8 Packaging Mistakes You Need To Avoid

Getting your packaging right can go a long way both towards driving up revenues and lowering costs. It’s therefore definitely worth giving it suitable thought. At a minimum, you should absolutely avoid these 8 packaging mistakes.

Adele, owner of corporate confectionary business: Distinctive Confectionery, shares her knowledge of packaging mistakes and what your business should avoid.

Forgetting what packaging is for

The first job of packaging is to protect your product. This means both in transit and in storage. The second job of packaging is to deliver the information the purchaser needs to use the product safely. The third job of packaging is to help to sell your product. The first two points are non-negotiable. The third is a high priority.

Excess packaging

There are two reasons why this is a no. Firstly it drives up costs. Secondly, it infuriates consumers. It infuriates consumers because it’s bad for the environment. This is arguably a third good reason on its own.

Unsustainable packaging

Once you’ve reduced your packaging to a bare minimum, you want to make what remains reusable and/or recyclable (preferably and so consumers have a choice). Also, keep in mind that “recyclable” has to mean in practice, not just in theory. Consumers are getting increasingly sensitive about this point.

Misleading packaging

This can actually lead you into trouble with the law as well as with consumers. That said, the law can, generally, only act if there is proof of wrongdoing. Consumers, by contrast, just have to feel that you are doing wrong.

In simple terms, it’s fine to present both your product and its packaging in the best, possible way. You just need to keep it real and, bluntly, avoid exaggeration. For example, if your packaging needs a bit of space to allow for product movement, that’s fine.

Making that space bigger than it needs to be, however, is not. Firstly, it probably involves excess packaging. Secondly, it could be taken to imply that you’re providing more product than you are.

Errors on packaging

Check everything you put on your packaging. Check your quantities, check your facts, check your spelling. If you’re shipping your product internationally, check your localization and/or translation.

Some words have very different meanings in different places even though, technically, the same language is spoken in them. This isn’t just true of English but other languages too. Translation is notoriously difficult. Even major companies have spectacularly failed at it.

Unclear safety/usage instructions on packaging

Anything related to safety and/or usage needs to be utterly and indisputably clear. This not only protects the purchaser. It protects you both reputationally and legally. Remember, a bad translation can get you laughed at on social media. Bad safety/usage instructions can put you out of business.

Remember that clarity is very closely linked to visibility. For example, make sure any warnings can be seen and understood clearly. This means putting them in a prominent location. You also need to make sure that the text/picture is big enough and that it stands out against its background.

Untested packaging

Always test all packaging. If at all possible, test it in real-world scenarios. Give it to people who don’t have a clue about your product and see how they get on with it. In particular, make sure that they can actually open it easily and without damaging either the product or themselves.

Make sure that you test all packaging, primary, secondary and tertiary, both individually and in combination. Remember, spending a little extra time and/or money on testing and improving something is generally far more affordable (and less embarrassing) than putting right mistakes.

Outdated packaging

Functionally, packaging technology is improving all the time. The improvements might be incremental rather than revolutionary. They can, however, make a real difference to your bottom line - if you remember to update your packaging to leverage them.

Aesthetically, vintage chic can be a look as can timeless elegance. You do, however, need to avoid letting your packaging become visually tired and dated.