id=\"8012\">medal at the agricultural competition<\/a> only intervene if you have survived this stage.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Chandon et al. (2009), in the Journal of Marketing, showed that the number and position of facings directly influence brand attention at the point of sale. The shelf battle is therefore fought on two fronts: the <strong>Negotiated visibility<\/strong> (facing) and the<strong> intrinsic visibility<\/strong> (your design). You only fully control the second one.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"480\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/rayon-soda.jpg\" alt=\"Rayon soda\" class=\"wp-image-8293\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/rayon-soda.jpg 800w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/rayon-soda-640x384.jpg 640w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/rayon-soda-150x90.jpg 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/rayon-soda-768x461.jpg 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/rayon-soda-18x12.jpg 18w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">The 4 impact triggers of beverage packaging<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Concretely, what makes a bottle or can stand out in these conditions? Based on our experience with dozens of beverage projects, four elements do the bulk of the work:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The color block<\/strong>&nbsp;a bold and differentiating color compared to the segment's codes. If the entire IPA range is saturated in fluorescent, then matte kraft becomes the disruption (and vice versa).<br><\/li>\n\n\n\n<li><strong>The silhouette and structure<\/strong>&nbsp;: the recognizable shape from afar, even before reading. That's what makes you identify an Orangina bottle or a slim energy drink can from 5 meters away.<br><\/li>\n\n\n\n<li><strong>Naming and its typography<\/strong>&nbsp;a short, impactful name, large enough to be read from a distance by passersby. For the range <a href=\"https:\/\/blackthornsdesign.com\/en\/projects\/isautier-fizz-in-cans-rtd\/\" type=\"page\" id=\"8119\">RTD FIZZ<\/a> that we created with the <a href=\"https:\/\/www.isautier.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Isautier House<\/a>, the four-letter name functions as an onomatopoeia: it is instantly readable and tells the product's story on its own.<br><\/li>\n\n\n\n<li><strong>The hierarchy of information<\/strong>&nbsp;At 3 meters, I understand the category; at 1 meter, the promise; in hand, the details. A package that wants to say everything on the shelf says nothing.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">The impact doesn't stop at the first purchase<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">High-performing packaging also works after the purchase. Recall (will I find this brand again next week?) and scalability (will I recognize the range when the brand releases a new flavor?) drive repeat purchases, which is where a beverage brand's profitability is built.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is the role of the <strong>design system<\/strong> : a graphic system designed from the outset to absorb future references without diluting recognition. For a craft brewery releasing 10 recipes a year, this system is worth more than any award-winning single label. We dedicate a huge portion of our efforts to this, from repositioning the <a href=\"https:\/\/blackthornsdesign.com\/en\/projects\/brasserie-volcelest\/\" type=\"page\" id=\"5641\">Volcelest brewery<\/a> Georges Beer Range.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-1ce85d72 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-uagb-image uagb-block-1b3652e7 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><img decoding=\"async\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/gamme-Rotten-Skull-75-cl.webp\" alt=\"Range 75 CL, Rotten Skull Paris brewer&#039;s bottle\" class=\"uag-image-8268\" width=\"1800\" height=\"1200\" title=\"range-Rotten-Skull-75-cl\" loading=\"lazy\" role=\"img\" \/><figcaption class=\"uagb-image-caption\">75CL Range, Rotten Skull Paris brewer's bottle<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-uagb-image uagb-block-e02bc7d8 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><img