Abstract
Modernisation is a common objective in packaging redesign briefs, yet consumer-perceived modernity has rarely been examined as a distinct construct. Drawing on existing memory (Associative Network Theory) and design (Gestalt) theories, this study uses structural equation modelling to examine how packaging modernity influences purchase intention through likeability and familiarity. Online surveys with 484 United States and 491 United Kingdom consumers provided evaluations of 48 redesigned packages across seven packaging types (e.g., bag or bottle) and six diverse categories. Results show modernisation affects purchase intention primarily through indirect mechanisms, rather than via a direct effect, underscoring the dual role of aesthetic appeal and recognisable brand cues. From a managerial perspective, the results offer actionable guidance for managing redesign risk: modernise when pack likeability declines, protect distinctive assets that support recognition, and plan communications to rebuild familiarity following substantial change. The study also demonstrates how these decisions can be operationalised through research, including tracking likeability over time and testing brand identification and findability to ensure redesigned packages remain easy to locate and correctly linked to the brand.