Reducing risks when modernizing packaging

Redesigns can cause serious harm to businesses. New research from Adelaide University explores what brands should consider when modernizing their packaging. "The study shows that successful redesign depends on increasing consumers' perceived modernity without undermining recognizable brand cues," explains Dr. William Caruso from Adelaide University's Ehrenberg-Bass Institute. "If a redesign removes distinctive visual elements such as colors, logos or layout that consumers associate with the brand, familiarity can decline, weakening purchase intent."