Why Most Packaging Redesigns Fail with Dr. William Caruso

Can a packaging redesign actually increase sales? In this episode, we dig into the science of packaging with Dr. William Caruso, senior marketing scientist at the Ehrenberg-Bass Institute, Adelaide University. Dr. Caruso explains why packaging doesn’t create demand but rather facilitates purchase, and why a redesign in isolation almost always does more harm than good. Together with host Martin Schiere, Dr. Caruso challenges much of what marketers assume about modernization, distinctive assets, and cultural differences. He explains why marketers consistently overestimate the strength of their own assets, why no redesign in his research ever reversed a declining sales trend, and why "modern" is the wrong word for what brands are really chasing. Tune into this episode as we explore: (00:00) Why redesign alone won't increase sales (02:20) Does it make sense to do a redesign? (03:56) Aesthetic appeal—a better word than "modernization" (05:32) Clarity, coherence, and familiarity (08:25) Distinctive assets vs. shopping assets (10:16) How to measure aesthetic appeal (13:29) The mere exposure effect and likability (14:00) When a redesign turns negative (16:00) Why marketers overestimate their distinctive assets (16:40) The myth of the loved brand (17:42) Making seasonal packaging work for your brand (20:30) Redesign as a B2B tool for retailer presence (22:27) Cultural difference in packaging—real or overestimated (26:13) Standing out on shelf vs. standing out in the mind (28:40) Why point of sale is underrated (31:30) How online shopping changes packaging (33:24) Good and bad outcomes of a redesign