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.
Do redesigns require a radical reinvention? According to our data, the answer is no. While drastic redesigns often attract the most attention, our research indicates that even subtle, strategic changes can deliver impressive results. By refining communication and enhancing existing assets, brands can drive substantial improvements in design performance while maintaining their established visual equities. We’ve collected six recent examples where minor design updates led to major gains in consumer preference. Check them out below!
Category: Beef jerky
Cattleman’s Cut new design secured a dramatic purchase preference advantage over its predecessor with a couple of simple, strategic changes. The brand swapped its "hardwood smoke" claim for a "10g protein" callout and stretched the "Original" flavor descriptor across a bold red banner. Consumers positively responded to the "more premium" look, noting the new pack was "easier to read" with "no confusion" about the flavor. The protein claim was also popular with consumers, with one saying that the protein “being very prominent is appealing to me and fits my fitness goals.”
Category: Chips (potato)
Sometimes the most effective update is simply telling consumers exactly what they are eating. UTZ achieved an 80% consumer purchase preference for its new design by making one modification: the addition of a badge highlighting simple ingredients and no artificial colors or flavors. This single element completely shifted perception. One consumer summed up the appeal perfectly: "With very little effort, I can tell what I'm getting when I purchase this product.”
Category: Feminine care
Poise made two small, high-impact changes to its packaging—adding a "Fresh Sense" callout and updating the pad imagery. Consumers appreciated that the new design offered more information upfront, resulting in a 77% purchase preference for the update. The changes successfully translated design elements into functional promises, with consumers explaining, "It makes it looks like there's added protection.”
Category: Razors and blades
Gillette Fusion5 made a simple update to the product image in the top right corner, replacing a generic view of the blades with a water-droplet icon that highlights the razor's moisture strip. This small tweak made a key benefit “immediately visible” 74% consumer purchase preference, and according to consumers, made the product’s benefits “immediately visible.” They appreciated the clarity, with one consumer explaining that the imagery made them “believe that it would be moisturizing and comfortable.”
Category: Cereal (kids)
Froot Loops achieved a 70% purchase preference by prioritizing nutritional information using a distinct green banner. By pulling key nutrients out of the rest of the pack, the new design successfully caught the eye of nutrition-conscious consumers. As one consumer noted, “I selected this box because the green bar on the top of the box front makes it easy to see the nutritional benefits.”
Category: Chips (tortilla)
Tositos improved consumer preference by adding to their current design, with 68% of consumers preferring the new look. The brand introduced a prominent "No Artificial Flavors, Colors, or Preservatives" banner and added a badge emphasizing its traditional recipe. Consumers responded positively to the transparency, with one responding, "I like that it states in large lettering that there are no artificial flavors, colors or preservatives so you know you are getting real ingredients."
Do you know how your packaging would perform? As these brands demonstrate, you don’t always need a revolution to drive results—you just need to know which levers to pull. Our predictive metrics allow you to evaluate your current design against competitors and identify high-impact refinement opportunities with confidence. Whether you are considering a subtle refresh or a complete overhaul, ensure your packaging is working as hard as it should. Contact us to learn more.