Packaging Innovation
Packaging fails
November 20, 2015

3 common reasons why packaging design fails

Packaging designers are only human and thus they do sometimes make mistakes. Especially in this day and age when packaging designers not only have to come up with mind-blowingly awesome designs, but have to do so at a pace faster than the speed of light. Evidently, when you’re constantly fighting deadlines, it’s easy to overlook a few details – or even entire steps crucial to the design process. We’ve listed three common packaging design mistakes and how to avoid them.

1.     Not keeping the product’s purpose in mind

Sometimes designers can get so caught up that they fail to keep an eye on the end result. They are in such a hurry that they fail to ask important questions and get properly informed about the product they’re designing for.
  • Who is the target audience?
  • How will this design look on other merchandise related to the product?
  • Will the packaging be clear and easy to use?
Failure to ask the right questions is often the reason why packaging ends up confusing consumers, sometimes even creating potentially dangerous situations. Take Fabuloso, for instance. Can you see why the packaging of their cleaning detergent has been criticized?

2.     Jumping onto the computer

Packaging fails Thanks to the Internet, designers have thousands of great packaging designs right at their fingertips. Unfortunately though, this abundance of information often leads designers to skip the brainstorming and sketching process and jump straight onto the computer. Needless to say, this kind of mindset not only dulls the creative process but can also lead to (subconscious) plagiarism.

3.     Never breaking the rules

Packaging fails Designing is about creating, not repeating. All too often, designers are under so much pressure that they prefer to stick with what they know, which eventually leads them to churn out nothing but similar designs. If you want to stand out as a packaging designer, don’t fall prey to routine! Dare to break the rules and change perspective from time to time, because the best designs are usually the most innovative ones.   Inspired by Bronwen Edwards in Really Good Packaging Explained