10 common errors in FMCG packaging design and how to steer clear of them
Just before you bring your next product to the market, we want to talk about something critical, well… packaging. It’s a make or break situation for any brand and there’s more to it than just adding a logo to a cardboard box. No, it’s a science (and an art) in itself. The right or wrong packaging can impress or disappoint your customers and might just drive them away. So, before you lose the battle without even fighting, hear us out.
1. Many Hands Spoil the Broth
The Mistake:
Making drastic changes to your brand imagery, which can spoil the relationship with existing customers.
Example:
In 2009, Tropicana orange juice gave its packaging a complete makeover. They ditched the iconic orange-with-a-straw imagery for a simpler, greyer and generic look. Customers didn’t know what to think, sales fell by 20% and Tropicana switched back to the old design.
Solution:
Pick a lane and stick to it. A cohesive colour scheme and consistent typography can convey your brand’s message better than a mishmash of every design element under the sun.
2. Cultural Sensitivity blunder
The Mistake:
Using cultural or religious icons on packaging, which can spark off public and community outcry. If your product sells across different geographies, respect local cultural sensitivities. What may look good in the UK, may not go down well in Indonesia.
Example:
KitKat recently landed in controversy when it brought chocolate bars to the Indian market with wrappers showing Hindu gods like Lord Jagannath in the Pattachitra style of drawing. The community saw it as an disrespect to the deities since religious imagery is not supposed to be used on a marketable product. People demanded a boycott of KitKat and the company had to apologise and withdraw the chocolates. Ouch!
Solution:
Do your research. Know what the preferences and sensitivities of the local population are and design the packaging accordingly. If you don’t know, ask someone who does—don’t assume!
3. Lack of Differentiation
The Mistake:
The packaging looks too similar to that of competitors, leading to consumer confusion.
Example:
Famlite biscuits came under criticism and legal action for its packaging which looked too similar to that of Britannia’s NutriChoice Digestive biscuits.
Solution:
Use distinctive packaging elements that highlight the differences from competitors and communicate the brand unique selling proposition (USP).
4. Misrepresentation
The Mistake: The packaging misleads consumers by exaggerating the product’s features or benefits.
Example: Patanjali has been sued by various companies for false claims on its products. The company had been claiming big things about its products through the packaging which could not be proved, leading to a loss of reputation as well.
Solution: Be honest and clear about what your product does and does not do. Misleading consumers can lead to legal troubles and damage to your brand’s reputation.
5. Over or Under Packaging
The Mistake: Over or underusing packaging materials that results in unnecessary waste or product damage. 50% of online consumers will abandon a brand if they received a defective product in their shipment.
Example:
A consumer electronics company was criticized for packaging small accessories in oversized boxes with non-recyclable packing peanuts. Not only was the material expenditure excessive and wasteful, customers were also annoyed at having to dispose of the large boxes and non-recyclable stuffing.
Solution: It’s all about the right balance. Packaging should be enough to protect your product within the shipping container. Overpacking can result in excessive shipping material usage and increase chances of product damage.
6. The Functionality Fumble
The Mistake:
Ever bought something that you can’t open without a saw? Okay, maybe that’s an exaggeration, but impractical packaging is a surefire way to frustrate your buyers.
Example: Heinz Ketchup was known for packaging their ketchup in glass bottles with a narrow neck that made it difficult to get the condiment out. Although the “anticipation” was a successful marketing theme, users were also frustrated with the functionality of the packaging.
Solution:
Always consider the end-user experience. Your packaging should be easy to open, use and store. Don’t forget, the easier you make it for the consumer, the more likely they’ll be to return for more.
7. Poor Packaging Format Choice
The Mistake:
You choose a packaging format that negatively affects the quality of your product.
Example:
Lipton Tea made waves in 2015 when it began packaging its tea bags in gold foil sleeves as opposed to the individual tea bags wrapped in foil. Many consumers expressed concerns on how the tea bags will stay fresh after opening the sleeve packaging.
Solution:
A good packaging format should maintain the product’s integrity and its shelf life. Always consider the convenience of the consumer and how your packaging can enhance their experience with your product.
8. Sustainability Slip-Ups
The Mistake:
You can’t just go around ignoring Mother Nature. Customers are wise to sustainable practices, and if your packaging says “I love plastic,” you could be in big trouble.
Example:
Coca-Cola has faced backlash for its single-use plastic bottles, which are harmful to the environment. This led them to explore more sustainable packaging options and even campaigns to encourage recycling.
Solution:
Consider using environmentally friendly materials. From recyclable and biodegradable to even reusable packaging, customers will appreciate that you go above and beyond to take care of the planet. And it’s the right thing to do for Earth—so it’s a win-win!
9. The Case of the Invisible Text
The Mistake:
You know how some packaging has text so tiny you need a magnifying glass to read it? Yeah, it’s not very customer-friendly. If your customers need to pull out a magnifying glass or dig out their reading glasses, you’ve probably lost a sale.
Example:
A long time ago, Procter & Gamble had tiny text for ingredients and directions on its Olay products. Customers, especially an older crowd who cared about what ingredients were in their products, complained loud and clear.
Solution:
Keep it simple, folks. Use clear, legible fonts. Make sure essential information (like ingredients, usage instructions, and best-before dates) is easy to read. Your customers will thank you—without the eye strain.
10. Too Much Happening On Pack
The Mistake: Too many visual elements on packaging.
Example:
You would definitely have witnessed several examples of this. A packaging overloaded with multiple colours, various typefaces, and numerous images, making it hard for consumers to focus on what the product actually is.
Solution:
Adopt a minimalist approach. Prioritize essential elements and maintain brand consistency to ensure the packaging is not overwhelming.
Packaging design is more than just putting a face to a product; it’s about making that face as friendly and inviting as possible. Avoid these common pitfalls, and you’ll be on your way to creating packaging that not only looks great but also resonates with your customers. Remember, in the FMCG game, you rarely get a second chance to make a first impression. So make it count, and maybe one day, we’ll be learning from your success stories!