decoding=\"async\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/spark_cans.jpg\" alt=\"Spark! Soda\" class=\"uag-image-3462\" width=\"2000\" height=\"966\" title=\"spark_cans\" loading=\"lazy\" role=\"img\" \/><figcaption class=\"uagb-image-caption\">Spark! Probiotic Soda<\/figcaption><\/figure><\/div>\n<\/div><\/div>\n\n\n\n<section class=\"wp-block-uagb-section uagb-section__wrap uagb-section__background-none uagb-block-e5cf1aca\"><div class=\"uagb-section__overlay\"><\/div><div class=\"uagb-section__inner-wrap\">\n<blockquote class=\"wp-block-quote has-text-align-left is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Effective packaging also works after the purchase. Memorability and adaptability drive repeat purchases, which is where the profitability of a beverage brand is built.<\/p>\n<cite class=\"translation-block\">Ludovic Mornand, founder of Studio Blackthorns<\/cite><\/blockquote>\n<\/div><\/section>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<section class=\"wp-block-uagb-container uagb-block-0810ea54 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading\" style=\"text-transform:uppercase\">Part 3: The 5 Blackthorns Impact Tests<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Here is the method we apply in the studio before approving a beverage design. You can reproduce it on your own packaging starting today.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Test 1: The 3-meter test<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Print your design at actual size, place it in a store aisle context (or at least on a shelf between real competitors), and step back 10 feet. What do you still see? If the answer is limited to \u00aba bottle with a label,\u00bb the design has failed. At that distance, the brand, category, and primary promise must survive.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Test 2: The Thumb Test<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Reduce your facing to the size of an e-commerce or drive-through thumbnail (approximately 2 cm high on a smartphone). More than half of supermarket purchases are now prepared or made online. Unreadable packaging in miniature loses drive-through, quick commerce, and marketplaces. This is a test that very beautiful \u00abcompetition-style\u00bb packaging regularly fails.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Test 3: The Silhouette Test<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Make your design black and white, then a simple silhouette. Does it remain recognizable? This test reveals whether your recognition relies on a true visual structure or only on decorative details. Iconic drink brands (think Coca-Cola, Ricard, Orangina) all pass this test.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Test 4: Range Test<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Align your current and future references. Does an outside look identify within 2 seconds that they belong to the same brand, while distinguishing each recipe? This is the most difficult balance in beverage packaging: too much consistency and the recipes get confused, too much variety and the brand disappears.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Test 5: Perceived Price Test<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Show your product to people outside the project and ask a single question: \u00abHow much does this product cost?\u00bb. If the average answer is lower than your target selling price, your design is destroying margin. If it is largely higher, you risk product disappointment. The design calibrates the psychological price far more than most founders imagine.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>A design that passes the five tests can then (and only then) receive all the aesthetic layering your positioning deserves. Beauty crowns impact, never replaces it.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"1066\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/boisson-energisantes.jpg\" alt=\"Energy drink sector in mass retail\" class=\"wp-image-8295\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/boisson-energisantes.jpg 800w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/boisson-energisantes-480x640.jpg 480w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/boisson-energisantes-113x150.jpg 113w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/boisson-energisantes-768x1023.jpg 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/boisson-energisantes-9x12.jpg 9w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n<\/div><\/section>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<section class=\"wp-block-uagb-container uagb-block-1c7926bd alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading\" style=\"text-transform:uppercase\">A last word?