Why Packaging Still Matters—A Lot

Even in an online-first world, your packaging is often the first physical touchpoint someone has with your brand. Whether it’s on a retail shelf or arriving in the mail, poor packaging can ruin a first impression—or worse, turn a buyer away for good. Here are the most common packaging designmistakes brands make and how to avoid them.

1. Overdesigning for Aesthetics, Not Function

Eye-catching design is important—but if the packaging is hard to open, doesn’t protect the product, or adds unnecessary bulk, you’re creating afrustrating experience. Good packaging balances form and function.

Avoid it by: Testing with real customers before launch. Ask: Is it easy to open? Does it feel instinctive? Is anything getting damaged in transit?

2. Ignoring Practical Shipping Needs

Some packages look great until they hit a delivery truck. Fragile materials, odd shapes, or inefficient box sizes can drive up shipping costs or lead to damaged goods.

Avoid it by: Designing with logistics in mind. Work with your shipping provider early on to test fit, durability, and cost-punch.

3. Forgetting About Clear Messaging

Busy packaging with too many fonts, unclear hierarchy, or vague messaging often leaves customers confused. People shouldn’t have to hunt to understand what the product is or how to use it.

Avoid it by: Prioritizing readability and simplicity. Make the pivotal information (product name, use, size, instructions) instantly visible from a distance.

4. Employing Unsustainable Materials Without Reason

Excessive plastic or non-recyclable materials are a turn-off for many buyers—and may even conflict with your brand values if you claim to care about sustainability.

Avoid it by: Being intentional. Choose recyclable or compostable options when possible, and if you use plastic or foam, have a clear reason for doing so (e.g., protection for fragile items).

5. Inconsistency With Brand Identity

Your packaging should match the tone and feel of your brand. A luxury product with a cheap-looking box, or a wellness brand employing harsh colors, creates a mismatch that erodes trust.

Avoid it by: Making packaging part of your brand guidelines. Use the same colors, fonts, and voice you use elsewhere.

6. Neglecting the Unboxing Experience

For direct-to-consumer brands especially, the unboxing moment can make or break loyalty. A forgettable or messy opening experience is a missed opportunity.

Avoid it by: Adding small, thoughtful touches—like a thank you note, protective tissue, or a specimen. It doesn’t need to be expensive to feel intentional.

Definitive Thought: Packaging Isn’t Just a Box—It’s Part of the Product

The best packaging design feels smooth, not showy. It protects your product, supports your brand, and makes your customer’s life smoother. Avoid these common pitfalls, and you’ll turn a necessary expense into a ahead-of-the-crowd advantage.