Across categories, from functional beverages to better-for-you snacks, we frequently see the same packaging issues hurting performance. Here are the most common mistakes based on the Rich Insights study data.
Mistake 1: Trying to Say Too Much
More claims = less clarity.
Brands often assume shoppers will “read their way” into understanding. They won’t.
Mistake 2: Putting the Brand First
Emerging brands often make the logo the most significant element.
But in our studies, flavour or benefit cues almost always attract earlier fixations and are more likely to result in a purchase or more extended engagement.
Mistake 3: Colour Under Differentiation
If your mango variant looks too like your pineapple variant, shoppers mix them up, especially in busy sets. Another common mix-up we see is using brown for chocolate and coffee flavours.
Mistake 4: Ignoring Category Palates
One sure-fire way to get missed on the shelf is to look like all the other products on the shelf. Work with a designer who can identify an ownable palette that can work in a majority of the retail scenarios that your product will be in.
Sources
Orquin, J.L., & Mueller Loose, S. (2013). Attention and Choice.
Milosavljevic, M., et al. (2012). Fast Visual Decision-Making.