Packaging modernization shown to influence purchase intent

New research from Adelaide University, Australia, reveals that packaging modernization impacts purchase intention primarily through indirect mechanisms, highlighting the dual importance of aesthetic appeal and recognizable brand cues. 

The study, published in Journal of Retailing and Consumer Services, further emphasizes how packaging modernization decisions can be operationalized via research, suggesting strategies such as tracking consumer likability over time and testing brand identification and product findability. 

Dr. William Caruso, senior marketing scientist at Ehrenberg-Bass Institute for Marketing Science at Adelaide University tells Packaging Insights: “Consumer familiarity with packaging elements, known as distinctive assets such as logos, images, styles, characters, colors, typography, and layout, plays a key role in shaping purchase intent by making products easier to recognize and recall in crowded retail environments.” 

Caruso says that successful redesign depends on increasing consumers’ perceived notions of modernity without undermining recognizable brand cues.

“Distinctive assets act as mental shortcuts, allowing consumers to quickly identify a brand without needing to process detailed information. Over time, repeated exposure strengthens these associations, so that even partial cues can trigger brand recognition.”

He explains that such mental availability increases the likelihood that a product comes to mind at the point of purchase, “giving it a competitive advantage over less recognizable alternatives and influencing consumer choice.”

Dr. William Caruso, senior marketing scientist at Ehrenberg-Bass Institute for Marketing Science at Adelaide University.“Without consumer familiarity, a product must rely on standing out through bold, attention-grabbing packaging or simply leveraging strong shelf presence to capture attention and drive purchase in the moment.”

Maintaining likability

Modernization is a common objective when companies redesign packaging, however, Caruso argues that businesses should not redesign packaging just because modernization is fashionable.

“‘Modernizing’ is often the stated goal but typically signals more specific issues, such as a layout not translating well online, challenges with font readability, or concerns that the packaging is not resonating with a particular demographic.”

“Packaging is a core part of a brand’s communication system and serves as the in-home touchpoint that must remain consistent and recognizable to drive success,” he emphasizes.

“There is no easy answer to balancing modernization with maintaining key visual elements. Brand managers should start by clearly identifying which elements on the packaging are true branding devices versus messaging or creative.”

Tailoring for local market

The study surveyed primary household shoppers in the US and the UK. Caruso suggests future research should explore broader cultures and interdisciplinary works between design and marketing.

“Cultural differences and retail environments significantly shape how consumers respond to packaging redesigns, as the competitive set and visual preferences can vary by market,” he says. 

“What stands out or feels appropriate in one context might not translate in another. This makes it essential for marketers to analyze not only their own packaging elements, but also those of competitors in the markets they operate, identifying which visual cues are linked to their brand versus shared or dominated within the category.”

Caruso highlights the importance of how the links influence recognition as this relates to purchase behavior, particularly when changes are introduced.

“Redesigns often fail because they create confusion, so best practice is to evolve packaging in a way that maintains key recognizable distinctive assets, ensuring updates do not disrupt existing associations or alienate current customers, but still respond to local market dynamics.”

“It is also important to test whether cultural differences are actually present rather than simply assumed,” he concludes.