Closets and Home Organization - Support for shelving

I'm planning to build a set of 11' shelves along a wall in the laundry room. The wall is plaster, so I'm having trouble finding studs.

I haven't decided definitively on whether or not to go with a double slotted hook system (like what Rubbermaid makes as seen here (http://www.homedepot.com/webapp/wcs/stores/servlet/ProductDisplay?storeId=10051&langId=-1&catalogId=10053&productId=100047070&N=10000003+90034+501349)) or a build-it-myself solution using standard 4'x4', 2'x4' with 1'x2' braces on the wall and melamine shelves. I'm leaning towards building it myself so that I can make it a bit more customized.

Any suggestions on which to go with as well as how to best secure the shelves so that they don't rip the plaster wall off? They will be used for typical pantry items - cereal, canned goods, etc.

Thanks!

The manufactured system does not allow the shelves to rest against the wall. The shelves will be away from the wall by the thickness of the hardware. A deep scan stud finder should locate the studs.