Why 90% of Packaging Redesigns Fail

(and How to Avoid That Fate)

Introduction: The Problem with Packaging Redesigns

Packaging redesigns often need to deliver the meaningful business outcomes brands hope for. Companies invest considerable resources in refreshing their packaging, anticipating a sales boost or renewed consumer interest, yet the results frequently need to be revised. The issue stems from a fundamental misunderstanding of what packaging should achieve. Many brands treat packaging as purely aesthetic, focusing on design trends, colors, or logos that they believe will catch the consumer's eye. While visual appeal is essential, more is needed to influence consumer behavior or drive purchasing decisions.

The misconception that packaging is an art form leads companies to ignore its crucial role: performance. Packaging is a functional tool that communicates brand value, informs consumers, and persuades them to purchase. When redesigns prioritize aesthetics over performance, they miss the opportunity to connect with consumers on a deeper, more meaningful level.

This oversight contributes to a significant failure rate in packaging redesign efforts. Research indicates that 90% of packaging redesigns fail to deliver meaningful improvement in business metrics. The reason for this staggering figure is simple: brands neglect consumer testing at critical stages of the design process. Without this feedback, designs that may look appealing often fail to resonate with the very people they are supposed to attract—potential buyers.

To avoid this common pitfall, brands must shift their focus toward performance-based packaging strategies. Successful packaging designs are more than just visually distinctive; consumer insights and testing back them at every stage of development. By understanding how consumers perceive and interact with packaging, brands can create designs that stand out on the shelf and influence purchasing behavior.

The solution lies in applying four core principles: Position, Attract, Communicate, and Persuade. These principles provide a framework for designing packaging that resonates with consumers and drives measurable results. Positioning defines how a brand is perceived by its audience; Attraction ensures the design stands out in a crowded marketplace; Communication clarifies the product's value within seconds; and Persuasion motivates the final purchase decision.

By focusing on these principles and integrating consumer feedback throughout the design process, companies can avoid the fate of failed packaging redesigns and create designs that truly perform.

Why Do So Many Packaging Redesigns Fail?

Packaging redesigns frequently fail because brands must pay more attention to critical factors influencing consumer behavior. Rather than approaching the redesign process with a performance-driven mindset, companies often focus too heavily on aesthetic elements, hoping that a fresh, appealing look will automatically boost sales. However, with a clear understanding of how consumers will respond to the new packaging, these efforts can lead to impressive results. Below are several key reasons why so many packaging redesigns fail to deliver meaningful business outcomes:

1. Lack of Consumer Insight or Feedback Integration

One of the most significant reasons for failure is more consumer insight in the redesign process. Many brands assume they know what will appeal to their target audience, but these assumptions are often flawed without honest consumer feedback. Redesigns based solely on internal brainstorming or design trends run the risk of misaligning with what consumers actually want or need.

Consumers' preferences and behaviors evolve, and without validating design choices through testing, brands are essentially operating in the dark. The lack of structured consumer feedback means that design teams may need to pay more attention to crucial aspects such as how easily the product is identified, the clarity of the messaging, or the emotional response the packaging evokes.

2. Over-reliance on Design Aesthetics Without Performance Metrics

Another common pitfall is an overemphasis on aesthetics at the expense of performance. While eye-catching packaging is essential, the ultimate goal is to drive consumer engagement and increase sales. Too often, brands focus on creating beautiful designs that win design awards but fail to perform where it matters most—on the retail shelf.

This over-reliance on aesthetic appeal can lead to design decisions that may look great in isolation but do not translate into higher sales. A visually appealing package that fails to communicate the product's value or differentiate it from competitors can confuse consumers or go unnoticed entirely.

For example, Tropicana's infamous 2009 packaging redesign is a case study of aesthetic failure. The brand replaced its iconic packaging—featuring a striking orange with a straw—with a minimalist, generic design. Despite the sleek new look, consumers did not respond positively. The redesign blurred Tropicana's recognizable identity, leading to a 20% drop in sales within just two months, and the company quickly reverted to the original packaging. This case highlights the risk of prioritizing style over substance, especially when consumers are attached to familiar brand elements.

3. Misalignment Between Brand Objectives and Consumer Expectations

Successful packaging must balance a brand's objectives and consumer expectations. Often, redesigns fail because they are driven primarily by internal goals, such as rebranding or refreshing a product line, without considering how these changes will resonate with consumers. This misalignment can manifest in various ways:

• Overly complex packaging that confuses shoppers.

