Question: “Do I need to update my packaging?”
And how to ensure that you make the most of the investment?
This post is helpful IF:
- You are feeling like your products are due for a packaging update
- AND you want to ensure that your packaging update hits more goals for your business, product and brand!
As a packaging designer, I love working with clients who are clear on their goals and see the bigger value that strong design can bring to their product, marketing, sales and brand.
Consider these 5 Packaging Self-Audit Prompts to ensure you make the most of your investment.
➊ PROMPT 1: Will new packaging bring my products into visual cohesion with my brand?
If you have recently undergone a rebrand then it makes sense to update your packaging so that your new branding can be applied onto your packaging to bring things back into alignment.
➋ PROMPT 2: Can new packaging make production more efficient for scaling up?
This comes from having a visual packaging design system which can help you scale up your SKUs or production quickly and effectively. A visual packaging design system means having a clear way for organising the information on your packaging so each SKU or launch feels more effective, easier and spacious.
It may mean defining certain variables such as your packaging supplier, printer and designer to improve the efficiency of your process.
➌ PROMPT 3: Do I need to create more brand trust and recognition?
Packaging is one of your core tools for selling, marketing, branding and protecting your product offering. When you have poorly designed packaging, it can ruin the overall experience of your product.
It can deter people from purchasing your product if they don't emotionally trust your brand to deliver their expectations on quality and effectiveness.
➍ PROMPT 4: Do I need to source stronger packaging to avoid damages in shipping?
This can feel like a huge headache when you finally send out a product delivery to your customer only to find out that you have to issue out a refund to cover damages or leakages.
Your product and packaging development process should consider the best type of packaging material or format so that you can include this in your COGs and pricing
➎ PROMPT 5: Can my new packaging create a stronger marketing touchpoint for my brand and product?
This will be the case if your product-based brand's marketing strategy requires strong product photography and/or UGC. If you have lack-lustre packaging that doesn't align with the quality, value or pricing of your product offering inside, any UGC or photography won't have the desired impact on your ideal customer.
If you answered YES to at least 2 of these prompts...
Then a packaging design update will ensure you are hitting more goals and leveraging the power of packaging to maximise your investment.
