For brands, changes in packaging designs are often regarded as a risk factor. As long as there is no strong competitor activity in the market, innovation can create great opportunities for brands that want to maintain their position when the analyzes of their current positions are completed accurately. The desire to always look beyond the current position needs to be maintained. Brands should not focus on the negatives and ignore the power of good and data-driven design. You can see brands that increase their sales by 300 percent after rebranding with data-driven design management.

Change in design is often seen by brands as an innovation that should be avoided. While new brands can take bolder steps in design changes, such changes can be considered a complete risk factor, especially for well-established brands. Brands that hold a strong competitive position in their category tend to focus on maintaining their position rather than staying up to date or leading change. While spending millions on advertisements, brands that want to increase their sales or gain market share need to take the lead and look beyond their position instead of just following the transformations in the market and reacting. Rebranding or design change can create big leaps, especially for brands that have been in the market for many years. 

THE RISK IS IN BADLY BUILT DESIGN, NOT IN CHANGE

Factors such as common tastes, last trends, and the amount of resource that the brand will transfer to the design affect the design output. Some packaging designs become timeless and iconic by integrating with the brand whereas both the sales data and consumer reactions of some other brands may signal to brands that they need to make changes in their packaging designs from time to time. Fearing the harm that any change in their designs can cause, many brands wait for the rising competitors or trends to push instead of leading the change. However, it is very important to position yourself as a brand that the rest of your category is trying to catch up with. Brands that don’t avoid competition in design and in marketing, that always keep up with the trends, that can be innovative instead of following others, that come to the shelf with their measurable packaging and that go to change with their good design, prepare for significant growth.

The redesign process required for the packaging design to change and integrate with the brand and reflect its own vision and mission is not inherently risky. It should not be forgotten that what is really risky is poorly constructed redesigns. Sometimes avoiding risks may be the biggest risk. The key to good design is designs created with clear messages. Therefore, one of the most important criteria is to move away from the anxiety of explaining all the information on the packaging and determine the priorities. With a 95 percent confidence interval in the artificial intelligence technologies that we have been using for our brands for a long time, we analyze both the consumer and the competitors, and achieve very successful outputs in reconstructing brands and prevent the risk of brand accidents. Risk-averse brands should not be afraid of measurable packaging design.

We observed a 300% increase in sales of the Kertil Çam cologne brand after we have redesigned its brand story and packaging. I can say that the most important point in such processes is to make analyzes with the right techniques. 

In recent years, packaging changes, which have spread especially through social media and caused dramatic decreases in sales, intimidate brands. It should not be ignored that renewing designs without proper analysis can lead to failure regardless of the change. Focusing only on negative examples will keep brands from moving forward. When we met with the Kertil Çam brand, we first identified the problem and redesigned the brand completely, from bottle designs to brand story, according to consumers’ focal points and competitor analysis. The sales of the brand, for which we had measured the performance of the old packaging with artificial intelligence and created the new design on the outputs of artificial intelligence, experienced a serious jump by 300%. If there is a risk with the redesign, it can also be an opportunity. Brands that ignore this are missing a great opportunity, but brands like Kertil Çam, who are aware of it, are preparing to grow by unlocking important hidden opportunities. I believe that successful works should be more visible instead of a dozen of negative examples. Sometimes, you may need to watch what change will bring you without focusing on the negatives and without fear.