I understand the reasoning to keep things visually fresh on shelves. Visual changes create visual anomalies that draw the eye. This — along with warm-fuzzies for older consumers and old-school-cool for younger ones — is the reasoning for the recent resurgence in throw-back packaging on shelves teeming with detrimental visual fluff.
However, aside from smart marketing, I really can’t understate how much nicer this type of packaging is at showcasing and segmenting products. Imagine all of the Doritos bags looking like this. Blue for Cool Ranch, red for Nacho Cheese, green for Salsa Verde, etc. — you would immediately be able to recognize the Doritos section and would immediately pick out the flavor you like. Shopping would seem so much more pleasant to me.