Packaging Design Ideas: Package design makeovers

Using intelligent research techniques make the difference between a mediocre makeover and a successful one

Packaging Innovation
Many factors can determine whether a brand is ready for a package design makeover: a shift in fashion, health trends, company restructuring or new government regulations. Maybe just the whim of new management declaring “That green has got to go!” can set an entire team in motion.

Deciding to update or relaunch consumer packaging based on misguided objectives can produce mixed results, or at least be extremely difficult to repair. One scenario often sees the package design change after the brand is in decline. Another occurs when the successful national brand is a winner and tampering with its equity alienates a loyal consumer following.

Evolutionary or revolutionary?
Most brands must evolve over time to stay competitive in the marketplace. An evolutionary approach shows a product gradually changed over time. Considered low-risk, changes are not consciously recognized.

More established, trusted brands may seek a revolutionary approach, where a new concept in both structural and visual terms is explored. Both can be a boost to brand value and market share if researched properly and with relevant data to validate the investment.

It makes sense to do some research before making wholesale changes. Out-dated focus group research will not give you the crucial data you need with this type of decision, because it is “opinion” based. Marketers need data that comes from relevant, behavior-based feedback.

Advanced focus group research techniques
Start by using a cell-based approach to focus group research. Use two different groups of customers: one group looks at the brand name, along with competing brand names, without any accompanying graphics, packaging, or value propositions. This is a way to measure brand value perception and preferences.

The second group looks at the brand packaging and POP material of you and your competitors, using the same parameters.

By separating these two groups, the research isolates the impact of the packaging design solution from the perception of the brand name alone. Showing the brand among its competitors keeps focus group participants in the shopping mindset and tests any signs of wear out.

By reviewing the data from the two groups, marketers can check the impact of the package design and work toward package design that alters consumer behavior in a way that is favorable.

It’s important not to ask focus group participants direct questions about price or design changes. This type of enquiry leads participants to express their opinion without revealing behavior. It also asks them to make a judgement without considering a purchase in a comparative environment.

Rather, focus group research should uncover questions such as: “Does the new design enhance or detract from brand value perception?” and “Does it provide a competitive advantage?”

As marketers, protecting our equity should be top priority when embarking on any product redesign, evolutionary or revolutionary. Recognizing key elements and avoiding confusion at retail is the safest and strongest course of action.

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