Raise your hand if you’ve ever bought something just because the packaging gave you all the right vibes.(You can’t see me, but my hand is raised high.)

As a branding designer, I live for those moments. I even have a drawer full of packaging and marketing materials I’ve saved over the years because the design was just that good. But here’s the thing I’ve learned — both as a consumer and as someone who builds brands for a living:

Beautiful packaging might win the first sale — but if the experience doesn’t deliver, that customer probably won’t come back.

Great Packaging Builds Hype

Packaging doesn’t just catch attention — it sets expectations.The color, the copy, the materials — they’re all part of a story that’s unfolding in real time, long before the product is even opened.

Done right, that story creates emotional momentum: this is going to be amazing.

But when the experience doesn’t match?That excitement fizzles into frustration — and maybe even lost trust.

Let Me Tell You a Story

I recently picked up a bottle of Native shampoo in Vanilla & Cactus Flower — mostly because the packaging was giving me everything I wanted. It listed all the right promises: no parabens, no sulfates, cruelty free, volumizing — yes please. And the packaging was nice.. It felt modern, clean, intentional.

The design communicated ease, minimalism, and confidence.

But then came the twist-lock cap.

Cue me, standing mid-shower, spinning the pump in every direction like I was trying to solve a sadistic rubik's cube. Nothing. I eventually gave up, stepped out of the shower dripping, and looked it up on TikTok. (True story.)

Native — if you’re listening — no offense. The product smells amazing and does a great job. But if your packaging requires a how-to video just to open it, we have a problem.

A simple embossed "twist →" or a sticker on the pump would have saved the moment. Instead, it disrupted what should have been a seamless brand experience.

And that’s what this post is really about.

It’s Not Just About Looking Good — It’s About Holding Up

This isn’t about hating on one product. It’s about what happens when there’s a disconnect between the story your packaging tells and the experience your product delivers.

I can design the most stunning packaging in the world, but if:

• The pump doesn’t work,

• The box feels flimsy,

• The label peels off in the fridge, or

• The packaging makes something as simple as opening unnecessarily hard...

That’s a problem.

Because packaging isn’t just about shelf appeal. It’s the first part of the relationship — the first "trust me, I’ve got you" moment. If that’s where the relationship breaks, the rest doesn’t matter.

What Smart Brands Do Differently

Smart brands know that packaging is part of the product experience — not separate from it. It’s not just about what looks good on Instagram. It’s about:

• Functionality: Is it intuitive and satisfying to use?

• Durability: Does it hold up to real-world handling?

• Alignment: Does the vibe match the product’s reality?

When form and function work together, that’s when a brand starts building loyalty.

And That’s Where I Come In

When I design for clients, I’m not just thinking about the shelf —I’m thinking about the sink. The shower. The cabinet. The fridge. And the consumer.

Because that’s what great packaging does — it’s not just a container for a product. It’s a container for trust.

Emerging Brand Tip: Don’t Skip R&D

If you want to avoid these trust-breaking mistakes, you’ve got to test your packaging the way your customer will experience it.

Big brands have entire teams dedicated to this kind of research. They test cap mechanisms, pump performance, leak potential, and even whether a label holds up in a steamy bathroom or messy fridge.

If you're an emerging brand, you could hire a research and development team.. OR you can do it yourself. Here’s how:

1. Order samples. Test different pumps, caps, tubes, jars. Don’t just go for what looks good — try what feels right.

2. Stress test it. Drop it, shake it, toss it in a hot car or cold bag. Put it in the shower and fridge. What happens?

3. Watch people use it. Friends, family, or ideal customers. Don’t give them instructions — just observe. Where do they get stuck?

4. Search forums and reviews. Other founders often share packaging fails and product quirks online.

5. Track it all. Make a simple spreadsheet that logs ease of use, cost per unit, durability, and overall vibe.

6. Stay curious after launch. Track returns, reviews, customer complaints, and FAQs. That’s post-launch R&D — and it’s just as valuable as pre-launch.

R&D doesn’t have to be intimidating or expensive. You just need to be curious, observant, and committed to making your product feel as good as it looks.

Because packaging that overpromises and underdelivers? That’s not just disappointing — it’s brand damaging.