Establishing Identity
Keep it fresh
While consistency is important when establishing branding through packaging, it is also a good practice to update packaging periodically so a product doesn't appear to be dated.
Lucas notes that the rate at which packaging is being updated is increasing. He cites the Mintel Global New Products Database in stating that there were 326,000 product and packaging launches last year, a 20 percent increase from 2011. Some 48 percent of these were new product introductions. New variety and line extensions were 30 percent, new packaging made up 15 percent, and relaunches contributed to 5 percent.
Cory Francer is an Analyst with NAPCO Research, where he leads the team’s coverage of the dynamic and growing packaging market. Cory also is the former editor-in-chief of Packaging Impressions and is still an active contributor to its print magazines, blogs, and events. With a decade of experience as a professional journalist and editor, Cory brings an eye for storytelling to his packaging research, providing compelling insight into the industry's most pressing business issues. He is an active participant in many of the industry's associations and has played an essential role in the development of the annual Digital Packaging Summit. Cory can be reached at cfrancer@napco.com
