Packaging plays a critical role in how your product is perceived, protecting what’s inside while also shaping the customer experience. But how do you know when it’s time for a change? Whether driven by rebranding efforts, shifts in consumer preferences, or the need for a more sustainable approach, a packaging design update can help your brand stay relevant and competitive.
Time for Change?
There are several situations where you may consider a packaging design update.
- Rebranding: If your company is undergoing a rebranding process, it may be necessary to change your packaging design to align with the new brand image. This is what Dunkin’ did when they rebranded from Dunkin’ Donuts.
- Outdated design: If your packaging design is outdated or unappealing to customers, it may be time for a change to attract new customers and reflect the latest trends. Lean Cuisine did this by updating their packaging with bright colors and more a sleek design, attracting a new generation of customers.
- Product changes: If there have been changes to your product, such as a new formula or size, it may be necessary to update your packaging design to reflect these changes.
- Competition: If your competitors have updated their packaging design or introduced new products with more attractive packaging, it may be time to consider a change to stay competitive. RxBar did this with their health snacks after struggling in the health-foods market. By redesigning their packaging and boldly showing their simple ingredients right on the front of their packaging, sales skyrocketed.
- Environmental concerns: If your company is focused on sustainability and reducing waste, you may consider changing your packaging design to reflect this commitment. McDonalds is doing this with a variety of their take-out packages, including their iconic McFlurry.
The Process
Once you determine it’s time for a packaging design update, it’s time to start the process. Revitalizing your packaging isn’t something that can happen overnight. There have been plenty of “packaging fails” consumers still remember. To avoid these missteps and create packaging that is effective, you must intentionally define your goals, conduct research, and involve numerous stakeholders.
- Identify the Need for Change: The first step in the process of changing packaging design is to identify the need for change. This could be due to various reasons, such as outdated packaging, changing customer preferences, or the need to rebrand the product.
- Set Goals & Objectives: Once the need for change has been identified, the next step is to set goals and objectives for the new packaging. This could include improving the product’s shelf appeal, increasing sales, reducing costs, or enhancing sustainability.
- Conduct Research: The next step is to conduct research on the target audience, competitors, and industry trends. This will help in designing the new packaging that resonates well with the customers and stands out from the competition.
- Develop Concepts: Based on the research, the design team develops multiple concepts for the new packaging. These ideas are discussed and refined until the final design is chosen.
- Prototype Development: The chosen design is developed into a prototype, which includes a mock-up of the new packaging. This is an opportunity to test the design and make any necessary changes.
- Testing & Evaluation: The prototype is tested and evaluated to determine whether it meets the goals and objectives. This could include consumer testing, focus groups, and market research.
- Production & Launch: Once the design has been finalized, it’s time to move into production. The packaging is manufactured and launched in the market. The success of the new packaging can be measured by tracking sales and customer feedback.
Update Your Packaging with Purple Diamond
A successful packaging design update requires careful planning, research, and testing to ensure that the new design resonates with customers and meets your goals, whether they are to boost sales, improve sustainability, or align with rebranding efforts. This is where partnering with an experienced packaging firm can make all the difference. Purple Diamond specializes in packaging testing, design, and engineering, offering tailored solutions to ensure your packaging not only looks great but performs optimally in the real world. Whether you’re rethinking your packaging for cosmetic appeal, functionality, or environmental impact, contact our team to ensure your packaging is as innovative, reliable, and sustainable as your product.