Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob explore why packaging redesigns so often backfire, and what actually drives shoppers to pick a product off the shelf.
Topics covered:
[01:21] "The Packaging Redesign Modernization Dilemma"
[03:06] Why redesigns are an expensive, common gamble
[05:35] Does looking more modern actually boost sales?
[06:17] Why familiarity beats likability at the shelf
[07:31] When a redesign makes sense, and when it doesn't
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Caruso, W., Romaniuk, J., Page, B., & colleagues. (2026). The packaging redesign modernisation dilemma: The relationship with familiarity, likeability, and its effect on purchase intent. Journal of Retailing and Consumer Services.
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