10 Packaging Redesign Mistakes to Avoid

Redesigning a product requires thorough planning and careful execution. It involves rethinking the brand identity, considering market trends, efficient production and logistics, adequate market research, and much more.

Unfortunately, businesses often overlook several critical elements, leading to ineffective design changes that can adversely impact their brand reputation and sales. This article sheds light on these common pitfalls and provides guidance on averting them in your redesign process.

The Importance of Brand Identity in a Package Redesign

One of the key aspects of any packaging redesign is ensuring your brand identity is clearly communicated. When it comes to product packaging design, the logo design, color scheme, and even the choice of typography should reflect your business’s core values, mission, and vision.

When redesigning your packaging design, always remember that the package is an extension of your brand. A minimalist package design might work for a brand that exudes simplicity and sophistication. At the same time, a rich text element could be incorporated into the packaging design of a brand that prides itself on elegance and luxury.

Common Package Redesign Pitfalls

Keeping brand identity in mind, avoid these common mistakes:

  • 1. Ignoring Current Brand Perception

    Product packaging is not just a container for your food and beverage products—it’s also a medium through which customers perceive your brand. The current perception of your brand should guide your packaging redesign process. Not considering how your brand is currently perceived can lead to a disconnect between the redesigned packaging design and the customer’s expectations.

    For instance, if your iconic brand is known for its gourmet toffee and the packaging has always featured a distinctive font and vintage artwork flow, a modern package design might be jarring for your loyal customers.

  • 2. Overcomplicated Packaging

    An overcomplicated package design can overwhelm consumers with too much visual information, making it difficult to quickly understand the product’s key features and benefits. This can lead to confusion, decreased brand recognition, and, ultimately, a negative impact on sales and market competitiveness.

    Consider when Tropicana attempted to simplify its packaging designs as part of a major package redesign. This idea ended up doing the opposite of its intended purpose, with the outcome being a significant drop in sales worth $30 million. Loyal customers couldn’t recognize the redesigned packaging on the shelves and didn’t appreciate the changes made to the popular point products in their product line.

  • 3. Inconsistent Branding

    An inconsistent package design, characterized by varying design elements and branding across products, can erode brand identity and weaken consumer recognition. This lack of cohesion can lead to confusion, diminished trust, and reduced brand loyalty as customers struggle to connect with and identify products from the same brand.

  • 4. Use of Inappropriate Colors or Fonts

    A major mistake in package redesign is using inappropriate colors or fonts. Colors evoke emotions and can trigger certain behaviors. The wrong choice of colors could convey the wrong message to potential customers. Additionally, fonts have their own personality and should align with the brand’s voice. Misaligned font choices can lead to a disjointed customer experience.

  • 5. Failing to Utilize Space Efficiently

    Product labels are more than just compliant info dumps. They’re also valuable real estate for effective communication. Efficient use of space can add more flavor to your products with engaging stories, fun facts, or even serving suggestions.

Need tips for designing a logo to its fullest potential? We can help.

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  • 6. Not Considering Market Changes and Trends

    One of the severe mistakes businesses often make during a packaging redesign is neglecting market research. It’s easy to become enamored with a new package design without considering if it resonates with the target demographic. Brands need to anticipate and respond to dynamic content shifts in consumer behavior. For instance, adopting a sustainable packaging redesign could not only boost your brand’s image but also lead to boosted sales.

  • 7. Not Gathering Adequate Feedback Before Launch

    Feedback is a critical part of any packaging redesign project. The prime objective of a redesign is to improve upon the current package, achieve a dynamic content flow, and enrich the product’s overall appeal.

    Take a longstanding cereal brand, for instance. Suppose they hired a graphic designer for packaging redesigns and ended up with a pop display that looked more suited to a children’s product line due to the rainbow of colors used. Gathering consumer and retailer feedback during the redesign project could’ve steered the choice of color palette and boldness so the final redesign wouldn’t seem misplaced.

  • 8. Forgetting to Update Necessary Product Information

    Along with artwork flow and package design, updated information is critical in product packaging. This entails the inclusion of relevant information like nutritional details, allergens, product origin, manufacturing date, and expiration date, ensuring the customer is well informed about the product they’re buying.

    Neglecting to update these details during a packaging redesign could lead to compliance issues and a loss of consumer trust. From a business standpoint, the product information on the package is as significant as the logo design or color scheme.

  • 9. Not Considering the Timing of the Launch

    The timing of your new product package launch plays a crucial role in attracting customers. We wouldn’t suggest launching a Christmas-themed candy bar in May! Hence, always introduce your new packaging design according to the market trends and your point products’ sales cycle.

  • 10. Neglecting Post-Launch Consumer Feedback

    Another pitfall involves underestimating the importance of post-launch consumer feedback. The real test of a redesigned packaging design starts when the product hits the shelves. Product labels, logo design, and package redesign are all key elements directly impacting how customers perceive a product.

    Modern or luxury package design can make a product stand out. But whether it resonates with your target audience or not can only be known by hearing directly from the consumers. Their feedback is invaluable in confirming whether the packaging redesign project was a success or if further tweaks are needed.

Trying to Figure Out the Perfect Package Design Formula? Get in Touch With DePersico Creative

Are you looking to give your product the attention it deserves? Look no further than DePersico Creative! With over 40 years of experience, we specialize in strategic food package designs that will make your product stand out on the shelves. From eye-catching logos that create positive associations with your brand to carefully crafted food labels that send a clear and compelling message, we ensure every element of your packaging contributes to your success.

Learn more about our proven solutions. Contact us today.

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