A carefully planned strategy is critical when changing packaging of your brand.

Some major package design changes are successful, and some are not. When a major package change discards recognizable elements on the package, marketers and designers must carefully evaluate the risks. It may be the right thing to do at the right time. But it can backfire if the realities of the marketplace and the brand equities are not carefully assessed and thoroughly communicated to consumers and the trade.

Important to any change in packaging is the role in-store, in-home or out-of-home communications play to inform and educate consumers that changes have taken place. Integrated communications need to be part of the planned strategy for a smooth and successful transition for any packaging change.

For more information read Herb Meyers and Richard Gerstman article on "Continuity in Brand Packaging: When is it Important?"