5 Signs your Business Needs to Update its Packaging Design Strategy

Your product packaging has to do a lot. The contents inside aren’t the only thing it’s required to carry; product packaging plays a part in shouldering your brand’s reputation too.

And while safely sealing and protecting what’s inside matters, making a visual impact in line with your brand as a whole is just as important, especially if it’s a first impression. So whether it’s online or instore, poor-quality packaging might be what’s standing between paying customers and the product itself.

If you’ve noticed sales dropping, you’ve been receiving more negative feedback or returns are increasing lately, you may need to rethink – or introduce – a packaging design strategy. We’ll guide you through why they matter, and why you might need one in more detail below.

Before we go any further, let’s look at what we mean by a packaging design strategy.

As well as defining the approach to packaging design, a packaging design strategy outlines how packaging will support the overarching goals of the business as a whole. It both strengthens the efforts of packaging teams and enforces the principles with which the entire organisation functions.

It can also benefit you in a number of different ways too…

Builds a positive and trusting first impression

If a consumer happens upon your product online or in-store, then low-quality packaging sends them no stronger a message: the product inside is of the same quality too.

Well-branded, effective packaging design, on the other hand, tends to have the opposite effect. Professional, brand-consistent packaging is memorable, increases brand recognition and strengthens the perception of your organisation as a modern, authentic business.

Differentiates your brand

In a crowded market, standing out is essential. Eye-catching packaging can help to stop consumers from the endless scroll of online shopping or in-store browsing’s idle skimming.

Bold branding that speaks to your business’ values and personality is one way of setting you apart from your competitors, but don’t forget about the value you can offer to consumers either. What does your product (or your product’s packaging) do that your competitors don’t? Can you mention these benefits on the packaging itself?

Aligns with customer values and trends

Any well-researched business strategy will feature insights into what makes its target audience tick, with information on their demographic background, interests, where they can be found online and their wants and needs.

And since effective packaging design is a reflection of a business’ wider organisational goals and strategy, it makes sense to use these insights to guide the direction and outcomes of your packaging’s design. If you’ve found that environmental issues are something your audience are concerned about, for instance then basing your design strategy around using more environmentally friendly product packaging materials should be the logical outcome.

Think it’s time to refresh your packaging strategy, but can’t quite put your finger on why? If you’ve noticed one or more of these signs, it might be a good idea to rethink your business’ packaging design strategy.

Your packaging is outdated

If it’s been a good five or so years since you updated your packaging design, then there’s a good chance it’s looking old-fashioned compared to your competitors. A lot can change in that time too; design trends come and go, consumers favour different things, your brand may have a fresh set of values.

If it’s time to update your packaging, then don’t forget that best designs are able to adapt and evolve to current trends and expectations. Don’t settle for staying current for the time being, aim to stay current all the time.

You’ve noticed a reduction in sales

If your packaging no longer speaks to your customers, they’ll gravitate to a brand whose packaging does – and put other consumers off by leaving negative feedback online. When this happens, sales can start to decrease and with fewer sales, you’ll fall behind competitors.

Should you or your sales team notice a drop in sales, rethinking packaging design can help reignite interest in your product by more effectively communicating your brand’s value and how it can cater to once-lapsed customers.

Business costs are rising

Maybe your sales are fairly steady but the packaging is actually costing your business and making you less across the year.

Is your packaging optimised for the contents inside? If it’s too big, for instance, then you’re likely paying to ship air since couriers charge by volume as well as weight. The same goes for any void fill used to make your products fit.

Getting the sizing of your packaging right, even a reduction of a few millimetres, can keep costs down by slotting into a lower courier tariff bracket.

Product materials aren’t sustainable

The incorrect packaging size can also contribute to unnecessary waste. For environmentally conscious consumers, excessive package makes the decision to purchase elsewhere an easy one.

If you’re still using unsustainable materials in your packaging, then you’re putting yourself at a considerable commercial disadvantage. With growing demand for businesses do practice more ethical, environmental processes, the time is right to put recyclable ready or compostable options made from alternative materials into your packaging design strategy.

You’re not following industry regulations

It’s highly likely that the regulatory landscape has changed since your product first launched. As such, you might need to adjust your packaging based on what the latest regulatory requirements dictate regarding labelling, nutrition and freshness claims.

Similarly, retailers may demand changes to your packaging if they’re seen as underperforming instore. Your packaging design strategy should be able to adapt to changes when they arise, so some preparedness or retailer pushback will most certainly help you during unforeseen situations.

Looking to optimise your packaging design strategy, but need some additional guidance?

With over four decades of expertise helping businesses across the Food, Pet Food, Health & Sports Nutrition, Building & Chemical and Lawn & Garden industries, our innovative, sustainable approach to packaging serves to resolve the challenges you may be facing with your current packaging strategy.

Talk to us today, head here for more info on contacting the Tyler team.