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The beverage industry has never produced so many beautiful packagings, and rarely so many invisible brands! Faced with saturated shelves and consumers who only consider a quarter of the references, aesthetics alone is a losing bet. Impact (color, silhouette, naming, hierarchy, range system) is worked on, tested, and measured.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is good news for independent brands: impact isn't bought by the pound of gilding. A well-designed craft can can outperform a six-figure silkscreened bottle on the shelf. Brand strategy is the challenger's weapon.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Are you launching a beverage brand or are your sales stagnating despite \u00abbeautiful\u00bb packaging? This is exactly the type of diagnosis we conduct during a&nbsp;<a href=\"https:\/\/blackthornsdesign.com\/en\/contact-us\/\">Brand Exorcism<\/a>. Tell us about your project, and we'll look at your shelving together.<\/p>\n<\/div><\/section>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-eadc5e27 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-uagb-image aligncenter uagb-block-a1c2022d wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-center margin-x-xl\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/500ml_wall_of_cans_366canschallenge_web.jpg\" target=\"\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/500ml_wall_of_cans_366canschallenge_web-1140x821.jpg\" alt=\"366 can designs by studio blackthorns\" class=\"uag-image-3751\" width=\"1140\" height=\"821\" title=\"500ml_wall_of_cans_366canschallenge_web\" loading=\"lazy\" role=\"img\" \/><\/a><figcaption class=\"uagb-image-caption\">366 can designs per Studio Blackthorns<\/figcaption><\/figure><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<section class=\"wp-block-uagb-container uagb-block-862f7c51 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"text-transform:uppercase\">FAQ<\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1711467474856\"><strong class=\"schema-faq-question\"><strong>What is packaging that sells?<\/strong><\/strong> <p class=\"schema-faq-answer\">Packaging that sells is packaging designed to trigger a measurable purchasing behavior: to be spotted on a crowded shelf, to communicate its category and promise in under 2 seconds, to justify its price, and to be found during the next purchase. It is distinct from decorative packaging, which is judged on subjective aesthetic criteria. The two are not mutually exclusive, but commercial impact must be validated before aesthetic refinement.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1711467516932\"><strong class=\"schema-faq-question\">Does attractive packaging help sell a drink?<\/strong> <p class=\"schema-faq-answer\">Not on its own. In-store eye-tracking studies show that a consumer considers only about 23 out of 90 products on a shelf (Gidl\u00f6f et al., 2013). Beauty only works if the product first passes the pre-attention filter, which relies on contrast, color, and shape. A beautiful but inconspicuous design remains invisible, and therefore unsold.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1711467553415\"><strong class=\"schema-faq-question\">How to test the impact of packaging before its production?<\/strong> <p class=\"schema-faq-answer\">Five simple tests provide a reliable initial evaluation: the 3-meter test (readability at a typical distance), the thumb test (readability in e-commerce thumbnails), the silhouette test (black and white recognition), the range test (consistency and distinction of references), and the perceived price test (match between design and target price). For significant stakes, eye-tracking studies or tests in a recreated aisle can usefully supplement these checks.