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 who walks 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 can help with both design and legal compliance. Many brands are out of compliance, especially in grocery CPG. This is even more important in California, where regulations are complex and there is 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 will likely 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.

A Practical Test

Mock up your packaging and physically put it on a store shelf where you want to sell.  Check to see that it stands out. 

Does it fit the set?  If it doesn’t fit, you are banking on a category reset just for you.  That can be disruptive in a good way, but it is also a risky bet. Most retailers will not change shelf heights for a new brand.

The Takeaway

Packaging can make or break your first impression. It’s your single best chance to communicate your story before a shopper even picks up your product.

Invest enough to make it professional, compliant, and clear, but stay flexible. The right balance between creativity and pragmatism will save you from a warehouse full of outdated boxes and help your brand stand out where it matters most.