In July, Shelf Impact! asked readers to ponder this question: How do you know when it’s time for a packaging change for your brand, and what process do you use in your evaluation? Judging from the 138 responses, some of you think in terms of constant evaluation while others let the marketplace tell them it’s time. A sampling of responses:

“No scientific basis. Actually, we’re always planning an upgrade in packaging (but) decisions are generally made based on nothing but budget and gut feel.”

“Competitive set evaluation.”

“Our package redesign is typically done every three to four years. Our products are impulse sale items and new looks help keep them selling.”

“Only happens when the company structure changes.”

“When a new player or competitor is gaining more market share.”

“The time is right when customers provide feedback. We look at the nature of the feedback and the number of similar comments we get.”

“If you are a savvy large company, there is research with consumers. If you are like most mid to small companies, you hire a designer and negotiate from there.”