This is a very interesting article written by an Australian packaging designer at Jam & Co, a Sydney-based design agency. The author discusses how his clients often rush into re-designing their packaging for all the wrong reasons. He gives 4 scenarios where brands feel under pressure to take some action and often wrongly conclude that a packaging redesign may be the answer. He explains the four situations when a packaging redesign is not the answer and how a more long-term, strategic approach to packaging design will help companies to resist this pressure.
a) the packaging’s design hasn’t been changed in a long time
b) a competitor has recently changed their packaging
c) a retail customer has demanded packaging changes
d) internal pressure to cut costs
He argues that none of the above reasons alone is a sufficient reason to commence a major packaging redesign.
From his experience of working on the packaging design for many companies, he concludes that it is very rare for a packaging update to be based on a proactive strategy and as part of an overall examination of the marketing mix for that product
He explains that packaging is an important part of the “marketing mix” of a product. The marketing mix consists of between four to 7 elements, depending on which model you use. However, it always includes product, price, promotion and place (distribution). A quick look at a visual representation of a marketing mix shows that packaging is an element of the product marketing mix.
He states that a decision to begin a packaging redesign should be the end result of the creation of an in-depth examination of the marketing mix or strategic plan for that product (which he calls An Evolutionary Strategic Brand Plan).
He lists in detail a number of elements which should be considered in this plan. He outlines how an Evolutionary Strategic Brand Plan will assist brand managers in keeping existing consumers happy and will also look to the future to attract new consumers.
The evolutionary strategic brand plan will take account of emerging market trends, strengths, weaknesses, opportunities and threats in the environment.
Overall, the author believes that if brand managers follow an Evolutionary Strategic Brand Plan, they will react to the four scenarios listed above in a way that is beneficial to the brand. In some cases, the correct reaction may be to change nothing at all.
If you are considering a packaging design change, we at Dollard Packaging would be happy to discuss your needs with you before you decide to make the change. 01 847 00 44