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12 top-level considerations for revitalizing package design

Only half of all packaging redesigns increase sales, so before you make a change in your packaging, make sure to consider all aspects of the new design.

The revitalized Purex packaging built on the brand’s heritage foundation as it blossomed into full bloom, creating a dynamic and contemporary look via some skillful pruning and nurturing.
The revitalized Purex packaging built on the brand’s heritage foundation as it blossomed into full bloom, creating a dynamic and contemporary look via some skillful pruning and nurturing.

It’s not always easy to decide when it’s the right time to update, or “revitalize,” your packaging. 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.

1. 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 for previous brand images in past packaging and advertising—and in consumers’ minds. Know what the brand represents to its loyal consumers, 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?

2. Expect the politics of heritage. Change can be difficult. Many brand owners have a 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 can often be 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 brand activation support from both marketing and advertising campaigns.

3. Understand loyal customers. What are your customers loyal to, exactly? How might they react to a change? Understand what consumers expect and what they look for. Learn how consumers shop for your product. Be aware that today’s consumers are less brand loyal than in previous generations, so it’s a delicate balance to create new excitement while remaining familiar and trusted. Sometimes it can make strategic sense to rely on the brand logo to carry a lot of weight. If you find that consumers have great loyalty, trust, and reverence for your brand in isolation, you may have greater leeway to experiment with bold designs.

4. Understand the strategic objectives. With every strategic decision come risks, so try to identify and target the brand’s specific “problems.” Keeping ahead of private-label competition and keeping ahead of counterfeiters are both good motivation, but frequent changes can dilute brand attachment when not managed with care. Defending your brand doesn’t just mean security features or hard-to-copy effects. Defending brand value today often means offering something new. Is there new ownership or management? Are you planning a new campaign, expansion, extension, or direction? Will there be room to revitalize again in a few years? Step back and remind yourself: Don’t engage in change for its own sake. Any change has to make strategic sense.

5. Know when NOT to revitalize. Should you defend your brand before you find yourself in a defensive position? Look at the competition set. Does your product look “dated”? Notice how print quality has been improving on many retail packages. Has your category left you behind? The truth is, not many products or packages look “cheap” today. If yours does, you’ll stand out for the wrong reasons. Even if your packaging doesn’t communicate the wrong message, find out if it is communicating the right one. Maybe a new shape, structure, or material will help your package stand out. But will the investment result in a quick return on investment? Market research can sometimes tell you if there’s opportunity for quick ROI by exploring new market territory. If you have the resources, pilot tests in limited markets offer the best evidence of ROI potential.

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