• Thinking
  • Blog

• Email
• Facebook
• LinkedIn
• Twitter

Why Most Package Design Refreshes Flop

July 27, 2011 at 5:20 pm by Ted Mininni

Contemporizing packaging is routinely executed by consumer product companies, but the end result is not always good. According to research conducted by Perception Research Services, “10% of package redesigns spike sales and 20% spur declines”.

This clearly points to a problem with the way packaging is being revitalized. Even major brands have been guilty of improper package refreshes, resulting in considerable consumer pushback in highly competitive product categories. How could any of us forget the Tropicana debacle of a couple of years ago?

So before beginning a package refresh, let’s ask the following questions:

• What are we trying to achieve with this revitalization?
• Which core visual assets should be retained and even augmented? (Better ask consumers about this one!)
• Does our refresh need simplification, better segmentation, stronger visual appeal? Or does it need a structural change to make the packaging more conducive to the customer’s use?

Visual brand assets must be guarded zealously – especially if they own considerable equity. Package design changes that play up key visual assets will win at retail. Likewise, simplifying to better segment and clarify varieties is generally well-received by busy consumers.

On the flip side, diminishing or downplaying key assets or making it harder to discern varieties will lead to confusion or outright repudiation by consumers.

After assessing what really needs to be done, we can proceed with the knowledge that the package refresh is much more likely to succeed at retail. More sales, better turns and stronger consumer engagement must always be the end goal; otherwise, it isn’t worth executing a package revitalization.

Questions:

• Aside from the Tropicana debacle, can you cite examples of package revitalization gone awry?
• What would you add to the list of issues to consider before beginning a package refresh?

What are your thoughts on this topic? I’d love to hear from you.

Categories: