Purposeful Design in CPG: Integrating Science, Art & Engineering for Retail Impact

In today’s competitive Consumer Packaged Goods (CPG) and retail landscape, Point of Purchase (POP) displays and packaging are part of the product. They shape brand perception, influence shopper behaviour, and directly impact retail performance and supply chain efficiency. Majority of CPG brands and retailers face a persistent challenge of their POP displays and packaging achieving both operational efficiency and shopper resonance, limiting the effectiveness of their CPG packaging in retail environments and across supply chains.  

At Hughes Decorr, we eliminate this trade-off by integrating the principles of science, art, and engineering into every project. This multidisciplinary approach ensures all POP displays and packaging solutions are purposeful, performance-driven, and retail-ready, helping CPG brands stand out, scale efficiently, and stay aligned with evolving market demands.  

What Purposeful Design Enables for CPG Brands 

Millennials are a curious bunch. They grew up in a world that shifted from dial-up internet to smartphones Hughes Decorr helps brands: 

• Win at shelf with retail-ready, brand-aligned, and structurally sound design 

• Drive conversions through data-informed, insight-led decision-making   

• Ensure operational efficiency in logistics, assembly, and compliance with retailer requirements  

• Support sustainability goals with FSC-certified, recyclable materials and material optimization  

Scale with speed and agility across SKUs, seasonal campaigns and promotions 

The Science: Informed by Shopper Psychology   

At Hughes Decorr, we leverage behavioural science, shopper data and in-store testing to guide our design decisions. From information hierarchy and callout placement to variant navigation and compliance labeling, every element is intentionally designed to influence purchase decisions, improve shelf conversion rates and enhance in-store performance. 

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The Art: Brand-Driven Design 

In a retail environment, your POP display and packaging are often your first and only chance to make a meaningful impression. According to eye-tracking research, you have just 2 to 3 seconds to capture consumer attention and communicate key messaging.   

From your brand’s colour palette to typography and tone, every creative decision at Hughes Decorr is grounded in your brand story and adheres to your brand guidelines. We create POP displays and CPG packaging that stand out, tell your story, and build lasting recognition in the minds of consumers.  

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The Engineering: Built to Last 

Behind every successful POP display and packaging solution is intentional structural engineering. Hughes Decorr’s in-house engineering team collaborates with design to ensure each solution is reliable and scalable.  

We use FSC-certified, recyclable materials and apply structural optimization to reduce material use and simplify production, helping brands meet their sustainability goals.  

From Walmart’s shelf ready requirements to Costco’s stacking specifications, our designs meet the toughest retail standards while protecting products in transit and reducing excess packaging. Our POP displays and CPG packaging are engineered for supply chain efficiency and retail execution. They can ship flat-packed for easy in-store assembly or arrive pre-assembled, depending on your fulfillment needs. 

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Each design complies with retailer guidelines, streamlines fulfillment, and minimizes manual labour. Our designs are also built to adapt quickly across SKUs, fast-turn promotions, and seasonal campaigns, ensuring your POP displays and CPG packaging meet your brand’s changing needs.  

In CPG and retail environments, POP displays and CPG packaging are your most visible and measurable brand assets. They must capture attention in seconds, communicate your brand’s message clearly, influence buying decisions, and protect products throughout the supply chain. Only purposeful, integrated designs perform across all fronts in brand, retail, and logistics.   

Let’s Build Something Purposeful

Let’s collaborate to create POP displays and CPG packaging solutions that drive engagement at shelf, move seamlessly through the supply chain, and meet today’s retailer demands.  

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