Redesigning or refreshing your packaging is an investment of both resources and time – but sometimes can be a necessary step.
Your product packaging is a vital part of your sales strategy as well as your brand. It’s something your customers can touch, see, interact with – and according to a study by McKinsey & Company, “Up to 40 percent of shoppers change their minds because of something they see, learn, or do [in-store] – say packaging, placement or interactions with salespeople.” In short – packaging has the power to literally make or break a product.
Updating or fully redesigning your packaging can have a positive influence on your ROI, such as opening up discussions with new markets, new customers and new distribution channels – and that’s just for starters. It can also help resolve a multitude of issues from unclear messaging, to lack of visibility on shelf, driving consumer purchase decisions, to product category confusion. We recently had a prospective client tell us that buyers had given them feedback that their bottle shape – a beverage product – looked like they were selling salad dressing. According to a Nielsen CPG Innovation Report, “the return on investment is far greater than that of advertising and promotion (for package redesign). And the gain is long-lasting.”
We also know that consumers are paying more attention to design than ever. Historically, it has been proven that there is a direct correlation between design spend and market share. According to the OgilvyAction study, “This means that the in-store environment is highly lucrative to attract Shoppers when they are in-store & ready to spend, but if it’s too hard to find what they’re looking for, many Shoppers will simply walk away.
The best examples of great packaging design are the result of a successful collaboration between the brand, their design agency, marketing team, and their supply chain team. It is imperative to find the right designer who will be sensitive to your brand, who understands package design and all its nuances, and a designer who is a marketing specialist who can help with communicating clearly and on brand.
Take a look at the checklist below to see if redesigning your packaging is necessary.
Reasons to refresh or redesign:
- There have been major changes to your brand – name change, new logo, new positioning.
- Your goal is to better establish your brand and make it instantly recognizable amongst other brands in your category; you’re looking for new strategic positioning for your brand.
- You want to compete in a highly competitive space by being distinctive and visible on-shelf;
- You want to increase market share;
- Your product isn’t standing out on-shelf – you’d like improved visibility;
- Your messaging could use an overhaul – you need packaging that clearly communicates your brand story and promise as well as your products’ unique selling attributes and benefits;
- You’d like higher engagement with customers at shelf level. Does your packaging make customers fall in love with your product? Does it clearly articulate your brand story and your product’s purpose?;
- You’d like your packaging to work harder – is it smart, functional, clever, creative and true to your brand?;
- You’ve added a lot of SKUs, and customers are having trouble telling the difference between Chocolate and Chili Spice.
Your package design, if done well, is the most important element of winning your customer at point-of-sale. If you meet with Elements (via phone or in person), in an hour we can tell you if a package redesign is the right step for your brand. Contact us today!
