The 3M Claw™ Drywall Picture Hanger is a new, tool-free solution for heavyweight hanging – combining the holding power of traditional hardware with ease of installation. The packaging design needed to convey strength, trust, and communicate the tool-free benefit.

Through exploring a range of design concepts from benefit-led to product education-led, the weight-forward designs rise to the top in both qualitative and quantitative consumer studies as the lead approach. Through the use of bold typography, steely grey background, and bright color bands to differentiate weight claim increments, the final packaging delivers on trust, precision, and confidence. A set of clear 3-step illustrations “MARK, PUSH, HANG” communicates the ease of use to minimize user barriers. The packaging also echoes details from the hanger design, such as the center notch used for alignment, chamfered corners, and the diagonal line pattern, to create a consistent brand experience.