Packaging Logo February 13, 2013 Forward
Package Development
Tag Top
background image
Top-level considerations for...
revitalizing package design
main image By Ron Romanik, Contributing Editor
It's not always easy to decide when is the right time to update, or "revitalize," a package design. There are many factors to consider, but the motivation is often out of many brand owners' hands.

The current competitive environment is driving frequent package design changes in a number of ways: Retailers are asking for new and better packaging, new entries are driving constant innovation, existing brands are piling on the SKUs, private-label products are changing the rules, regulations are requiring more information on packaging, and sustainability improvement requests are becoming ubiquitous.

Here's what to consider when updating packaging design:

Explore the brand history and its equities.

Study the current and past package designs closely. Consult previous design firms or advertising agencies. Marketers should dig deep to uncover previous brand images in packaging and advertising-and in consumers' minds. Know what the brand represents, where it has been, and where it can go. And-just as importantly-know what the brand is NOT. A brand shouldn't try to be everything to everyone. It's totally possible that the brand exists as an idea, or a value, that is not tied to words, colors, or shapes. It may have no tangible visual or verbal equities, but that is rare. What is the brand story that consumers connect with? How can you enhance that emotional experience? What are the equities, the key visual messages, and the brand aspects that need to be future-oriented?

Expect the politics of heritage.

Many brand owners have an unhealthy, sentimental attachment to the past. They believe that their brand logo or primary colors are a large part of their success, when the truth might actually be that those design elements are holding the brand back. In addition, some brand owners believe package design is an additive exercise, where more is better, when the opposite is usually true. Too many marketing messages can inhibit brand communication. And finally, some brand owners believe the package can do everything single-handedly. As much as a package represents a brand, most times a significant packaging change will benefit greatly from both marketing and advertising support.
Read more tips on revitalizing package design...
New materials and containers
New Materials and Containers 1 New Materials and Containers 2
Drink packaging with square shape, double gusset >> ROPP aluminum screw cap PET bottles >>
New Materials and Containers 3 New Materials and Containers 4
Water-based flexographic ink >> Eco-friendly carton, closure >>
Supplier News
WS Packaging Group acquires Label World >> Pregis promotes Sepanik to national product manager >>
Supplier News Supplier News
Mold-Rite Plastics acquires Weatherchem Corp. >> Klöckner Pentaplast announces global expansion >>
Video
Video
New hybrid printer for tablet blister packs adds serialization-capable digital printing capability
New hybrid printer for blister machines features 2 modules, one that utilizes a print mat, and one that is digital. This system allows for multi-color, large coverage, and a low operating cost. Allows for serialization of data, including bar, matrix, and alphanumeric codes.
Diagonal Line
Get the Playbook!
Playbook Packaging World’s free, comprehensive Package Development Playbook jam-packed with strategies for success, best practices, and pitfalls to avoid.

Download Playbook
» Find machinery and material suppliers
» Post a job for free (share this with your HR dept)
» See packaging jobs
» Reprint, re-use or license articles from this newsletter
This issue proudly brought to you by:
xpedx is Packaging Expertise
Diagonal Line
xpedx is Packaging Expertise®
xpedx helps you find smarter ways to market your products and generate profitable sales. By bundling together innovations in design, materials, equipment, workflow and logistics, you can lower costs, improve quality, promote sustainability and optimize the supply chain. Click this ad to learn more.
xpedx
xpedx is package design and engineering. xpedx is package design and engineering.
Your product is about to make its greatest journey: from the shop floor to the shopping cart. Along the way, it will have to survive the rigors of weather and travel, adhere to industry guidelines, support brand messaging and entice buyers to take action.
xpedx
xpedx is packaging materials. xpedx is packaging materials.
From stock to custom, cartons to bags, laminates to film – we have the resources and global reach you need to secure more return on investment.
xpedx
xpedx is equipment and workflow. xpedx is equipment and workflow.
We take the time to understand your packaging environment and then deliver solutions to optimize efficiency, enhance productivity, and reduce downtime.
xpedx
xpedx is logistics. xpedx is logistics.
As your products go from their point of origin to their point of consumption, they are susceptible to a multitude of inefficiencies that impact profitability. Look to xpedx to improve sourcing, handling and logistics throughout your entire packaging supply chain for more efficiency – and ultimately – more net value
xpedx
Announcements
Flexible packaging innovation gallery >>
Image Placeholder Looking for flexible packaging innovation? Check out Packaging World's Flexible Packaging Innovation Gallery—quickly browse through hundreds of images in a groundbreaking visual format. New images added monthly! Learn More »
Exclusively sponsored by: Glenroy
Read Packaging World on your iPad!
Packaging World Digital Edition App Download the Packaging World Magazine app. Manage your issues, read offline, and share content with peers. Learn More »
Packaging World Digital Edition App
Sponsored by:
Markem-Imaje
Tear Paper
The items in the "sponsored links" area are considered sponsored. Packaging World may share your contact information with sponsors
as detailed in our privacy policy, but we will NEVER share your contact information with a sponsor whose content you have not viewed.
You are receiving this email as a Packaging World subscriber or registered Web site user.
This email was sent to %%EMAIL%% by:
Summit Media Group, Inc.
330 N. Wabash Ave, Suite 2401
Chicago, IL 60611
United States of America
Manage e-mail preferences     Privacy Policy
Catch the video