NIELSEN INNOVATION INSIGHTS

NIELSEN INNOVATION INSIGHTS

Package redesigns often fail to drive a meaningful impact on brands' bottom lines and, as a result, many brand managers shy away from making packaging changes in order to mitigate risk. On the other hand, some brands boldly forge ahead with their redesigns—and see staggering sales gains as a result. What exactly makes this latter group so successful?

 

Based on our industry research, in-depth interviews with packaging leaders, and our work on hundreds of package design initiatives, we've learned that many brands who consistently bring effective designs to market apply these five best practices to their design processes.