5 Myths Holding Back Your Packaging Design
October 10, 2024
Creating Breakthrough Packaging Provides a Pathway to Brand Success
Strong packaging design is crucial because it’s like the hype man for your product—it amplifies the product’s value and helps it stand out, especially in a crowded market.
Sure, the product is the real MVP—its quality and function are what keep customers loyal. But when it comes to getting someone to pick it up in the first place? That’s all packaging. It’s like the ultimate wingman—it grabs attention, sparks curiosity, and creates excitement before the product is even touched. Whether it’s eco-friendly packaging that signals sustainability or a luxe design that exudes quality, customers are forming opinions based on what they see long before they experience what’s inside.
Still, some brands miss the mark with packaging. Let’s break down some common myths we’ve run into over the years:
Myth: The more claims the better.
Truth: Nope. Less is more. Keep things simple, clear, and concise—no one wants to wade through cluttered designs or overwhelming information. A clean, consistent design builds trust and loyalty faster than a laundry list of claims and violators. A good rule of thumb is no more than 3 claims on the front of the package. If you have one strong primary claim, lead with that and it will drive consumers to pick up the pack and investigate further.
Myth: Sustainable packaging is a hassle and too pricey.
Truth: Not as much anymore! You can go green without going broke. Sometimes, it’s as easy as downsizing the package structure or using fewer materials. Plus, eco-friendly alternatives are popping up everywhere—sustainability is becoming much easier than you think. See Tipa Corp, Lü Packaging, Hemp Press, and many more.
Myth: My product has broad appeal, so I’ll design for everyone.
Truth: While broad appeal sounds nice, you’ll grow faster by zeroing in on a core audience. Design to connect with the center of the target, they are the group that will sing your praises so that others hear the news! And, if your product’s got mass appeal, it’ll naturally branch out from there.
Myth: Only big companies can afford unique packaging.
Truth: Think again. Often, it’s the smaller brands who are first to adopt new trends or innovate on a particular form. They’re bold, take risks, and lead the way for everyone else. Unique packaging could be simply taking a form that is in another category and using it in a new one…like a squeeze bottle for olive oil or an aluminum can for water. Unique doesn’t always mean fully customized; it can often simply be unique to your category.
Myth: Once I’ve nailed a design I’m good for the long haul.
Truth: Working with design pros can help ensure that you’re on the right track. But, you know that products and markets evolve and so does packaging design. What you launch with isn’t the end of the road. You’ll need to reevaluate your packaging and voice every few years. That doesn’t mean that you’ll need to make huge changes but keeping it fresh and relevant is part of being a responsible brand owner.
Packaging That Turns Heads and Wins Hearts
In competitive markets, packaging is key for setting your brand apart. As the competition heats up, it’s not just about what your product does—it’s about how it makes people feel. Packaging helps communicate those emotional and intangible qualities like luxury, nostalgia, or eco-friendliness. Well-designed packaging builds a deeper connection with your audience.
In the end, packaging isn’t just a container—it’s a critical part of your brand. It shapes how people see your product and can tip the scales in their buying decisions. The more crowded the market, the more you need to nurture those intangible brand qualities with thoughtful, consistent packaging.
BONUS
Myth: Great packaging design is expensive.
Truth: Not necessarily…but it is an investment. There are plenty of ways to tackle the design and a variety of design firms. The large firms that charge six figures, service the larger CPG companies which have longer and more complex approval processes. Smaller and medium sized firms work with a wider variety of brands with a more nimble and lean process. Whether you work for a large CPG company or are a smaller entrepreneur, good firms want to see you succeed and will invest their expertise to help make that happen. But understand that you’re paying for that expertise and should be willing to invest to make your brand shine.