Reducing risks when modernizing packaging
Why it matters: Poorly handled packaging redesigns, which involve substantial investment, risk damaging brand recognition and performance for businesses.
- Adelaide University's Ehrenberg-Bass Institute research, led by Dr. William Caruso, found that successful packaging redesigns must balance perceived modernity with the preservation of distinctive brand assets.
- Dr. Caruso advises companies to modernize packaging only when likability has measurably declined, rather than simply following trends, and to use research to track likability and test brand identification.
- The study, published in the Journal of Retailing and Consumer Services, surveyed primary household shoppers in the US and UK, aligning with existing research on holistic consumer responses to packaging while uniquely integrating modernization with familiarity, likability, and purchase intent.
New research from Adelaide University reveals that while modernization is a common goal in packaging redesign, successful updates hinge on increasing perceived modernity without sacrificing recognizable brand cues. The study emphasizes that removing distinctive visual elements like colors or logos can weaken consumer familiarity and purchase intent, a risk illustrated by past redesign failures.
