4 Signs Your Packaging Needs an Update

When you do update your packaging, make sure it conveys the right message, offers value to the consumer, and distinguishes your product from the competition.

James Clark, Senior Editor

September 28, 2023

4 Min Read
Matthias Kulka / The Image Bank via Getty Images

Product packaging is one of the first things consumers notice; so it needs to be visually appealing. Your product appearance determines whether it sells … or sits on the shelf. An average product can benefit from a great design, while a poor packaging design can damage even the best product.

If your packaging is unclear, outdated, or boring, you cannot market your product successfully. So, timely changes are equally important as how it looks. But when should you update your packaging? 

Some companies revise their brands’ packaging over a specific period to keep it looking fresh and current. It may be time to update your packaging if you notice these four signs.



1. Design is outdated or boring.

You may need to update your packaging design if it seems old-fashioned compared to the current design trends. The packaging selections you made a decade ago will no longer be relevant to your brand or even your industry.

A change in packaging every year or two may cause you to lose loyal customers. Six years is sufficient time for a package design to be updated in the retail industry. But it should not be the only reason for packaging modification.

The marketer and designer must work together to carefully and respectfully design a package that ties into a relevant and strategic positioning for the target audience.



2. Competitors changed their packaging.

Sometimes customers switch to alternative products that come with a sleeker package. Keep an eye on changes your competitors make to their design because if they become successful with this, you can face declines in sales.

Look at what they’re doing right with their new packaging, and try to improve on it. Consider updating your own product packaging design if the changes are significant and align with current trends. Be sure to make any changes in accordance with your brand’s identity and values. By doing so, you can differentiate your company and products from your competitors.

When redesigning your packaging, select design elements that will set your product apart from your competitors. Depending on the nature, size, and shape of the product, as well as marketing considerations, retail products are mostly packaged in paperboard packaging, bags, pouches, sachets, rigid boxes, cans, or jars.   



3. Packaging cost is out of control.

There is a significant impact of time on packaging material costs. Due to the rising packaging cost, your business might make less every quarter, even if your sales are steady. It indicates you need some new packaging ideas.

Don’t pay for outdated or inefficient packaging styles if you find any signs. Packaging changes should be considered strategically to minimize costs while preserving quality, customer experience, and brand identity.

The cost of packaging can be reduced if you explore alternative materials, designs, and suppliers. As a result, your packaging strategy will be aligned with evolving consumer preferences and sustainability goals while improving efficiency and reducing waste.



4. New regulations and industry needs. 

New changes in regulations may have happened since you first launched the product you are marketing. Adjust your old retail packaging design according to the latest regulatory requirements. Medicines or some food products that may cause harm if misused required tamper-evident-packaging.

Additionally, retailers can demand changes because some categories of products are underperforming in their aisles. Things may change for many reasons, and you may also have to adapt.

Redesigning your retail packaging and making your brand stand out requires the assistance of an experienced packaging supplier. You can update your look as needed to ensure you convey the right message, offer value to the consumer, and distinguish your company from the competition. Think about whether your customers will still recognize your brand.


James Clark is Senior Editor of BlueBox Packaging, a custom boxes manufacturing company specializing in rigid boxes. With his engaging writings, Clark explores the latest packaging design and sustainability developments.

About the Author(s)

James Clark

Senior Editor, BlueBox Packaging

James Clark is Senior Editor of BlueBox Packaging, a custom boxes manufacturing company specializing in rigid boxes. With his engaging writings, Clark explores the latest packaging design and sustainability developments.

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