We've all seen packaging that makes us do a double take. Sometimes it's funny, sometimes it's confusing, and sometimes it's just plain unfortunate. The image above? A prime example of what happens when messaging goes awry. "Tastes Like Grandma"—yikes! Not exactly the comforting, homemade jam experience they were going for.
This is a perfect reminder that packaging is your silent salesperson. It’s the first thing a customer notices, the last thing they remember, and the reason they either put your product in their cart or back on the shelf. If your packaging isn’t clear, concise, and compelling, you’re missing a huge opportunity to connect with your audience.
What Makes Good Packaging?
Clarity – Your message should be instantly understandable. Confusing or misleading text can drive customers away (or make them laugh for the wrong reasons!).
Strong Branding – Your packaging should tell your brand’s story and evoke the right emotions. Are you aiming for warmth and nostalgia? A premium feel? Playfulness? Make sure your design aligns with your brand identity.
Easy Readability – Fonts, colours, and layout should make information digestible at a glance. No one wants to squint or decipher what you’re selling.
Emotional Connection – Packaging should make a consumer feel something positive—trust, excitement, hunger! Not...well, disturbed.
Packaging Fails to Avoid
Unintended Messaging – Double-check your copy for possible misinterpretations. Read it out loud. Ask a colleague. Ask five!
Poor Design Choices – Colour schemes, imagery, and font selections all impact how your product is perceived. Don’t let a bad layout overshadow a great product.
Lack of Differentiation – If your packaging blends in with competitors or looks too generic, it’s a missed chance to stand out.
At the end of the day, great packaging is an investment in your brand’s success. It should attract, inform, and reassure customers that they’re making the right choice. Because when done right, packaging isn’t just a label—it’s an experience.
So, next time you design packaging, ask yourself: Does this clearly communicate what I want it to? Or...does it accidentally make people question everything?