As the only provider of syndicated package design data, Designalytics evaluates the top-selling and fastest-growing designs across hundreds of consumer-packaged-goods categories. We measure and analyze a wide range of design performance areas, including visibility, communication, mental availability, element-level diagnostics, and more.
While there are many important factors in effective package design, it comes down to one thing: converting shoppers into buyers. These five home-care redesigns show how strategic changes, from stronger scent cues to clearer information and claims, can help brands strike the right chord with consumers.
When consumers are choosing a paper-towel brand, they want to know they’re getting enough performance for the price. Sparkle’s redesign won over 76% of consumers by putting its value proposition front and center. By adding a prominent “strength and absorbency for less” claim, as well as making the brand name and “pick a size” messaging larger, the brand made it easier for consumers to quickly see that value. One consumer said it was clear that, “this would hold up well without costing more,” while another appreciated “that ‘pick-a-size’ is larger, as I always look for that in a paper towel.”
Consumers pulled no punches with Blueland’s previous packaging, calling it “bland,” “faded,” and “hard to read.” The brand solved those issues with its new look, using bold colors to create stronger visual identity and contrast. The change made an impression, with one consumer saying, “the blue catches my attention,” while another noted that the package “feels more straightforward about what it offers.” The color also felt more intuitive, with several consumers pointing out that “if it has the word blue in it, blue on the label makes more sense.” Overall, 73% of consumers preferred the new design, describing it as clean, crisp, and fresh.
A more vibrant purple took center stage on the new Power Mop design, making the scent more apparent to consumers while better connecting it to the Swiffer brand. Consumers described the refreshed look as having a “deeper and richer” lavender background and felt that the product “would smell better and/or stronger.” Others felt the color made the package easier to read, more premium, and “more true to the brand.” With 73% preferring the updated design, the response shows how strong color cues can make designs more effective in a number of ways.
Sometimes, a simple wording change can make a product benefit resonate more strongly with consumers. In the case of Cottonelle, 67% of consumers chose the redesign over the previous version. For this variant, “Ultra Comfort” became “Ultra Soft,” a change that consumers felt was “more reassuring” and more descriptive of the product. At the same time, the “3x more absorbent” callout became easier to read and felt “authoritative.”
Everspring used illustrations to cue the product’s scent, and it made a big impact on the design’s effectiveness. For the lemon and mint variety, the imagery depicted the scents visually in a way that felt refreshing, clean, and cheerful to consumers. “The bright colors and lemon imagery make it feel fresh,” one said, while another consumer noted that the graphics made them expect “a more pleasant smell of lemons instead of a cleaner.” The new design earned a 60% consumer preference, even though the previous package featured more descriptive claims that some consumers found important, including “cuts grease and grime” and “not tested on animals.”
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