• Unclear messaging that needs to convey the product's benefits.

• A failure to communicate the brand's core identity effectively.

Packaging can fall flat when the brand's goals and consumer needs are out of sync. For example, a company may redesign its packaging to reflect a premium positioning. Still, if that aligns differently with how consumers perceive the product or what they expect, the redesign will fail to deliver results. This disconnect often leads to packaging that looks good on paper but underperforms in the real world, as consumers need help recognizing or connecting with the brand.

4. Disconnect Between Brand Communication and Consumer Perception

A successful packaging redesign requires precisely aligning the brand's intended message and consumers' perceptions. When there is a disconnect between these two, the packaging can become ineffective, leading to confusion and lost sales.

For example, if a package needs to communicate the product's core benefits or differentiate itself from competing products, consumers are less likely to engage with it. This gap between intention and perception results from not testing the packaging's messaging with customers during the design process.

Tropicana's redesign is again a fitting example. The company intended to give the brand a modern, minimalist look, but the outcome was that consumers needed clarification on the packaging. Tropicana's value proposition—natural, fresh-squeezed orange juice—was no longer conveyed through the design, leading to the brand losing its shelf presence and market share. This redesign highlights the importance of ensuring that packaging looks good and communicates the right message effectively.

5. Neglecting Consumer Response Data

The most critical error brands make in packaging redesigns is neglecting consumer response data throughout the design process. Packaging is a direct point of contact with the consumer, and every design element— the colors, typography, or messaging—impacts how the product is perceived. By not testing the packaging with real consumers at various stages of development, brands miss out on valuable insights that could prevent costly mistakes.

When consumer testing is incorporated into the process, brands can identify potential issues before a full launch. For instance, they can learn whether the packaging is easy to recognize, whether the messaging resonates, and whether the overall design motivates purchase intent. Neglecting this step is often the difference between a successful redesign and failing to make an impact.

In conclusion, many packaging redesigns fail because brands prioritize aesthetics over performance, overlook the importance of consumer insight, and fail to align their packaging with their brand objectives and consumer expectations. Without understanding how consumers will respond to new designs, brands risk losing their customers' loyalty or, worse, creating confusion, leading to a decline in sales.

Position: Owning a Place in the Consumer's Mind

Defining Positioning in the Context of Packaging

Positioning in packaging is about more than just making your product look different from competitors; it's about defining how your brand is perceived on the shelf and in the customer's mind. Successful positioning ensures that your product doesn't just blend into the sea of options—it occupies a specific mental space that resonates with your target audience. This goes beyond visual appeal; adequate packaging conveys the brand's values, promises, and uniqueness, enabling customers to understand the product and why it matters to them instantly.

In this context, positioning isn't just about standing out visually and standing for something. For example, if a brand is committed to sustainability, its packaging must reflect that in design and material choices. By doing so, the brand builds recognition and trust, two critical factors influencing purchase decisions. When done correctly, strong positioning forms the foundation for a successful packaging design that connects with consumers on a functional and emotional level.

The Pitfall of Poor Positioning

Brands often fall into the trap of trying to differentiate through design elements that don't align with their core values or target audience. While these elements may seem bold or innovative on the drawing board, they can create confusion if they stray too far from the product's core identity. If a company that markets itself as a premium brand suddenly adopts minimalist or overly playful packaging, it can dilute its message, leaving consumers unsure of what the product represents.

Poor positioning can lead to a disconnect between what the brand wants to communicate and what consumers perceive. For instance, if a brand positions itself as eco-friendly but uses packaging that looks cheap or unsustainable, it risks alienating its target audience. Similarly, packaging that must communicate the product's unique benefits may need help establishing any meaningful identity on the shelf, blending in rather than standing out. When consumers need clarification or clarification on a product's packaging, they are less likely to engage with or trust it, which can directly impact sales.

A notable example of poor positioning was when PepsiCo redesigned Tropicana's packaging in 2009. The iconic design was replaced with a more generic look, which stripped away the familiar elements consumers associated with the brand. This change in design confused loyal customers, who no longer saw the packaging as a reflection of the premium, fresh-squeezed product they had come to expect. The result was a 20% drop in sales within two months, demonstrating how poor positioning can alienate consumers and hurt the brand's market presence.

