Packaging Redesign: When & Why You Should Refresh Your Product Packaging?
Good Honest Bark underwent a total refresh: Left - Old, Right - New. You’ll find them in your local New World
Ever wondered if your packaging is still pulling its weight? If you’re contemplating it isn’t then that tells you already that it’s letting you down. The truth is, packaging can make or break that all-important first impression with your customers.
A well-timed refresh can do wonders, but redesigning your packaging isn’t a decision to make lightly. Let’s look at when a redesign is worth considering and the steps to take when you’re ready to get stuck in.
Key Indicators for a Packaging Refresh
One of the biggest reasons to redesign is that your target audience has evolved. Your original packaging might have been perfect for your launch, but is it still hitting home with your current customers? If the look and feel of your brand has moved on, or you’re aiming for a new demographic, your packaging needs to catch up.
Trends are another good indicator. Packaging that looked fresh and on-point a few years ago can start to feel dated as design trends change. For instance, minimalism is huge right now, especially for premium products, but maybe your look was established before this trend hit its stride. There’s also the competitive angle; if similar products have stepped up their game, a redesign could give you that edge back.
Let’s not forget the impact of sustainability. More than just a buzzword and something more and more brands are taking seriously - eco-friendly packaging choices are increasingly a factor in purchasing decisions. If your packaging isn’t hitting the mark on sustainability, updating it could appeal to conscious consumers and build your brand reputation.
How many times have you ever heard a customer say “I’m not buying that, it’s eco-friendly!” probably never. However for those that take sustainability serious it can definitely be the difference between them buying your product or another.
Sometimes it’s more about the natural evolution of your brand. Maybe you’ve rebranded, expanded your product line, or shifted your mission. Packaging that aligns with where your brand is now, rather than where it was, shows that you’re growing with your audience.
What to Keep in Mind
When you decide it’s time for a change, take a hot minute to think it through. First off, don’t forget to involve your customers. They’re the ones interacting with your packaging, and their feedback is gold. Finding out what resonates with them can help you keep elements they love while refreshing the parts that don’t quite hit the mark.
Budget is another practical consideration. Redesigns can be an investment, not only in the creative process but in the production phase, especially if new materials or features are involved. Timing matters, too—you don’t want a rushed rollout, so set realistic timelines that allow you to refine the design and test it properly before launching.
Speaking of testing, platforms like Stickybeak and Snapshot are great for feedback if you want real-world feedback. It’s one of the best ways to ensure your redesign is hitting the mark before you spend thousands rolling it out to market.
Redesigning your packaging can be a game-changer, but it’s all about timing and preparation. When done well, a refresh can not only capture attention but further enhance the connection you’ve built with your customer.
If this is something you’re considering undertaking download our free ‘Master your Product Packaging’ guide with a lot of helpful info like key considerations, recommendations for suppliers and food scientists etc, barcode info and a word or two on sustainability from Environmental Scientist Millie Taylor.