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1711467585581\"><strong class=\"schema-faq-question\">What is the difference between strategic design and decorative design?<\/strong> <p class=\"schema-faq-answer\">Decorative design aims to create a beautiful object, judged by aesthetic criteria. Strategic design starts with the brand\u2019s positioning, its target audience, and its distribution channels to create an object that meets business objectives: visibility, brand recall, perceived price, and product line expansion. At Studio Blackthorns, the strategic phase always precedes the graphic design phase, because beautiful packaging without a solid strategy is nothing more than an empty shell.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1711467612258\"><strong class=\"schema-faq-question\">Are impact codes different in GMS and CHR?<\/strong> <p class=\"schema-faq-answer\">Yes, radically. In mass retail, packaging fights alone against dozens of competitors, at a distance, under standardized lighting: contrast and legibility take precedence. In the HRI (hotel, restaurant, and catering) sector, the product is often recommended by staff and discovered in hand or on the menu: storytelling, manufacturing details, and a connection with the establishment carry more weight. A brand present in both channels must prioritize its elements to function in both contexts.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1783068075544\"><strong class=\"schema-faq-question\">Is eye-catching packaging compatible with the \u00c9vin Law?<\/strong> <p class=\"schema-faq-answer\">Yes. The <a href=\"https:\/\/loievin.fr\/\" target=\"_blank\" rel=\"noreferrer noopener\">Loi \u00c9vin<\/a> frame the content of alcoholic beverage communications (prohibition of inciting consumption, mandatory information) but do not limit work on color, typography, structure, or range system in any way. Visual impact remains a completely free territory for expression, provided the legal mentions on the pack are respected. Our <a href=\"https:\/\/superpotion.fr\/loi-evin-guide-complet\/\" target=\"_blank\" rel=\"noreferrer noopener\">Complete guide<\/a> of the \u00c9vin Law details these obligations.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1783068089457\"><strong class=\"schema-faq-question\">Where to start to make my beverage packaging more impactful?<\/strong> <p class=\"schema-faq-answer\">Start with an honest audit: photograph your product in its actual shelf space, apply the 5 impact tests described in this article, and note the failures. Then, analyze the color and typography codes of your segment to identify available differentiation space. If the diagnosis reveals a fundamental problem (unclear positioning, illegible range, perceived price mismatch), strategic support will be more cost-effective than a simple graphic makeover.<\/p> <\/div> <\/div>\n<\/div><\/section>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>","protected":false},"excerpt":{"rendered":"<p>Last updated: July 2026 \u00b7 By Ludovic Mornand, founder of Studio Blackthorns Key takeaway: Attractive packaging does not guarantee sales. On a shelf with 90 products, a consumer considers only about 20 of them in 20 seconds <a class=\"read-more\" href=\"https:\/\/blackthornsdesign.com\/en\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/\">Find out more<\/a><\/p>","protected":false},"author":1,"featured_media":8296,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[224],"tags":[],"class_list":["post-8287","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-happy-hour"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Beau packaging ou packaging qui vend ? L&#039;impact avant tout<\/title>\n<meta name=\"description\" content=\"Un beau packaging ne suffit pas \u00e0 vendre votre boisson. Pourquoi l&#039;impact en rayon bat l&#039;esth\u00e9tique ? 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Pour des enjeux importants, des \u00e9tudes d'eye-tracking ou des tests en rayon reconstitu\u00e9 compl\u00e8tent utilement ces v\u00e9rifications.\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/blackthornsdesign.com\\\/blog\\\/happy-hour\\\/packaging-qui-vend-impact-rayon-boisson\\\/#faq-question-1711467585581\",\"position\":4,\"url\":\"https:\\\/\\\/blackthornsdesign.com\\\/blog\\\/happy-hour\\\/packaging-qui-vend-impact-rayon-boisson\\\/#faq-question-1711467585581\",\"name\":\"Quelle est la diff\u00e9rence entre design strat\u00e9gique et design d\u00e9coratif ?