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Evolving your packaging makes ROI sense

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.

The Bardot brand transforms ice cream from something usual to something sensual.
The Bardot brand transforms ice cream from something usual to something sensual.

Packaging plays a crucial role in a brand’s success. Packaging design can often make the difference in a consumer choosing one product over the other.

What makes your product stand out? Does it have a unique or memorable design? 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.

Below are a few ideas that can help you get the most out of your brand’s package design:

• Packaging shouldn’t be a one-off project. Packaging plays a key role in defining your brand and driving relevance in this fast-paced market. Revitalizing a brand’s packaging presents opportunities for new and established brands to break out of the clutter and let their identity shine. Don’t think of refreshing your packaging as a project with an end date; instead, the “evolution of packaging” should be a regular conversation and strategic choice as your brand strategy evolves.

• Ground your brand in its core. Redesigning a package requires brands to be very clear about their ownable equities (and those they wish to own) so they can remain consistent at the core and drive consumer relevance at the same time. Getting help from a branding or packaging firm can help identify and strengthen ownable equities. Whether this includes evolving your brandmark or just those equities that bring your products’ benefits to life, partners can help you stay true to your brand’s core while injecting fresh elements into it.

• Keep it simple. Consumers are overloaded and don’t have time to figure out your brand. If your package is too complicated, the consumer will move on in mere seconds. Simple ideas are best understood by consumers when you don’t have lots of marketing dollars to explain your big idea or the meaning behind your nomenclature. Start with crafting efficient and effective priorities of communication (POC). Brand teams often create briefs listing seven to 10 (or more!) POCs for a tiny front label. Consumers get lost after three, so make sure you prioritize the most important aspects of your brand. You can share all of the other information on side or back labels—or better yet, in other media sources.

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