Shelf Psychology: How Layout Impacts Shopper Decisions
Ever wondered why some products fly off the shelf while others linger? It all comes down to layout and placement. Here’s how sightlines, colour, spacing, and adjacency influence decisions, backed by real research.
1. Eye-level equals “buy-level”
One study found 53%+ of shoppers across age groups chose eye-level shelves as their first pick, while bottom shelves were least engaging. Another analysis shows brands placed at eye level score 35% higher selection rates compared to lower. And data science reveals that placing products on the fourth shelf (slightly below eye height) lifts sales by about 23%, with a 25% drop when placed on the second shelf.
2. The impact of facings
Doubling product facings can boost sales by up to 20% - up to the visual saturation threshold of about 12 facings. In some categories, multiple vertical facings can more than double sales compared to horizontal facings. And for potato chips, middle-shelf placement (with the same facings) increased sales from 4% (low) and 3.3% (high) to 7.5% on the mid-shelf.
3. Colour, grouping and uncluttered flow
Organising by colour groups product mentally and makes browsing simpler. The concept of clustering products in three also taps into visual harmony. Broad layout strategies, from wide pathways to uncluttered “decompression zones”, encourage shoppers to browse longer and make more purchases.
4. Smart adjacency and upselling
Placing complementary items side-by-side, like toothpaste next to toothbrushes, or tea and biscuits in the same aisle, drives cross-category. In towel categories, refined shelf design increased gross profits by 3% and improved profitability by up to 7%.
5. Facings, front-filling and stock perception
Facings (pulling products to the front) makes shelves look full and encourages sales. Doubling facings improves visibility and boosts sales, again up to that visual saturation threshold.
Quick summary of best-practice cues
|
Design Element |
Shopper Benefit |
Approx. Impact |
|
Eye-level placement |
Easier to see and grab |
Selection ↑ ~35% |
|
Middle (waist-to-eye) shelf |
Highest purchase rate |
Sales ↑ ~23% |
|
Doubling facings |
Better visibility |
Sales ↑ ~20% (to plateau) |
|
Vertical facings |
Increased engagement |
Sales can double |
|
Product adjacency |
Encourages cross-category buys |
Profit ↑ ~3–7% |
|
Pulling facings forward |
Perception of stock fullness |
Supports sales |
Shelf layout is more than aesthetics. It’s about shaping how people shop, using psychology, data and clever design. Done well, it boosts visibility, basket size, and profit.
If you're planning a shelf reset or range refresh, we’d love to help bring these insights to life in your stores.
