Packaging is your most important branding tool in retail.  It’s not just about looking good; it’s about being seen.

Your product competes with other brands in your category, but it also picks up impressions from every shopper walking by. Those are free impressions you don’t have to pay a marketing agency for. Don’t waste them.

Investing Too Little in Packaging

It’s worth it to work with a packaging expert. They’ll help with design and legal compliance.  It's surprising how many brands are out of compliance, especially in grocery CPG. This is even more important in California, where regulations are complex, and there’s no shortage of law firms waiting to profit from your mistakes.

A designer can also help you clarify your message. Rank your attributes and make sure your top differentiators stand out.If you try to communicate everything, you’ll communicate nothing.

Getting consumer input here can help- more on that later in the series.

Investing Too Much in Packaging

This happens when brands do a massive packaging run to “save on costs.” Lower unit costs are tempting, but early on you need flexibility more than scale.

You’ll probably want to tweak your packaging after seeing it on shelf — even if you did customer testing. Don’t get stuck with dead packaging that drains cash and clogs your warehouse.

Pro Tip

Mock up your packaging and *physically* put it on a store shelf where you want to sell.

- Does it stand out?

- Does it fit the set?

- Or are you banking on a category reset just for you?

That can be disruptive (in a good way), but it’s a risky bet.  Most retailers won’t change shelf heights for a new brand.