How can a redesign increase sales by up to 30%?

But why doesn’t this always work? And what factors influence the success of a redesign? In this article, I will explore why some redesigns achieve the desired success while others do not—and how to ensure the best possible performance.

It is easy to create aesthetically appealing designs that fail to bring noticeable improvements in sales—or even have the opposite effect. A good example of this is the case of Bahlsen. Despite an attractive new packaging design, the company did not achieve the expected performance. But why?

The Bahlsen example is representative of brands that try to rejuvenate themselves but lose sight of their core audience. A design was developed that appealed to creative teams, management, and perhaps a younger target group. But who actually buys these products? Bahlsen’s main customers are older consumers who trust and are loyal to the brand out of habit. After the redesign, they went to the store shelves and could no longer find the products they used to buy. The design changed so drastically that the needs of the core customer base were not met.

Whether in B2C or B2B, a major risk arises when customers fail to recognize a product’s packaging and overlook it. This can also lead to a loss of trust in the product’s familiar characteristics.

Another risk occurs when, in an attempt to modernize or appeal to younger audiences, design trends are applied that primarily satisfy creative teams. However, trends carry the danger of not fitting every brand and of making a product look too similar to many others. A key marketing principle is differentiation from competitors.

The Solution: Success Factors for an Effective Redesign

A redesign must be more than just “beautiful”—it must be strategically planned and aligned with the needs of the market and target audience. Several factors influence the success of a redesign:

1. Brand Positioning and Message – The redesign must clearly reflect the brand’s core message. It should not only incorporate aesthetic trends but also strengthen the brand’s values and positioning. Good packaging design is a mirror of the brand.
2. Competitive Environment and Market Analysis – Before implementing a redesign, it is essential to thoroughly analyze the competitive landscape. What are competitors doing? Which trends dominate the market? Which elements from competitors and market trends can be meaningfully and credibly integrated into our brand communication and packaging design without outright copying them?
3. Balancing Trends and Brand Heritage – A successful redesign considers current design trends but must not ignore the brand’s history and legacy. Too much change can confuse existing customers, while too little innovation can make the product seem outdated. The right balance between contemporary design and preserving brand identity is crucial. There are cases where a disruptive repositioning makes sense, but this must be well-planned and communicated effectively. Do customers understand the changes and recognize the added value for them?
4. Customer Insights – Habits and Needs – A deep understanding of the target audience is key to success. The redesign must address consumer and user habits and needs. What are their expectations of the product? What emotions should the design evoke to influence purchasing behavior? Are there problems that packaging design can solve?
5. Branding and Storytelling – Packaging is not just a protective layer for a product; it is also a medium for emotions and storytelling. A well-executed design tells a story—through colors, shapes, and materials. The packaging should create an emotional connection with consumers and reinforce the brand identity.
6. Highlighting Product Benefits – A redesign should clearly communicate the product’s advantages. By strategically placing product features or unique selling points on the packaging, the perceived value of the product is emphasized, making it more appealing to consumers.
7. Consistency Across Large Product Ranges – In product portfolios with hundreds or thousands of formats, consistency is a crucial key to success. A good design system ensures uniformity across all formats while still allowing for individuality where needed. It is essential to develop one or more design lines that maintain brand identity without dilution or design inconsistencies.

Conclusion: A Thoughtful Redesign for Sustainable Success

A sales increase of up to 30% through a redesign is entirely possible if the right strategy is followed. It’s not just about creating an attractive design but about taking a holistic approach to the market, target audience, and brand identity. A redesign must resonate with consumers, stand out in the competitive landscape, and clearly communicate the brand’s message.

Especially in extensive product assortments, maintaining consistency across all formats is crucial to ensure brand cohesion and achieve the desired performance. Companies that take these factors into account can ensure that their redesign not only looks great but also delivers measurable results.