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Saga Designs, a graphic design agency based in Dandenong, is warning product brands to think carefully before making major changes to established packaging.Many businesses redesign their packaging to give an older product a more modern look. But changing too much can make the product harder for existing customers to recognise.
New research from the University of Adelaide's Ehrenberg-Bass Institute found that packaging redesigns can reduce brand familiarity when recognisable colours, logos and layouts are removed. The research found that brands need to modernise their packaging while protecting the visual elements customers already know.
This can create a difficult choice for FMCG brands. They need packaging that looks current and works well in today's retail and online markets. At the same time, customers should still be able to spot the product they know.
"One of the biggest mistakes brands can make is changing everything at once," said Gaurav, Creative Director at Saga Designs. "A new package should feel fresh, but customers should still know which brand they are looking at. Colours, logos, fonts and layouts can all help with recognition. Good packaging design keeps the parts that matter while improving the parts that no longer work."
The problem can become more difficult when a brand has several products. A redesign needs to work across different sizes, flavours, colours or product types. Each pack needs to look different enough to identify the product while still feeling like part of the same brand.
Packaging also needs to work beyond the supermarket shelf. Product images are now used across ecommerce stores, delivery platforms and social media. A design that looks clear on a physical shelf also needs to remain easy to recognise on a smaller screen.
Saga Designs provides packaging design in Melbourne for food, beverage, health, beauty and household product brands. Its work includes packaging layouts, label design, typography, colours, material options and print-ready artwork.
The agency also creates 3D product visualisations using Blender. Brands can review how a new package may look before production and make design changes before printing begins.
With more than 15 years of experience in the creative industry and over 500 successful projects delivered, Saga Designs has worked with businesses across Melbourne, Australia and internationally.
For more information about packaging design, read the packaging design guide.
About Saga Designs
Saga Designs is a graphic design agency based in Dandenong, Victoria, Australia. The agency works with businesses across Melbourne, Australia and internationally. Its services include packaging and label design, brand identity, signage, website design, ecommerce, social media creatives, 3D product modelling and marketing design.
With more than 15 years of creative industry experience and over 500 successful projects delivered, Saga Designs helps businesses develop clear and practical design solutions.
Media Contact
Gaurav
Creative Director, Saga Designs
Website: https://sagadesigns.au
19 Lonsdale Street, Dandenong VIC 3175
mail@sagadesigns.au
+61 481 944 419