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Le design d\u00e9coratif cherche \u00e0 produire un bel objet, jug\u00e9 sur des crit\u00e8res esth\u00e9tiques. Le design strat\u00e9gique part du positionnement de la marque, de sa cible et de son circuit de distribution pour produire un objet qui remplit des objectifs commerciaux : visibilit\u00e9, m\u00e9morisation, prix per\u00e7u, d\u00e9clinabilit\u00e9. Chez Studio Blackthorns, la phase strat\u00e9gique pr\u00e9c\u00e8de syst\u00e9matiquement la cr\u00e9ation graphique, car un beau packaging sans strat\u00e9gie solide reste une coquille vide.\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/blackthornsdesign.com\\\/blog\\\/happy-hour\\\/packaging-qui-vend-impact-rayon-boisson\\\/#faq-question-1711467612258\",\"position\":5,\"url\":\"https:\\\/\\\/blackthornsdesign.com\\\/blog\\\/happy-hour\\\/packaging-qui-vend-impact-rayon-boisson\\\/#faq-question-1711467612258\",\"name\":\"Les codes d'impact sont-ils diff\u00e9rents en GMS et en CHR ?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Oui, radicalement. En GMS, le packaging se bat seul face \u00e0 des dizaines de concurrents, \u00e0 distance, sous un \u00e9clairage standardis\u00e9 : le contraste et la lisibilit\u00e9 priment. En CHR (caf\u00e9s, h\u00f4tels, restaurants), le produit est souvent prescrit par le personnel et d\u00e9couvert en main ou \u00e0 la carte : le storytelling, les d\u00e9tails de fabrication et la connivence avec le lieu prennent plus de poids. Une marque pr\u00e9sente sur les deux circuits doit hi\u00e9rarchiser ses \u00e9l\u00e9ments pour fonctionner dans les deux contextes.\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/blackthornsdesign.com\\\/blog\\\/happy-hour\\\/packaging-qui-vend-impact-rayon-boisson\\\/#faq-question-1783068075544\",\"position\":6,\"url\":\"https:\\\/\\\/blackthornsdesign.com\\\/blog\\\/happy-hour\\\/packaging-qui-vend-impact-rayon-boisson\\\/#faq-question-1783068075544\",\"name\":\"Un packaging impactant est-il compatible avec la Loi \u00c9vin ?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Oui. La <a href=\\\"https:\\\/\\\/loievin.fr\\\/\\\" target=\\\"_blank\\\" rel=\\\"noreferrer noopener\\\">Loi \u00c9vin<\\\/a> encadre le contenu des communications pour les boissons alcoolis\u00e9es (interdiction d'inciter \u00e0 la consommation, mentions obligatoires) mais ne limite en rien le travail sur la couleur, la typographie, la structure ou le syst\u00e8me de gamme. L'impact visuel reste un territoire d'expression totalement libre, \u00e0 condition de respecter les mentions l\u00e9gales sur le pack. Notre <a href=\\\"https:\\\/\\\/superpotion.fr\\\/loi-evin-guide-complet\\\/\\\" target=\\\"_blank\\\" rel=\\\"noreferrer noopener\\\">guide complet<\\\/a> de la Loi \u00c9vin d\u00e9taille ces obligations.\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/blackthornsdesign.com\\\/blog\\\/happy-hour\\\/packaging-qui-vend-impact-rayon-boisson\\\/#faq-question-1783068089457\",\"position\":7,\"url\":\"https:\\\/\\\/blackthornsdesign.com\\\/blog\\\/happy-hour\\\/packaging-qui-vend-impact-rayon-boisson\\\/#faq-question-1783068089457\",\"name\":\"Par o\u00f9 commencer pour rendre mon packaging de boisson plus impactant ?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Commencez par un audit honn\u00eate : photographiez votre produit dans son vrai rayon, appliquez les 5 tests d'impact d\u00e9crits dans cet article et notez les \u00e9checs. Analysez ensuite les codes couleur et typographiques de votre segment pour identifier l'espace de diff\u00e9renciation disponible. Si le diagnostic r\u00e9v\u00e8le un probl\u00e8me de fond (positionnement flou, gamme illisible, prix per\u00e7u d\u00e9cal\u00e9), un accompagnement strat\u00e9gique sera plus rentable qu'un simple relooking graphique.\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Beautiful packaging or packaging that sells? Impact first.","description":"Beautiful packaging isn't enough to sell your drink. Why in-store impact beats aesthetics. 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Il se distingue du packaging d\u00e9coratif, jug\u00e9 sur des crit\u00e8res esth\u00e9tiques subjectifs. Les deux ne s'opposent pas, mais l'impact commercial doit \u00eatre valid\u00e9 avant le raffinement esth\u00e9tique.