5 signs it’s time for a package redesign

A package designer using a digital pen to modify a rendered product package

A brand manager may consider redesigning their packaging for many reasons: to improve protection, brand perception, speed of assembly, cost containment, revenue, and customer experience. 

Brands often face new packaging challenges during each stage of the product lifecycle. Whenever a brand manager sees key product metrics plateau or decline, it’s important to consider whether a package redesign would help reignite consumer interest.

Here are five key signs that it may be time for a package redesign:

  1. Formatted text representing a point made in the contentRelevance
    Maintaining relevant branding and messaging is more difficult than it used to be. “Brands need to be refreshed, modified, and revamped on a more regular basis,” explains Jay Tapp, Former Retail Packaging Specialist with Veritiv. “If you haven’t revamped your brand in five years or longer, there’s a good chance you may be losing synchronicity with the merchandising channels because they’re changing quickly and new channels are emerging all the time.”

  2. Competition
    Existing competitors are constantly innovating, and new ones are emerging every day. “It’s not only about traditional competitors, but also about disruptive technology,” Tapp says. “Consider at-home meal delivery kits, which have grown in popularity thanks to new cold chain packaging options.”

  3. Retailers demanding change
    Retailers are trying to stay relevant, avoid losing market share to e-commerce, and maintain compliance with different retail outlet requirements. As a result, Tapp says, retailers are demanding change from wholesalers. “They [retailers] want to create an experience that is intriguing enough to get consumers to shop in person instead of going online. This thought process is driving an increased need for retail-ready and shelf ready packaging.”

  4. Seasonality
    “Retailers are always looking forward to the next key buying day and trying to create new seasonal opportunities beyond Christmas,” Tapp explains. Launching new packaging to take advantage of holidays and seasonal shopping can give brands a boost for the entire year. Working with a packaging partner with in-house design, testing, and a national distribution network helps ensure success.

  5. Slowing sales
    If a company is seeing declines in product, category, or channel sales, a package redesign is a strategy that could help. As brands begin discussing a redesign, Jim Ollmann, Packaging Design Director with Veritiv, recommends considering the total cost of the packaging. “Step back from focusing on the individual product,” he suggests. “Think about all the elements that contribute to the cost, such as inventory, assembly costs, cube utilization, sustainability, and more. Develop a total cost solution that delivers efficiency while contributing to higher sales.”

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While redesigning packaging helps alleviate these challenges in the short term, it’s important to consider the long-term effects of disruptive technology and product distribution channel changes.

Work with an experienced team of product designers, and your brand can develop a cohesive packaging solution that helps regenerate growth in the near term while sustaining it in the future.