Strategy

Only 50% of new package designs provide a notable 
improvement over existing packaging. 
This article pinpoints common 
missteps, and provides tips on 
successful redesign.

As a packaging professional with more than 40 years of experience in package design and development, all of the large consumer product companies I have been associated with have faced many design challenges in making sure each package had the best appearance possible at retail, yet also conveyed a quality product to consumers.

While the ROI of a package’s design can be difficult to measure, the cost of not refreshing your packaging can be more expensive than actively managing it over time.

Packaging addresses nonadherence by staying with patients and/or caregivers, and building outward with other tools that link to or key off the package.