When do you really know it’s time to update the packaging? Any rules to follow? Based on 2 decades of experience, the packaging expert, Fred Richards, summed up six signs it’s time to update and pitfalls to avoid.
It’s been 6 years since the last update
Your competitors have changed
You’ve discovered what consumers aren’t telling you
The times are changing
You can clearly see issues from the retailer’s point of view
Your brand message has gotten lost
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Source: Camelot. (2017). Candles Branding.