Actionable Insights

The key to avoiding poor positioning lies in consumer research. It's essential to understand not only who your target audience is but also what they value, how they perceive your brand, and where your product fits within the competitive landscape. This insight allows you to develop packaging that reflects your brand's identity and customer expectations.

Consumer research helps you answer questions like:

• What associations do customers make with your brand?

• How does your product compare to competitors in their eyes?

• What emotions or values do customers attach to your brand?

With this knowledge, you can craft packaging that resonates emotionally and practically with your audience. For instance, sustainable products should use eco-friendly materials, but they should also visually reflect the ethos of sustainability through natural colors, clean designs, and straightforward messaging. If your product is a luxury item, the packaging should signal exclusivity and high quality through premium materials and sophisticated design choices.

Conducting consumer research during the design phase allows for testing how well the packaging communicates your desired brand position. Does it evoke the right emotions? Is it immediately clear what the product offers? Does the packaging reinforce the brand's values and market positioning?

Case Study: Method's Cleaning Products – Successful Positioning

Method, a brand known for its environmentally friendly cleaning products, offers a prime example of how effective positioning can make a brand stand out. Method's products occupy a unique space in the market: they are designed to be both eco-friendly and stylish. Their packaging reflects this dual identity, using sleek, modern designs and vibrant colors that convey that their products are effective and environmentally responsible.

What sets Method apart is how its packaging communicates the brand's values. The use of recyclable materials and biodegradable packaging ties into their sustainability ethos, while the sleek, contemporary design appeals to a more design-conscious consumer who values aesthetics as much as environmental responsibility.

Method's distinctive bottle shapes and bright colors help their products stand out on the shelf, immediately signaling consumers that these are not your typical cleaning products. The brand doesn't just differentiate itself through eco-friendly claims but through functional and attractive packaging—bringing a sense of fun and modernity to a traditionally utilitarian category.

By successfully positioning its brand through its packaging, Method has captured a loyal consumer base that values sustainability and style. Its packaging conveys the product's benefits while reinforcing its core values, proving that solid positioning can lead to brand recognition and trust.

In conclusion, positioning your brand effectively through packaging is more than creating a unique look. It's about defining how your brand is perceived and ensuring that your packaging communicates those values clearly and effectively. Through consumer research, brands can identify the most meaningful ways to position themselves in the market, ensuring that their packaging resonates with their target audience and drives long-term success.

Attract: Breaking Patterns to Get Noticed

The Science of Attractiveness

In a retail environment, packaging must perform one critical function: capture attention. With thousands of products competing for a consumer's eye on the shelf, brands must create designs to break through the clutter. This is where the science of visual disruption comes into play. Consumers typically spend only a few seconds scanning shelves before making a purchasing decision, and their eyes are naturally drawn to packaging that disrupts their expectations.

Research supports the importance of visual disruption in driving attention and recall. A study found that packaging designs that break patterns and stand out from surrounding products have a 32% higher chance of being remembered by consumers. This disruption triggers a cognitive reaction, causing the consumer to pause, take notice, and engage more deeply with the product. This momentary pause can differentiate between a sale and a missed opportunity when done correctly.

How consumers interact with packaging isn't just about noticing it; it's also about whether they feel compelled to learn more. Packaging that visually engages breaks expectations and creates a sense of curiosity, which has the power to not only stand out but also generate emotional engagement, which can lead to increased purchase intent.

Common Mistakes Brands Make in Attracting Attention

1. Focusing on Trendy Designs Without True Differentiation

A common mistake brands make is leaning too heavily on trendy design elements, believing that following the latest graphic or aesthetic trends will help them stand out. While trends can make packaging feel fresh, they often fail to differentiate products meaningfully. A design that looks similar to others on the shelf, even if visually appealing, is unlikely to capture consumer attention in a lasting way. For example, minimalist design has been a popular trend in packaging, but if it becomes overused in a specific product category, it can blend in rather than stand out.

2. Being Too Conservative with Design Changes

On the flip side, some brands make the mistake of being overly conservative when redesigning their packaging. Fear of alienating existing customers or disrupting brand consistency can lead to minor, incremental changes that don't differentiate the product enough. In a crowded marketplace, subtle updates can be easily overlooked by consumers accustomed to seeing the same packaging over time. Conservative design changes, while safe, can result in packaging that doesn't stand out amidst the competition.

