40 point packaging redesign checklist

How irresistible are your products
on-shelf?
A 40 point checklist

jamandco.com.au
The equity of your brand is one of
your greatest business assets.
So how do you modernize a product
pack so customers still know it & love
it without compromising your brand
equity?

jamandco.com.au
What are the signs
telling you if your
packaging needs
to be reinvigorated?

15 Signs your packaging needs to be
reinvigorated
1. The pack feels stale or outdated …it feels blah!
2. The brand identity and pack language no longer
accurately reflects the business.
3. The product pack no longer resonates and drawing
in your target audience.
4. It’s no longer clear about what makes the product
special
5. The pack is cluttered and no longer visually
appealing

6. The pack no longer projects the image you want for your
company
7. The product is being repositioned
8. The main channel, through which product is sold has
changed
9. The product has matured or is preparing for growth
10.You’ve changed the packaging, but the market hasn’t
noticed.
reinvigorated continued…

11.Losing market share with increased pressure from rival
competition
12.Market trends have shifted leaving your product behind
13.Your value proposition is no longer converting sales
14.The sales team are finding it hard to open and secure the
right opportunities for the product
15.The product communications and messaging are no
longer aligned to the brand reposition
reinvigorated continued…

To identify whether change is
necessary for your product
packaging & where updates need to
be made, ask yourself the following
questions:

1. Does your product
pack say what you
mean and mean what
you say?
© Jam&Co Design 2017 | jamandco.com.au

2. Is your pack
easy to engage
with?.

jamandco.com.au
3. Is the pack well-
structured with
visual information
and key messaging
that the consumer
can easily
understand?

jamandco.com.au
4. In less than 3
seconds can I, as
a consumer,
understand
• what it is,
• what it does,
• how it will solve
my problem &
• why it was
made for me?

jamandco.com.au
5. Does the written &
graphic content
feature targeted
information
specifically just for
your target
consumer?

6. Do the colour
combinations
and fonts have
an impact on
me
emotionally?

7. Does your
design and
message resonate
with and inform me
specifically based
on my needs and
wants?

jamandco.com.au
8. Does your pack
clearly
demonstrate that
you know who
you are targeting?

9. Does your pack
demonstrate how it
will meet the
emotional needs of
your consumer ?

10. Is your pack clear in its
differentiation without being
BRASH?

11. Have you
maximized the
packs visual
impact on shelf…
in situ?

jamandco.com.au
12. Does your pack
stand out from a
sea of me-
too’ness?

14. Is the creative
look and feel of
the pack
compelling?

15. Are shoppers
interacting with the
form of the pack in
some way?

16. Does the design capture the core
elements which define the products
perception & experience, including
its texture, colour, usability and its
images?

17. Does the
packaging design
represent the
authentic character
of the brand?

jamandco.com.au
18. Does
the pack
convey
the
brand’s
story?

19. Does the
“functional”
depiction of the
product on the
pack captivate the
potential buyer’s
imagination?

20. Does the
product
description
on pack grab
the
consumer’s
attention?

21. Is the back of
pack content easy
and quick to
understand for the
consumer?

22. Does the
pack tell the
consumer all
they want to
know about
the product?

jamandco.com.au
23. Does the pack
convey the value of
the product within?

24. Does the
product sit in
the green
sector and if
so, does the
content and
form depict
“green” and
sustainability?

jamandco.com.au
25. Does the pack
convey trust?

26. Does the
pack call out
the “Reason
To Believe?”

27. Does your pack
answer the
consumer’s
questions firing
inside their head?

jamandco.com.au
28. Does your
pack entice,
seduce and
cause the
consumer to
fall in love?

jamandco.com.au
29. Does the pack
separate from the
competition?

30. Have you
used digital
printing’s ability
to tailor true
one-to-one
communication
?

31. Is your
product’s USP
strong enough.
Does your pack
clearly articulate
how clearly your
product is unique?

32. What problem
does your product
solve better than
any other product
in its’ category?

jamandco.com.au
33. What does your
product promise
your target
consumer that
others alongside
them on the retail
shelf do not?
Is the “promise”
clear?© Jam&Co Design 2017 | jamandco.com.au

34. Has your target market has grown
and evolved and has your
product/brand kept up with the
changes?

35.How specific
is your message/
offer?
(If it is not specific enough -
it won’t be seen to be
unique.)

36. Are you
casting your
net too wide or
do you focus
on offering
something
specific to a
specific
segment of
the market?

37. Can your
message be read
and understood
at a glance?

38. When you
look at your
product…Do
you love it?
(Do you truly see, love,
and appreciate the
product yourself first?
Your target consumer
won’t be able to see the
value of your product
until you see and value it
for yourself.)

39. Which of the 3
value propositions
is being projected
by your current
product pack(is it what
you want?)
1. Exchange
value
2. Utility value
3. 3. Intrinsic© Jam&Co Design 2017 | jamandco.com.au

jamandco.com.au
40. If all you had
was ONLY this
one product to
sell-How much
more time &
attention would
you devote to
ensuring its
success?

40 point packaging redesign checklist

40 point packaging redesign checklist

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