In the highly competitive world of consumer package goods(CPG), visual branding plays a critical role in capturing consumer attention and driving purchases. Brand blocking – sometimes called billboarding – is the technique of creating visual continuity between packs through color, pattern or architecture repetition. Reserved for brands that have multiple packages on shelf (i.e. multiple facings, several flavors, forms and or sub-brands) this approach offers advantages in terms of brand visibility and recognition.

It sounds like a no brainer, right? When done properly, brand blocking is a tool all brands should utilize, however it needs to be executed strategically to avoid some critical drawbacks. Let’s jump into it by discussing the key approaches, benefits and watch-outs.

Approaches to Brand Blocking

There are many techniques to create effective brand blocks.Brands often combine multiple methods in tandem to achieve the most effective results. The following outline the most common approaches:

Color

The simplest and perhaps most powerful way to brand block is through color. Creating brand packaging with the same color instantly captures attention and holds the brand together.

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Architecture

Consistent placement of package elements such as logos, flavor banners, and iconography can create an effective brand block even when colors, pattern, and font styles change.

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Shape

Packaging shape and structure is another powerful way to create brand blocks and sometimes segmentation within a brand. Think Coca-Cola or Absolute Vodka bottle shape.

Continuation

With this technique, an image on one package is completed by an adjacent package to create a complete picture. Boxes and packages that have multiple display sides have the best opportunity to emphasize this. This is most prevalent in multipack displays and merchandising environments.

Pattern

Repetition of graphic pattern is another, more subtle way to link packages together. Having patterns that span multiple facings helps link each package to its neighbor.

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Benefits of Brand Blocking

When executed well, brand blocking creates a multiplier effect. In that a collection of products makes a bigger impact than any one on its own. The following points explore some of the advantages of brand blocking when utilized correctly.

Increased Shelf Presence & Visibility

Brand blocking helps products stand out in cluttered retail environments.When multiple SKUs from the same brand are grouped together with uniform packaging, they create a bold, eye-catching display that attracts consumer attention.

Improved Brand Recognition

Consistent use of colors, logos, and design elements across product lines reinforces brand identity. Consumers can more easily recognize and recall the brand, leading to increased trust and familiarity. A key driver of repeat purchase.

Enhanced Perceived Value & Trust

A visually cohesive product block can give the impression of a well-established, professional, and reliable brand. This can instill confidence in consumers, especially when encountering new or unfamiliar product extensions within the same brand.

Facilitates Cross-Selling & Portfolio Synergy

Brand blocking makes it easier for consumers to explore other offerings within the brand. For example, a shopper drawn to a brand’s shampoo may notice the conditioner or hair mask from the same line due to visual continuity, boosting overall sales.

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Watch-outs for Brand Blocking

With so many upsides, how could brand blocking ever be a negative? It boils down to the “you can’t see the tree from the forest” idea.When all your graphic tools are used to create a brand block, you may lose the ability to add distinction to individual products. The following examines some of the most common challenges.

Consumer Confusion

This is a mistake I see most often. When products look too similar, consumers may struggle to notice the difference between varieties.This can lead to frustration and even worse, getting passed over for brands that highlight varieties more effectively. Consumers are time-starved and if products are not clearly differentiated, they can simply be overlooked.

Loss of Individual Product Identity

Visually blocking the brand often prioritizes brand over product. As a result, individual products might not get the spotlight they deserve, especially if one has unique attributes or appeals to a different target segment.

Challenges in Innovation and New Product Introductions

Launching a new product that requires a distinct identity(e.g., a premium or eco-friendly sub-brand) becomes more difficult within a rigid brand-blocking framework. The need for visual consistency can stifle creativity and limit differentiation.

Overexposure and Visual Fatigue

Too much uniformity can become monotonous. Shoppers may overlook a visually blocked brand if it blends into the background of their mental retail map. Instead of reinforcing attention, repetition may lead to disregard over time. Consumers can be fickle and easily bored or distracted. If you are not grabbing their attention, you can risk losing them to competition that better showcases innovation or new varieties.

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Striking a Balance

Effective brand blocking requires careful design strategy. When managing a brand portfolio, it’s easy to default to one visual element—like a shape or layout—as the anchor for brand blocking. But sticking rigidly to a single device can limit flexibility and stifle creative opportunities across your product line.

As discussed above, there are many ways to create visual cohesion including: consistent color palettes, typography, logo treatment, or shared illustration styles. The trick is finding the right balance—tight enough to hold things together, but loose enough to adapt to different formats, categories, or audiences.

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Conclusion

Visually brand blocking can be a powerful tool for CPG brands aiming to dominate shelf space and reinforce consumer loyalty.However, it comes with trade-offs that need to be managed thoughtfully. The most successful brands are those that use this tactic strategically to create a strong and cohesive visual identity with clarity, variety, and relevance.