Actionable Insights

To effectively attract attention, brands must focus on visual disruption while staying true to their core identity. The goal is to stand out without alienating consumers by moving too far away from what they expect from the brand.

1. Testing Multiple Design Variations with Real Consumers

One of the most effective ways to determine which packaging designs truly break through visual clutter is to test multiple design variations with real consumers. By presenting different options and tracking how consumers interact with them—regarding recall and emotional response—brands can gather valuable insights into which designs have the most disruptive potential without straying too far from brand identity. Testing also helps ensure the new design resonates visually and emotionally, reinforcing brand trust and attracting attention.

2. Visual Disruption Done Right

Visual disruption can lead to higher memorability and brand differentiation when done correctly. Key tactics include using unexpected colors, unconventional shapes, or unique textures that contrast with competitors in the same category. However, this disruption mustn't come at the expense of clarity. Consumers should still be able to understand the product and why it matters quickly. Disruption, for its own sake, can lead to confusion or a failure to communicate key product attributes. The balance lies in breaking patterns while ensuring the packaging aligns with the brand's core values and message.

Case Study: Coca-Cola's Share a Coke Campaign

Coca-Cola's "Share a Coke" campaign is a standout example of successful visual disruption. In this initiative, Coca-Cola replaced its iconic logo on bottles with famous names and phrases, creating a highly personalized consumer experience. This was a significant visual departure from Coca-Cola's traditional packaging, yet it didn't compromise the brand's identity. By leveraging the recognizability of its iconic red label while replacing the logo with personalized names, Coca-Cola created a packaging design that stood out on the shelves and generated a powerful emotional connection with consumers.

The "Share a Coke" campaign was visually disruptive and deeply engaging. Consumers were motivated to search for bottles with their names or the names of friends and family, creating a sense of personal involvement. This blend of visual disruption and emotional engagement led to a significant boost in sales and brand loyalty. The campaign was so successful that Coca-Cola extended it to more markets and continued variations in subsequent years, demonstrating how visual disruption can translate into long-term brand impact when executed thoughtfully.

In conclusion, attracting attention in a crowded marketplace requires more than just following design trends or making small changes. Brands must leverage the science of visual disruption to stand out while ensuring that their packaging aligns with their core identity. By testing multiple design options with consumers and using visual disruption strategically, companies can create packaging that captures attention, enhances recall, and ultimately drives purchasing decisions.

Communicate: Clarity is Key

The Role of Packaging as a Communication Tool

Packaging is critical beyond aesthetics: communicating the product's value quickly and clearly. Consumers typically spend only a few seconds scanning shelves or browsing online, meaning packaging must immediately convey the product and why it matters. Adequate packaging provides a clear and concise message that aligns with the consumer's needs and expectations, helping them make quick decisions about whether the product fits into their lives.

Research shows that over 85% of packaging failures occur because the messaging is unclear or misleading. When consumers need clarification about what a product does, how it differentiates from competitors, or why it would benefit them, they are unlikely to purchase it. This makes communication one of the most critical packaging functions, as it is often the first point of contact between the product and potential customers.

The Consequence of Poor Communication

Packaging that fails to communicate the product's unique value proposition leads to confusion and disengagement from the consumer. Overcomplicated messaging—such as too many product claims, unclear visual hierarchy, or technical jargon—can overwhelm the consumer, making it difficult for them to understand the product's purpose.

A notable example of poor packaging communication can be found in food labeling. Many food brands use complex or crowded labels with nutritional claims, ingredient lists, and promotional messaging. If the primary benefits of the product (such as being organic, gluten-free, or low-sugar) are buried under a mountain of text, consumers are less likely to understand or trust what they're buying. This confusion results in lost sales opportunities and a disconnect between the brand and the consumer.

Another example is when a product's packaging fails to meet consumer expectations. If a brand positions itself as eco-friendly, but the packaging contains conflicting information about sustainability or uses excessive plastic, consumers may feel misled or distrust the product, further hampering the brand's credibility.

In both cases, poor communication results in a loss of consumer trust missed sales, and potential long-term brand damage.

Actionable Insights

The key to avoiding these pitfalls is prioritizing clarity and simplicity in packaging communication. Brands should focus on delivering a straightforward, compelling message that resonates with their target audience. The more transparent and focused the communication, the more likely consumers will engage with the product.