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1711467516932","position":2,"url":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1711467516932","name":"Does attractive packaging help sell a drink?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Pas \u00e0 lui seul. Les \u00e9tudes d'eye-tracking en magasin montrent qu'un consommateur ne consid\u00e8re qu'environ 23 produits sur 90 dans un rayon (Gidl\u00f6f et al., 2013). La beaut\u00e9 n'op\u00e8re que si le produit franchit d'abord le filtre de la pr\u00e9-attention, qui repose sur le contraste, la couleur et la forme. Un design magnifique mais peu saillant reste invisible, donc invendu.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1711467553415","position":3,"url":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1711467553415","name":"How to test the impact of packaging before production?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Cinq tests simples donnent une premi\u00e8re \u00e9valuation fiable : le test des 3 m\u00e8tres (lisibilit\u00e9 \u00e0 distance de rayon), le test du pouce (lisibilit\u00e9 en vignette e-commerce), le test de la silhouette (reconnaissance en noir et blanc), le test de la gamme (coh\u00e9rence et distinction des r\u00e9f\u00e9rences) et le test du prix per\u00e7u (ad\u00e9quation entre design et prix cible). Pour des enjeux importants, des \u00e9tudes d'eye-tracking ou des tests en rayon reconstitu\u00e9 compl\u00e8tent utilement ces v\u00e9rifications.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1711467585581","position":4,"url":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1711467585581","name":"What is the difference between strategic design and decorative design?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Le design d\u00e9coratif cherche \u00e0 produire un bel objet, jug\u00e9 sur des crit\u00e8res esth\u00e9tiques. Le design strat\u00e9gique part du positionnement de la marque, de sa cible et de son circuit de distribution pour produire un objet qui remplit des objectifs commerciaux : visibilit\u00e9, m\u00e9morisation, prix per\u00e7u, d\u00e9clinabilit\u00e9. Chez Studio Blackthorns, la phase strat\u00e9gique pr\u00e9c\u00e8de syst\u00e9matiquement la cr\u00e9ation graphique, car un beau packaging sans strat\u00e9gie solide reste une coquille vide.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1711467612258","position":5,"url":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1711467612258","name":"Are impact codes different in GMS and CHR?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Oui, radicalement. En GMS, le packaging se bat seul face \u00e0 des dizaines de concurrents, \u00e0 distance, sous un \u00e9clairage standardis\u00e9 : le contraste et la lisibilit\u00e9 priment. En CHR (caf\u00e9s, h\u00f4tels, restaurants), le produit est souvent prescrit par le personnel et d\u00e9couvert en main ou \u00e0 la carte : le storytelling, les d\u00e9tails de fabrication et la connivence avec le lieu prennent plus de poids. Une marque pr\u00e9sente sur les deux circuits doit hi\u00e9rarchiser ses \u00e9l\u00e9ments pour fonctionner dans les deux contextes.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1783068075544","position":6,"url":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1783068075544","name":"Is eye-catching packaging compatible with the \u00c9vin Law?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Oui. La <a href=\"https:\/\/loievin.fr\/\" target=\"_blank\" rel=\"noreferrer noopener\">Loi \u00c9vin<\/a> encadre le contenu des communications pour les boissons alcoolis\u00e9es (interdiction d'inciter \u00e0 la consommation, mentions obligatoires) mais ne limite en rien le travail sur la couleur, la typographie, la structure ou le syst\u00e8me de gamme. L'impact visuel reste un territoire d'expression totalement libre, \u00e0 condition de respecter les mentions l\u00e9gales sur le pack. Notre <a href=\"https:\/\/superpotion.fr\/loi-evin-guide-complet\/\" target=\"_blank\" rel=\"noreferrer noopener\">guide complet<\/a> de la Loi \u00c9vin d\u00e9taille ces obligations.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1783068089457","position":7,"url":"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/packaging-qui-vend-impact-rayon-boisson\/#faq-question-1783068089457","name":"Where to start to make my beverage packaging more impactful?