GE’s New Headlight Pack Design Improves Shopability

Aiming to enhance its brand’s retail visibility and make product selection a whole lot easier for customers, GE Lighting North America has recently unveiled a new package design for its GE Nighthawk line of automotive lighting products. The line includes three automotive bulb varieties such as Nighthawk (good), Nighthawk Premium (better), and Nighthawk Xenon (best), which were launched some years ago as a brighter alternative to standard halogen headlights. Since then, GE has committed to continuously enhance the brand to provide lighting that is brighter, farther and wider than its standard products.

In the spring of last year, the company’s team started a package redesign project for the brand with two goals: to streamline the shopping experience for the consumer and to maximize warehousing and selling space for the retailer. In order to accomplish the first, GE decreased the size of the blister-pack card, thus reducing the package’s footprint up to 30 percent.

According to GE Lighting National Automotive Sales Manager Robert E. Gill, based on their top buyers’ feedback, they enhanced their packaging to meet their needs. He said that this enables the retailer to maximize the space required to show an entire assortment, and even offers extra selling space for new categories.

The project involved the restructuring of packaging for GE’s single- and double-pack halogen lights, along with all of its small and commercial packs. Though the packs became smaller, the package format stayed the same: a chipboard card with blister that can be hanged in retail environments and offers full visibility of the product.

GE also created a color system that differentiates between bulbs in the series to make consumer product selection easier. Gold represents Nighthawk, blue is for Premium and purple was chosen for Xenon. The card features graphics of a road leading into the distance, lit by headlights. The bulbs are centered in the blister on top of the road graphic.

Gill explained that the GE Nighthawk headlight package redesign presents a premium look to match the quality level of the Nighthawk series product, and it includes the development of a visual icon system that shows the tiers of the product selection. The icons, which are positioned on the bottom of the card, describe how bright, far and wide the bulb performs compared to GE’s line of standard automotive bulbs.