1. Prioritize Key Messages

To ensure clarity, brands should identify the top one or two messages that need to come across immediately. These could include the product's primary benefit (e.g., "all-natural ingredients"), unique differentiators (e.g., "world's first plant-based formula"), or a specific emotional appeal (e.g., "comfort food for families"). Once these critical messages are identified, they should be emphasized in both the design and messaging hierarchy of the packaging.

2. Test Messaging with Consumers

Testing is an essential step in ensuring that the messaging resonates with consumers. A/B testing different packaging versions with real consumers can provide valuable insights into which messages are most compelling and which elements cause confusion. This process helps refine the design and ensures that the packaging effectively communicates the product's value without overwhelming the shopper.

3. Focus on Simplicity, Relevance, and Emotional Resonance

Simplicity is critical when communicating through packaging. Consumers should immediately understand the product's purpose and why they should buy it. Avoid overloading the packaging with excessive text or too many visual elements. Instead, focus on communicating the most relevant information in a way that creates an emotional connection.

For example, packaging that highlights a product's natural ingredients with a straightforward, ingredient-forward design can evoke trust, transparency, and health-consciousness. Similarly, a focus on simplicity can signal quality, as seen in premium brands that use minimalistic design to communicate luxury and sophistication.

Case Study: RXBAR – Clear Ingredient-Forward Packaging

A prime example of a brand that successfully restructured its packaging to improve communication is RXBAR. Before its redesign, RXBAR struggled with a cluttered package that needed to communicate its key selling points. The bars were made with simple, whole ingredients, but this message was lost amidst busy design elements and confusing text.

In response, RXBAR completely overhauled its packaging to focus on clarity. The new design prominently features the product's ingredients—egg whites, almonds, dates, and no B.S.—on the front of the package, with minimal distraction from other elements. This ingredient-forward design made it instantly clear what was in the product and positioned it as a clean, healthy snack.

This simple yet effective messaging resonated with health-conscious consumers who valued transparency and clarity in their food choices. The new packaging significantly improved consumer engagement and boosted sales, helping RXBAR differentiate itself in the competitive snack bar market.

In conclusion, packaging is a crucial communication tool that must convey a product's value clearly and concisely. By prioritizing key messages, simplifying the design, and ensuring that the packaging resonates emotionally with consumers, brands can improve their packaging's effectiveness and avoid the common pitfalls of poor communication. Testing with real consumers ensures the packaging's message is clear and compelling, leading to greater consumer trust and higher sales.

Persuade: Driving Purchase Decisions Through Testing

The Final Step: Converting Attention into Action

Once a package has captured attention and communicated the product's value, the final and most crucial task is persuading the consumer to purchase. Effective packaging design must do more than look appealing or convey a message—it needs to convert interest into action. To do this, brands must understand the specific drivers of purchase behavior and strategically integrate these elements into the packaging design.

Purchase drivers vary widely depending on the product category and the target audience. For example, consumers buying premium skincare may be swayed by packaging that communicates luxury and quality. At the same time, a shopper in the snack aisle may look for packaging emphasizing convenience and health benefits. Knowing what motivates your audience to buy is critical to designing packaging that attracts and persuades.

At this stage, the packaging must reduce friction in the decision-making process, making it easy for consumers to say "yes." This includes reinforcing the product's benefits, ensuring the design is easy to navigate, and addressing potential upfront concerns (such as price or ingredient transparency).

Where Brands Fail to Persuade

1. Packaging that Gets Noticed but Fails to Drive Purchase Intent

A common mistake brands make is assuming that if packaging attracts attention, it will automatically lead to a sale. However, more than simply standing out visually is needed to convert interest into action. Packaging that gets noticed but doesn't provide an apparent reason to buy—whether through messaging, positioning, or design—often makes consumers walk away without purchasing. This happens when the packaging fails to communicate the product's unique selling points convincingly or doesn't align with the critical purchase drivers that resonate with the target audience.

2. Overloading the Consumer with Too Much Information or Design Elements

Another barrier to driving purchase decisions is overwhelming the consumer with too much information or visual elements. When packaging is cluttered with excessive claims, complex designs, or a multitude of features, it can lead to decision fatigue. Instead of helping the consumer make an informed choice, it confuses them, making the purchase decision more difficult. Consumers may abandon the product entirely or opt for a simpler, more straightforward alternative.