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Commencez par un audit honn\u00eate : photographiez votre produit dans son vrai rayon, appliquez les 5 tests d'impact d\u00e9crits dans cet article et notez les \u00e9checs. Analysez ensuite les codes couleur et typographiques de votre segment pour identifier l'espace de diff\u00e9renciation disponible. Si le diagnostic r\u00e9v\u00e8le un probl\u00e8me de fond (positionnement flou, gamme illisible, prix per\u00e7u d\u00e9cal\u00e9), un accompagnement strat\u00e9gique sera plus rentable qu'un simple relooking graphique.","inLanguage":"en-US"},"inLanguage":"en-US"}]}},"spectra_custom_meta":{"_uagb_previous_block_counts":["a:90:{s:21:\"uagb\/advanced-heading\";i:0;s:15:\"uagb\/blockquote\";i:0;s:12:\"uagb\/buttons\";i:0;s:18:\"uagb\/buttons-child\";i:0;s:19:\"uagb\/call-to-action\";i:0;s:15:\"uagb\/cf7-styler\";i:0;s:11:\"uagb\/column\";i:0;s:12:\"uagb\/columns\";i:0;s:14:\"uagb\/container\";i:16;s:21:\"uagb\/content-timeline\";i:0;s:27:\"uagb\/content-timeline-child\";i:0;s:14:\"uagb\/countdown\";i:0;s:12:\"uagb\/counter\";i:0;s:8:\"uagb\/faq\";i:0;s:14:\"uagb\/faq-child\";i:0;s:10:\"uagb\/forms\";i:0;s:17:\"uagb\/forms-accept\";i:0;s:19:\"uagb\/forms-checkbox\";i:0;s:15:\"uagb\/forms-date\";i:0;s:16:\"uagb\/forms-email\";i:0;s:17:\"uagb\/forms-hidden\";i:0;s:15:\"uagb\/forms-name\";i:0;s:16:\"uagb\/forms-phone\";i:0;s:16:\"uagb\/forms-radio\";i:0;s:17:\"uagb\/forms-select\";i:0;s:19:\"uagb\/forms-textarea\";i:0;s:17:\"uagb\/forms-toggle\";i:0;s:14:\"uagb\/forms-url\";i:0;s:14:\"uagb\/gf-styler\";i:0;s:15:\"uagb\/google-map\";i:0;s:11:\"uagb\/how-to\";i:0;s:16:\"uagb\/how-to-step\";i:0;s:9:\"uagb\/icon\";i:0;s:14:\"uagb\/icon-list\";i:0;s:20:\"uagb\/icon-list-child\";i:0;s:10:\"uagb\/image\";i:6;s:18:\"uagb\/image-gallery\";i:0;s:13:\"uagb\/info-box\";i:0;s:18:\"uagb\/inline-notice\";i:0;s:11:\"uagb\/lottie\";i:0;s:21:\"uagb\/marketing-button\";i:0;s:10:\"uagb\/modal\";i:0;s:18:\"uagb\/popup-builder\";i:0;s:16:\"uagb\/post-button\";i:0;s:18:\"uagb\/post-carousel\";i:0;s:17:\"uagb\/post-excerpt\";i:0;s:14:\"uagb\/post-grid\";i:0;s:15:\"uagb\/post-image\";i:0;s:17:\"uagb\/post-masonry\";i:0;s:14:\"uagb\/post-meta\";i:0;s:18:\"uagb\/post-taxonomy\";i:0;s:18:\"uagb\/post-timeline\";i:0;s:15:\"uagb\/post-title\";i:0;s:20:\"uagb\/restaurant-menu\";i:0;s:26:\"uagb\/restaurant-menu-child\";i:0;s:11:\"uagb\/review\";i:0;s:12:\"uagb\/section\";i:2;s:14:\"uagb\/separator\";i:0;s:11:\"uagb\/slider\";i:0;s:17:\"uagb\/slider-child\";i:0;s:17:\"uagb\/social-share\";i:0;s:23:\"uagb\/social-share-child\";i:0;s:16:\"uagb\/star-rating\";i:0;s:23:\"uagb\/sure-cart-checkout\";i:0;s:22:\"uagb\/sure-cart-product\";i:0;s:15:\"uagb\/sure-forms\";i:0;s:22:\"uagb\/table-of-contents\";i:1;s:9:\"uagb\/tabs\";i:0;s:15:\"uagb\/tabs-child\";i:0;s:18:\"uagb\/taxonomy-list\";i:0;s:9:\"uagb\/team\";i:0;s:16:\"uagb\/testimonial\";i:0;s:14:\"uagb\/wp-search\";i:0;s:19:\"uagb\/instagram-feed\";i:0;s:10:\"uagb\/login\";i:0;s:17:\"uagb\/loop-builder\";i:0;s:18:\"uagb\/loop-category\";i:0;s:20:\"uagb\/loop-pagination\";i:0;s:15:\"uagb\/loop-reset\";i:0;s:16:\"uagb\/loop-search\";i:0;s:14:\"uagb\/loop-sort\";i:0;s:17:\"uagb\/loop-wrapper\";i:0;s:13:\"uagb\/register\";i:0;s:19:\"uagb\/register-email\";i:0;s:24:\"uagb\/register-first-name\";i:0;s:23:\"uagb\/register-last-name\";i:0;s:22:\"uagb\/register-password\";i:0;s:30:\"uagb\/register-reenter-password\";i:0;s:19:\"uagb\/register-terms\";i:0;s:22:\"uagb\/register-username\";i:0;}"],"_edit_lock":["1784881500:1"],"_oembed_b8a4dda2d51dfe220ae00802e1a24960":["<iframe title=\"On a cr\u00e9\u00e9 une marque en moins de 24h gr\u00e2ce \u00e0 l&amp;apos;IA !!\" width=\"1140\" height=\"641\" src=\"https:\/\/www.youtube.com\/embed\/HOJSx8KnyV8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>"],"_oembed_time_b8a4dda2d51dfe220ae00802e1a24960":["1783067914"],"yoast-structured-data-blocks-images-cache":["a:0:{}"],"_edit_last":["1"],"zeroneit_featherlight_disable":[""],"swcfpc_bypass_cache":["0"],"_yoast_wpseo_primary_category":["224"],"_yoast_wpseo_focuskw":["packaging qui vend"],"_yoast_wpseo_title":["Beau packaging ou packaging qui vend ? 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