Packaging Logo February 13, 2013 Forward
Package Development
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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 >>
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.
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