When it comes to designing your packaging, there’s an awful lot of thought that goes into it. Which is why it’s disappointing when your product isn’t doing as well as it should on the shelf. Sometimes it might be that the product itself requires reworking, but more often than not, it’s to do with how your product is being perceived by consumers.

With one-third of consumer purchasing decisions being determined by packaging, it’s easy to see just why packaging is important – and how it can affect product sales. After all, if it can influence purchasing positively, it can also affect it negatively. This can lead to the reconsideration of packaging for some brands, but for those who may be struggling to see what it is about their packaging that can be unappealing for a customer, we’ve compiled some of the top reasons why consumers are passing on your product.


The landscape of the packaging industry dramatically changes each year, with trends that come and go, as well as trends that stick around in the long run. When you ignore trends that impact the way that customers make their purchasing decisions, the packaging can end up no longer reflecting customers’ needs or expectations.

From sustainable and eco-friendly materials down to convenience and flexible packaging, consumers have grown to expect certain things from brands. By not even considering these aspects when developing your packaging, you run the risk of portraying your packaging as outdated. Evolving with your audience is crucial.

Target Audience

For some brands, their packaging can lack consumer perspective. If you aren’t aware of what it is your target audience is looking for, your packaging could be giving an impression of your brand that you may not be mindful of – and may not be the message you want your product to give.

Most packaging decisions are made internally, sometimes without considering what exactly it is that your target audience is looking for. By holding focus groups and researching what your target audience is after, and what appeals to them, you can implement some of the suggestions and recommendations that the focus group offers. This makes it easier to gain their attention on the shopping aisles.

Standing Out

It’s important to remember that shoppers are faced with multiple product options when in stores, so if your product or packaging isn’t distinct or unique, it’s easy to understand why customers may be glossing over it. With so many different styles and colours, it can be a challenge to ensure that your product is getting the attention it deserves. But it’s often the smaller touches that unify the packaging and make it striking, which is vital when you’re trying to compete against other brands.

Adding embellishments to your packaging can be the boost that it needs to stand out, while still keeping the packaging cohesive. Embellishments are seen as influential, and can symbolise the extension of your brand’s story while enhancing the overall look of the product packaging. Introducing embellishments to your packaging can encourage consumers to consider your brand and product for longer than a fleeting look. In fact, studies have shown that shoppers look at the packaging with embellishments nearly 50% more than at the packaging without embellishments.


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