Sometimes it’s hard to know when to make a change, and when it comes to packaging design, there is no set rule. However, like any aspects of a brand, packaging can become outdated or ineffective over time. But knowing when to refresh your design can make a huge impact on how your products perform in the market.
In this blog, we will discuss the five signs that it might be time to update your packaging and what to watch for when planning the steps toward launching a new design.
1. Brand Evolution or Rebranding Efforts:
As your brand evolves, your packaging should reflect these changes. Whether you have introduced new brand values, updated your logo, or expanded your product line, your packaging must align with its current identity. A mismatch between your brand and packaging can confuse consumers and dilute brand equity. In fact, a recent study found that 52% of consumers are more likely to purchase a product if they feel a personal connection to the brand.
Consider how your packaging incorporates the Blink Factor in its design. In other words, the design should not only attract the eye — in the blink of an eye, it should also set the tone for the entire brand experience.
What to Watch For:
- Current updates to your brand’s logo, color scheme, or overall identity
- Expansions into new markets or product categories
- A shift in target audience demographics or preferences
2. Sustainability Demands
Sustainability has become a critical factor for consumers, particularly for those of the younger generations. A 2024 study found that 64% of Gen Z consumers consider a brand’s ethical practices, including sustainable packaging, before making a purchase. If your packaging doesn’t meet modern sustainability standards, it’s time for an update. This could mean switching to recycled materials, reducing plastic use, or adopting a more minimalistic design that uses fewer resources.
What to Watch For:
- Increasing consumer demands for eco-friendly products
- New regulations or industry standards promoting sustainability
- Direct competitors adopting more sustainable packaging practices
Image Source: Shutterstock
3. Outdated Graphics
Trends in packaging design can change frequently. What looked fresh and modern five years ago might now seem old-fashioned. An outdated design can make your product feel irrelevant, even if what’s inside is not. Today’s consumers expect designs that align with current trends, such as elegant minimalism, hyper-contrast, saturated pastels, flat graphics, and even interactive elements like QR codes. A refresh that incorporates current design trends will give your brand a modern look and feel.
However, it is important to note that there’s a risk in following trends too closely. If your brand’s core identity is compromised in the process, you may alienate loyal customers who appreciate the consistency and authenticity of your brand. Remember, trends will come and go but your brand’s values and promises are what create lasting connections with your consumers. A well-executed packaging update can revitalize your brand while still being recognizable to your audience.
What to Watch For:
- Declining customer engagement or interest in your product
- Feedback indicating that your packaging does not resonate with younger consumers or no longer resonates with your current consumers
Your biggest competitor refreshes their design
4. Ineffective Communication of Product Benefits
Packaging is your silent salesperson and should clearly communicate your product’s benefits and features. If consumers don’t immediately understand what your products offer, they’ll likely pass it by. Strategic communication through design can ensure that key information is prominently displayed and is easily recognized at a glance. This can be achieved through easy-to-read fonts, bold icons, visual hierarchy, and a clean layout that highlights the most important information.
For example, if a product’s primary benefit is fresh, natural ingredients, the packaging should prominently display this feature with text or high-quality images. The use of negative space can also help focus attention on these benefits, ensuring they stand out against other visual elements.
What to Watch For:
- Packaging that fails to highlight unique selling points
- The packaging design is cluttered and overwhelming to the eye
Outdated legacy claims that may remain true, but are no longer drivers of purchase in the category
5. Declining Sales or Market Share
A drop in sales can be a clear indicator that something isn’t resonating with consumers and packaging is often a contributing factor. A recent report shows that 64% of consumers tried a new product simply because the packaging caught their eye. In a competitive market, packaging can either attract or repel. Moreover, when buyers shop for similar products, even the slightest updates can undoubtedly stand out.
What to Watch For:
- A drop in sales figures despite consistent marketing efforts
Competitors with newer or innovative packaging gaining market share
Image Source: Shutterstock
Conclusion
Updating packaging design is all about keeping your brand relevant in the minds of consumers. By staying proactive to these signals, you can ensure that your products not only catches the eye of your consumers but also creates long-lasting connections that drive purchase decisions.
