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Pain Brings Gain: Packaging Redesign is Worth the Risk

Go for the long game when redesigning packaging. While sales may decline initially, the opportunities to boost your brand are worth the risk.

Chobani packaging
Chobani’s package redesign, with lean branding and color-coordinated lidstocks that correspond with the milk fat, single-handedly changed the yogurt category.

What’s your favorite sport? No matter what it is, there’s probably a new technique, critique, or technology available to level-up your game. Once you embrace a change, your performance might go into a slight decline. But that’s Okay. Any athlete knows that it takes time to adjust to the change and get into a new groove. After all, good changes usually bring about a gain in performance in the long run.

Tiger Woods is an exemplary model of this phenomenon. Each time he got a new coach, he saw a marked drop in his performance, but with practice, he eventually exceeded his prior standard.

What does this have to do with packaging? Quite a bit, actually.

See these other columns from Dr. R. Andrew Hurley, published in Packaging World magazine:

“Horror Vacui! Reevaluating Empty Design Space”

“Progressive Disclosure: The Full-Course Meal of Packaging”

Annual Outlook Report: Automation & Robotics
What's in store for CPGs in 2025 and beyond? <i>Packaging World</i> editors explore the survey responses from 118 brand owners, CPG, and FMCG <i>Packaging World</i> readers for its new Annual Outlook Report.
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Annual Outlook Report: Automation & Robotics
Conveying Innovations Report
Editors report on distinguishing characteristics that define each new product and collected video demonstrating the equipment or materials as displayed at the show. This topical report, winnowed from nearly 300 PACK EXPO collective booth visits, represents a categorized, organized account of individual items that were selected based on whether they were deemed to be both new, and truly innovative, based on decades of combined editorial experience in experiencing and evaluating PACK EXPO products.
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Conveying Innovations Report