Top 6 Signs It’s Time to Update Your Packaging

Published

August 2, 2017

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By: Fred Richards, Kaleidoscope

Packaging, sadly, is one of the last things considered when it comes to the marketing mix. Advertising, PR events, stunts, social media and other “glamorous” initiatives seem to get preferential attention over the primary delivery of many brands—the package.

So when do you really know it’s time to reevaluate and update packaging graphics? What are the rules? We get a lot of questions regarding when and how to tackle packaging updates. Here are the top six signs it’s time to update (and pitfalls to avoid) based on 20+ years of experience.

Theresa Christine Johnson

Theresa entered the world of design through The Dieline. With a background in writing and journalism, she has a passion for discovery and cultivating human connections. Her work for The Dieline is a constant journey to deeply understand all facets of the design process and to investigate what makes designers tick. Theresa’s writing has taken her snorkeling in between the tectonic plates in Iceland, horseback riding through a rural Brazilian town, and riding an octopus art car at Burning Man with Susan Sarandon as part of a funeral procession for Timothy Leary (long story). When not writing, she is planning her next trip or taking too many pictures of her cat.