Most of the FMCG companies have recognized the importance of packaging and packaging design. To ensure that the organization has the right processes, there are some basic thumb rules.
1: You should identify issues and opportunities through store-based experiments.
2: As a brand, you have to know the strengths and limitations in the current packaging.
3: You should allocate the right resources.
4 (and probably most importantly): When you screen new packaging concepts, you should validate them via on-shelf performance.
Companies that incorporate these rules of thumb are likely to increase their in-store performance, which will pay off in a stronger ROI.