Redesigns are hard.\u00a0<\/p>\n
Sure, anyone can drastically overhaul a brand\u2019s identity and implement a 360-degree change, but can you refresh product packaging to increase sales on the shelf?\u00a0<\/p>\n
Designalytics<\/a>\u00a0recently announced the winners of its fifth-annual\u00a0Designalytics Effectiveness Awards<\/a>, recognizing 10 consumer-packaged-goods brands that achieved substantial sales growth through their package redesign. Unlike traditional design awards, the Designalytics Effectiveness Awards are entirely data-driven, evaluating redesigns based on in-market sales performance and stringent quantitative consumer testing.<\/p>\n The winners, selected from hundreds of US package redesigns launched between July 2021 and September 2023, represent a range of categories, including food, beverage, personal care, and home care. Some redesigns achieved sales increases of up to 30%, spotlighting the importance of packaging in brand success.<\/p>\n \u201cIn a time when some redesigns, like Tropicana\u2019s, face backlash, these awards highlight the positive impact of thoughtful, consumer-focused design,\u201d said Steve Lamoureux, CEO of Designalytics. \u201cWhen paired with strategy and consumer insights, design is unmatched in driving brand growth.\u201d<\/p>\n The winning designs used proven strategies: clear messaging of key product benefits, sensory-enhancing visuals, and bold, cohesive branding. These approaches demonstrate that effective package design goes beyond just aesthetics.<\/p>\n Go\u00a0here<\/a>\u00a0to enter your redesign for the\u00a02025 Designalytics Effectiveness Award<\/a>. This category is FREE to enter and is part of the 2025 DIELINE Awards.<\/em><\/strong><\/p>\n Today, 10 consumer-packaged-goods brands were named winners of the\u00a0fifth-annual Designalytics Effectiveness Awards<\/u><\/a>, demonstrating the substantial power of package design to boost brands\u2019 sales.<\/em><\/p>\n Unlike traditional design competitions, the selection process for the Designalytics Effectiveness Awards is entirely data-driven-based on in-market sales performance and robust quantitative consumer testing of each redesign.1<\/sup>\u00a0This year, hundreds of package redesigns launched in the U.S. from July 2021 to September 2023 were considered, and the winners (which come from the food, beverage, personal care, and home care categories) saw year-over-year sales increases of up to 30%.<\/em><\/p>\n \u201cIn light of the recent negative news about Tropicana\u2019s latest redesign, it is important to remember that design can also be a tremendous boon for brands,\u201d said Steve Lamoureux, CEO and founder of Designalytics. \u201cWhen brands utilize a consumer-centric process and a strategy-minded agency, design can cut a path to growth like nothing else in the marketing mix. These 10 winners are each examples of how powerful design can be.\u201d<\/em><\/p>\n The winners\u2019 stories highlight that design-driven growth is reliable with the right approach, and demonstrate strategies and tactics that lead to success.<\/em><\/p>\n Common themes contributing to exceptional performance include:<\/em><\/p>\n Starting smart\u00a0<\/strong>\u2013 Asking the right questions, avoiding assumptions, and creating a clear creative brief makes a significant difference.<\/em><\/p>\n Iterating with objective feedback\u00a0<\/strong>\u2013 Broad creative exploration and iterative refinement, driven by objective consumer feedback, creates high-performing designs.<\/em><\/p>\n Amping up taste and sensory imagery\u00a0<\/strong>\u2013 For brands in relevant categories, visuals that evoke strong, positive taste and scent associations reliably improve purchase conversion.<\/em><\/p>\n Saying important things better\u00a0<\/strong>\u2013 Communicating key purchase-driving attributes (e.g., taste appeal, functional benefits, desirable claims, etc.) better has an 88% correlation to sales growth.<\/em><\/p>\n Taking care with minimalism\u00a0<\/strong>\u2013 Drastic efforts to modernize and streamline can interfere with effective communication (only 23% of minimalist redesigns increase purchase conversion); strategic scale-backs tend to perform better.2<\/sup><\/em><\/p>\n Creating bolder, more consistent branding\u00a0<\/strong>\u2013 A brand-forward approach (particularly for newer entrants) and cohesive design system can boost awareness, findability, and shopability.<\/em><\/p>\n
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