Why Change The Packaging Of My Products?
While thousands of references appear each year on supermarket shelves, only 30% will manage to survive their first year of existence. If the consumer only takes a few seconds to scan the products, it is because he knows what suits him and what he will never turn to.
And brands are waging a fierce struggle today to meet this constantly changing demand. Adjustments, color changes, progression of the graphic line, attracting new consumers who agree, but not to the detriment of regular customers!
Changing the packaging of your products is therefore much more complex than it seems.
Contents
1 Change the packaging of my products, what for?
1.1 Stay in tune with the times
1.2 Get a new visual at a lower cost
1.3 Stand out through innovation
1.4 Introducing new ranges
1.5 Reaffirming your message
2 When should YOUchange the packaging of my products?
2.1 My product has changed
2.2 My packaging is a few years late
2.3 My range has just been completed with a new product
2.4 My competitors have just reviewed their packaging
2.5 The packaging system has evolved
2.6 YOUwould like to offer special packaging
2.7 YOUwant to appeal more to emotions
3 The key stages of my packaging change
4 Change product packaging: The final touch
Change The Packaging Of My Products, What For?
Finding your place in the marketing jungle is not easy! If a supermarket generally offers between 15,000 and 60,000 different products, the average consumer will mostly buy only 30 to 40. Also, to permanently stand out, there is only one solution: reinvent yourself over time!
We will take into account the product and the competition but also the standards in force for an infinity of new possible designs. Change the packaging of my products? The idea is very tempting for who wishes in particular:
Stay In Tune With The Times
It is well known, tastes and trends change and you must change with them. It only takes 6 years for consumers and the global market to have completely evolved.
Among your strategic choices, from colors to the creation of a new design, you will reposition your product in the current context to make it competitive again. The good news is that most of the time it will only be small adjustments. A strengthening of your brand image, a greener approach, an unforgettable unboxing experience, no matter as long as you stay in the race!
After numerous changes and a change to blue in the early 2000s, the beer brand Miller Lite has chosen to return to the original design in keeping with the current vintage trend.
Get A New Visual At A Lower Cost
If the change of packaging is often necessary, it inevitably has a cost that will not necessarily fit into your budget. In order to avoid systematically starting from scratch, a simple touch-up of your message or your graphic style will be all ways to surprise consumers.
A refreshed communication for a potential boost of your sales!
Stand Out Through Innovation
In the race to demarcate, the packaging must both respond to market trends while offering something different. Take into account the new players and the initiatives of your competitors to position yourself in the best possible way.
A delicate process at the end of which the consumer will still have to keep his bearings. It’s about surprising, not losing! Bet failed for Tropicana which tried in 2014 a radical change of its design. Result? 20% less sales. The essential straw orange has since made a comeback on packaging.
Introducing New Ranges
When launching your activity, you had a target audience in mind but is it always the same? Women, men, children, sportsmen or gourmets, perhaps it is time to address new audiences. We will pay particular attention here to the choice of colors and how to convey our message to appeal to the perception of the desired audience.
Reaffirming Your Message
It will finally be useful to see beyond the visual to think in terms of positioning. Is your message still clear or have successive improvements masked the essentials? Perhaps it is time to give up some superfluous elements.
When Should You Change The Packaging Of My Products?
Recently, the idea of a change of packaging is running through your head but when is the right time to work on it? In fact, there is always a good reason to start.
My Product Has Changed
And yes, the same product can evolve over time whether it is its formula or its capacity. In question, a constant search for practicality and current ethical values which have nothing more to do with those of yesterday. But it could also be a change of direction within the company and a marketing line redesigned in depth.
Display loud and clear the evolution of your work through a new graphic design which will be perfectly transparent for future users. New product – new product box.
My Packaging Is A Few Years Old
Still stuck in the brightly loaded designs of the 90s? You have to reinvent yourself. Vintage, we love it, but it has to be carefully worked on or it will be completely out of date. What we notice with current trends is that a refined visual is much more meaningful today than a product saturated with information.
So we take the time to do a little cleaning to address the consumer more directly.
My Range Has Just Been Completed With A New Product
The introduction of a new product from the same range is an opportunity for a small variation of your packaging. We will focus mainly on colors and some simple elements here without touching on the overall aspect which should remain consistent with the whole. Simple adjustments that are important, however. A bad choice of colors and you will miss the target audience or it is the flavor of your product that will be poorly highlighted, in the context of food packaging.
In other words, there is no question of choosing the first color that came or that of the moment, if it does not correspond to the product offered. And we think twice before opting for shades already made famous by other big brands! The Louisville Vegan Jerky brand has chosen to decline the vintage look of its vegan dried meat sachets in different colors depending on the flavors.
My Competitors Have Just Reviewed Their Packaging
A permanent competitive intelligence will be the ideal way to never be left behind.The packaging system has evolved. It’s not just trends that are changing. There are also the mandatory indications and the packaging standards which harden over time but it may also be technical advances to which you will benefit.
These will be particularly rigorous in the context of food. Nutritional benefits, ingredients, traceability, do not exclude any detail to put the customer in confidence. And since we are talking about the customer, a change of packaging allowing better conservation or simplified use will always be appreciated!
As marketers, we should shift our mantra from “always attracting new customers” to “always helping our customers”.
You Like To Offer Special Packaging
For the end of year celebrations, Easter or Mother’s Day, to support an ecological cause or an event, everything is a pretext for personalization! The opportunity to offer limited editions that are sure to have a little effect. The idea is particularly developed in the world of chocolate.
Special packaging for Euro 2016 intended to encourage the English team.
You Really Need To Cut My Packaging Costs
The year was not necessarily good and the pretty packaging originally designed is definitely too expensive for you. A slight change is necessary to help you recoup your costs.
You Want To Appeal More To Emotions
Ask consumers why they chose one product over another. Most of them will not have a clue. This is because in terms of cosmetic, food or other product, 90% of the decision rests on the unconscious. And the unconscious is something intrinsically linked to our emotions.
Coca-Cola hit hard by offering bottles with names! What will be your own initiative?
The Key Stages Of My Packaging Change
You should know that changing the packaging of its products always involves an element of risk, but that it is even more risky not to seek to evolve. At this point, a long process of reflection awaits you. Imagine that Spotify has reviewed over 5000 shades of green before finalizing its new logo!
You look around, You compare trends, the proposals of my competitors. You analyze what works and take into account my own mistakes and those of others. You are not embarking on a radical change. First, bet on color, shape or a distinctive element to go smoothly without losing essential points of reference. And to ensure a positive reception of the public, we do not bet from the start on a price change.
You remain true and concise. The packaging is not a brochure! For good visibility, You put on some selected indications and faithful to what You really offer! You carefully create my design with Illustrator software or other free online creation software.
You am testing the effectiveness of my new packaging. On social networks, online or in limited quantities in stores, do not hesitate to observe and find out how your new product is received. The opportunity to make the last adjustments before the big launch!
Change Product Packaging: The Final Touch
The most important thing to change the packaging of your products is to do nothing at random.If you choose to reinvent your approach, it is because you have an idea in mind and you choose to reposition your brand in accordance with your objectives. At a time when times and tastes are constantly evolving, the packaging itself is no longer a finished product but a reflection of your brand at a given time.
And what works today will probably not work tomorrow.
In the meantime, throughout the process, PCB helps you develop the packaging according to your ideas and your guidelines. Ask our graphic designers for advice or take advantage of our customization software.
The rest of your projects are just a few clicks away!
