Innovation in Packaging Design Could Bring Major Opportunities

Innovation in Packaging Design Can Create Major Opportunities For established brands, changes in packaging design are often seen as a risk factor. Brands seeking to maintain their market positions without significant competitor activity can unlock major opportunities through innovation if they properly analyze their current positioning. Design changes are frequently viewed by brands as an innovation to be avoided. While new market entrants take bolder steps in design changes, such modifications can appear as outright risk factors, particularly for established brands. Musa Çelik, Creative Director at Tasarist, argues that the desire to look beyond current positioning must always be preserved and continued: "Brands should not overlook the power of good, data-driven design by focusing on downsides. Through data-driven design management, you can see brands increasing sales by 300% following rebranding." he stated. Brands holding strong competitive positions in their categories tend to focus on protecting their positions rather than staying current or leading change. Addressing brands seeking to increase sales or gain market share, Tasarist Creative Director Musa Çelik said that while spending millions on advertising, they could lead market transformations rather than merely following them, and should look beyond their current positioning rather than simply react. "Rebranding or design changes can create major breakthroughs, particularly for brands that have been positioned in the market for many years. At Tasarist, we observed a 300% increase in sales for the Kertil Çam cologne brand, which we redesigned from brand story to packaging. I can say that the most important point in these processes is conducting analysis with correct techniques." he stated. In the design process, commonly accepted preferences, period trends, and the resources the brand will allocate to design all influence design output. Some packaging designs become timeless and iconic by integrating with the brand, while for some brands, both sales data and consumer feedback can signal the need for packaging design changes. Many brands fearful of the damage any design change might cause wait for pressure from rising competitors or trends rather than lead change. [caption id="attachment_144775" align="aligncenter"] Tasarist Creative Director Musa Çelik[/caption]

Tasarist Creative Director Musa Çelik, emphasizing the importance of positioning as a brand that the rest of the category is trying to catch up with, continued his remarks on the subject as follows:

"As in marketing, brands in design that do not shy away from competition, that are innovators rather than followers always keeping pace with trends, that reach shelves with measurable packaging and move toward change through good design are preparing for significant growth." The rebranding process required for packaging design to evolve and integrate with the brand, reflecting its vision and mission, is not inherently risky by nature. It must not be forgotten that poorly conceived rebranding efforts are the risk carriers. "Sometimes not taking risks can be the biggest risk. The key to good design lies in designs created with clear messages. Therefore, moving away from the concern of explaining all information on the package and determining priorities is also one of the most important criteria. With 95% accuracy in artificial intelligence technologies we have used for our brands for a long time, we analyze both consumers and competitors to successfully reconfigure brands and prevent the risk of brand damage." he stated.  

Sometimes you may need to observe what change brings you without focusing on or fearing negatives

Packaging changes that have been particularly spread through social media in recent years and have resulted in serious sales declines are alarming brands. It must not be overlooked that redesigns conducted without proper analysis can lead to failure independent of the change itself. Tasarist Creative Director Musa Çelik, emphasizing that focusing only on negative examples will keep brands from moving forward, continued as follows: "When we first met the Kertil Çam brand, we identified the problem and completely redesigned the brand from bottle designs to brand story based on consumer focus points and competitor analysis. The brand, whose old packaging performance we measured with artificial intelligence and whose new design we created based on artificial intelligence outputs, experienced a significant 300% jump in sales. If there is a risk in rebranding, there can also be an opportunity. Brands that ignore this are missing a major opportunity, but brands like Kertil Çam that are aware are unlocking hidden important opportunities and preparing for growth. I believe that successful work should be more visible alongside dozens of negative examples. Sometimes you may need to observe what change brings you without focusing on or fearing negatives."