Packaging is one of those things that’s easy to overlook once you’ve established it. You designed it years ago, it does the job, and there are always more pressing priorities demanding your attention. But, sticking with outdated packaging can quietly drain your profits and damage your brand reputation.
The good news is your packaging will often tell you when it needs attention. Below, we’re exploring the signs you need to look for. These warnings give you the chance to make a strategic packaging redesign before minor issues spiral into major problems.
Your Product or Brand Has Evolved
Have you recently rebranded? Have you updated your brand positioning? Are you adding new product lines, SKUs, or size variations? If so, it’s likely time to redesign your packaging.
When your brand evolves, your packaging needs to follow suit. If your current brand identity and packaging seem mismatched, it can create confusion at the point of purchase. Consumers make rapid decisions based on visual cues (often in eight seconds or less). So, inconsistent packaging could mean the difference between a sale and a pass.
Rising Costs Are Eating Into Margins
Increased material, freight, or labor costs can easily start to eat into your profits. Redesigning your packaging to avoid over-engineering or inefficient palletization can help. A simple packaging audit can reveal opportunities to reduce material usage while maintaining product protection. For example, you might be using a box that’s too large for your product and supplementing with filler like foam, packaging peanuts, or other options. Designing a box that snugly fits your product can help you cut down on these packaging costs.
You might also discover ways to improve palletization. This means more units per shipment, which directly translates to lower freight costs. When margins are tight, these improvements can make a meaningful difference.
You’re Experiencing Damage, Returns, or Complaints
Are your products arriving damaged? These costs can extend far beyond replacement expenses. According to Packaging Digest, approximately 11% of goods arrive at distribution centers with some level of damage. The financial impact is staggering: damaged products cost manufacturers between 1% and 2% of their total gross sales. Not to mention, 57% of consumers would hesitate to shop with a retailer again if they received a broken or damaged item.
Updating your packaging can help solve these issues. Manufacturers often put packaging through ISTA testing, which is meant to minimize product damage by testing the integrity of packaging throughout the design process. When you partner with a company that does this kind of testing, you can reduce the amount of damage you see from non-tested packaging.
Your Packaging Slows Down Operations
If your team needs extra time to assemble boxes, seal packages, or navigate complex designs, you’re losing money in labor costs. Watch your production line carefully. Are workers fumbling with packaging materials? Do boxes require multiple pieces or complex assembly? These small inefficiencies compound quickly across thousands of units. Sometimes, a simple change to the box design or switching to pre-formed packaging can cut down on packing time.
Sustainability Expectations Have Changed
Consumers are becoming more sustainability-conscious, and governmental regulations are pushing for companies to offer more eco-friendly solutions. Many consumers are willing to pay more for sustainable packaging, and some actively seek out brands that care about the environment. At the same time, extended producer responsibility has moved into the packaging space, forcing companies to rethink their sustainability initiatives. If it’s been a while since you’ve thought about the sustainability of your packaging, it could be time for a packaging redesign.
Your Packaging No Longer Stands Out
Whether you’re selling in a retail store or direct to consumers, your packaging must stand out.
In retail applications, your products are competing with countless alternatives. Consider this: 72% of consumers say packaging design influences their purchasing decisions, and research indicates that 81% of consumers have bought a new product simply because the packaging caught their eye. Your packaging has seconds to grab attention on a crowded shelf. If it’s starting to blend into the background, you’re invisible.
For direct-to-consumer applications, you’ll need to ensure a great unboxing experience. This unboxing moment has become increasingly important, especially as 40% of shoppers post photos of products with unique packaging on social media. This free marketing only happens when your packaging delivers something worth sharing. If your packaging is no longer delivering a great unboxing experience, it could be beneficial to do a packaging redesign.
You’re Entering a New Market or Channel
Expanding into new markets or sales channels often requires rethinking your packaging strategy entirely. What works in one market may fall flat in another. At the same time, different retail channels have distinct requirements. Big box retailers might demand specific packaging dimensions for shelf compatibility. International markets may require multilingual labeling or compliance with local packaging laws.
Don’t try to force existing packaging into a new channel. Take the time to understand what that specific market demands and design accordingly. The investment in channel-appropriate packaging will pay off in reduced damage rates, better customer experiences, and stronger sales performance.
Jamestown Container Can Help With Your Next Packaging Redesign
Have questions about packaging redesign? We’re here to help. Since 1956, we’ve been helping customers get the right boxes, POP displays, and other packaging solutions for their needs. Our team is ready to learn more about your project and provide eye-catching solutions.
While we’re well-known for our high-quality packaging solutions, our services go far beyond traditional suppliers. We also offer contract packaging services to handle everything from assembling displays and packing products to coordinating freight. We also offer an eVMI program that automatically replenishes packaging so you don’t have to worry about inventory.
Additionally, sustainability is at the heart of everything we do. We use recycled linerboard from Greenpac Mill, one of the country’s lowest producers of paper landfill waste. We also recover about 95% of the post-industrial corrugated waste generated during the manufacturing process. And, all of our manufacturing equipment is electric — even our forklift trucks.
Let’s Get Started
Want to learn more about what we can do for you? Reach out to our team today.