Actionable Insights

To maximize the persuasive power of packaging, brands must leverage consumer testing to identify what aspects of the design and messaging drive purchasing behavior. By understanding what resonates with consumers and what elements help reduce friction in decision-making, brands can refine their packaging for optimal conversion.

1. The Role of Consumer Testing in Packaging Design

Consumer testing plays a critical role in understanding how packaging influences purchase decisions. Brands should conduct focus groups, surveys, or in-store testing to determine which design elements, messages, and layouts are most effective in driving sales. For example, does highlighting a specific benefit (such as "all-natural ingredients" or "40% more product") increase purchase intent? Do specific colors or imagery evoke trust or a sense of quality? Testing allows brands to evaluate these factors in real-world settings, gaining insight into how potential buyers react to different packaging designs.

2. A/B Testing and Performance-Based Metrics

A/B testing is a potent tool in optimizing packaging for conversion. By comparing two or more design variations, brands can see which version performs better regarding consumer response and purchase behavior. This can be applied to different packaging elements, such as text placement, color schemes, or call-to-action messaging. Additionally, performance-based metrics like sales data, click-through rates in online environments, or in-store conversions can provide tangible feedback on which designs drive results. Brands can then use these insights to make data-driven decisions that enhance the effectiveness of their packaging.

Conclusion: Ensuring Performance Through Consumer-Centric Design

Packaging should not be viewed as a purely aesthetic exercise but rather as a performance-driven tool that is critical to a product's success. Throughout the packaging redesign process, brands must shift their focus from simply creating something visually appealing to designing a package that resonates with consumers and drives purchasing behavior. The key to achieving this lies in consistently testing and refining the packaging based on actual consumer feedback at every stage of development.

By following the four core principles—Position, Attract, Communicate, and Persuade—brands can avoid the common pitfalls that lead to failed redesigns and ensure their packaging performs effectively in the marketplace:

1. Position: Packaging must define how the brand is perceived, aligning with the brand's identity and target audience to create trust and recognition.

2. Attract: The design must break through visual clutter and grab attention without sacrificing clarity or brand integrity.

3. Communicate: Packaging must clearly and concisely communicate the product's value within seconds, avoiding unnecessary complexity.

4. Persuade: Finally, the design must drive purchase intent by addressing consumer needs and motivations, closing the loop between attention and action.

Consumer testing strengthens each of these principles. Whether through A/B testing, focus groups, or performance-based metrics, real-world feedback ensures that packaging designs are optimized for attention and conversion. Neglecting consumer testing is a costly mistake that can result in packaging that fails to resonate, regardless of how good it may look.

Call to Action

Brands should take a strategic approach to packaging redesign by implementing these four principles and prioritizing consumer feedback at every stage. The packaging should be treated as a performance tool that can drive measurable results, from improving brand perception to increasing sales. By integrating consumer insights, brands can ensure their packaging delivers aesthetic appeal and business objectives.

Looking Ahead

As consumer expectations evolve, brands that embrace a consumer-centric approach will shape the future of packaging design. Companies that continuously test, adapt, and refine their packaging based on the needs and desires of their target audience will achieve long-term success on the shelf. By focusing on performance through consumer-driven decisions, brands can turn packaging into a powerful lever for growth and brand loyalty.

Additional Section: Common Pitfalls in Packaging Redesign – A Checklist for Avoidance

To ensure success in packaging redesign, brands should be mindful of the following common mistakes:

• Ignoring Consumer Insights: Relying on internal assumptions or design trends requires gathering consumer feedback to ensure a connection between the product and the target audience.

• Overemphasizing Aesthetics Over Function: While attractive design is essential, packaging must communicate value and function clearly to drive purchasing behavior.

• Failing to Differentiate: Packaging that blends into a crowded marketplace, either by being too trendy or too conservative, will struggle to capture attention.

• Complicating the Message: Overloading the consumer with too much information, unclear messaging, or technical jargon can cause confusion and disengagement.

• Skipping Testing: Launching a new design without A/B testing or performance-based feedback can lead to costly mistakes that could have been avoided with early-stage consumer input.

• Neglecting Purchase Drivers: Focusing solely on visuals without understanding the key factors that drive purchase intent in the target market can result in packaging that attracts but doesn't convert.

By avoiding these common pitfalls, brands can ensure that their packaging redesigns are more likely to succeed and resonate with their audience.