When it comes to packaging, it is extremely important to stay consistent with your design so that your consumers can spot you easily and recognise your brand. However, there are times when it is a good idea to change your package design and, why not, spice it up a bit. But the question is: how do you know how often is too often?
As a company, you may come across different times when it’s prudent to change up your packaging. For instance, as the holidays approach, your customers may be more receptive to a festive, or wintry packaging theme. Your customers will surely appreciate a packaging design that reflects the Holiday Spirit. Additionally, packing your product in a more festive way may make the product more appropriate to be gifted, which could in turn boost sales.
A Change in Values
If your company has adopted a greener approach to business, you’ll want to adjust your packaging to align with it. Opting for recycled or more sustainable packaging materials may situate your product and company in a new market, as it would be a more desirable choice for consumers who are interested in reducing their carbon footprint.
Moreover, if you sponsor any major events or partner with any organizations, you could also alter your packaging to reflect the organizations you partner with in order to boost your public opinion, and in turn boost sales.
Keeping Up with the Times
Take a look at some of the major brands you know and you’ll see that for them consistency is key. This doesn’t work for everyone, though. If you find that your design is outdated (and not in a fun, retro way), then you may want to consider updating your packaging to have more modern features. Just remember not to stray too far from your original look, or your consumers may not recognize your brand.
It Blends in Too Easily
When you walk through a supermarket, take note of all of the different brands of each specific category. There are tons of options from which to choose, and most of the times, the product with the ‘loudest’ packaging wins.
That doesn’t necessarily mean you should go all out with bold designs and 3D text, but give your product the chance to stand out among the crowd. This type of change could be a simple one, such as cleaning up your design to make it easier to spot amongst competitors, or it could be a more drastic one featuring a complete new layout.
There is no rule on how often you should change up your packaging design, but just keep in mind the consumer’s point of view: if the packaging of your product is constantly changing and your customers struggle to find it each time they go to the store, it may not be worth the effort and they may end up switching to another brand.
So keep your message and brand image consistent throughout your packaging designs and make changes only when necessary or beneficial for your brand.