What is Bad Packaging Design?
Packaging has two major roles; to protect and promote goods. It seems a straightforward brief, that offers creative freedom with the packaging design. When designers get it right, we have packaging that elevates consumers’ perception of the brand and product. However, if they get it wrong, it can result in disappointment and damaging press. So what constitutes bad packaging design?
Packaging in Bad Taste
One very obvious example has recently appeared in the media. It seems quite obvious that the gun-shaped bottle and Mafia-referencing box of Cosa Nostra Whisky* are in bad taste. Unsurprisingly, it has been described as irresponsible and offensive. Industry regulators found it to be in breach of drink packaging codes, so it can no longer be sold.
Other poor packaging design includes the use of overly large boxes. This creates unnecessary waste, but there is another issue. Often, the packaging leads the buyer to believe they are getting more contents and better value than they do.
A 99Designs Bad Packaging Design article* has a shocking example of this; look for the Morello Chocolate box. How disappointed would you be if you opened up this packaging?
Another point raised in this article is how consumers associate certain types of packaging with specific products. Whilst creative freedom is great, designers need to avoid confusion, especially when it could be harmful. Toxic cleaners sold in a drink can is never going to be a good idea.
What is the Role of Packaging Design?
In our mind, packaging designers have a responsibility to:
- Attract the right customer, with a message and style that matches their values
- Minimise packaging use, which means thinking circularly and avoiding excessive layers
- Inform the customer, not mislead or confuse them
Ideally, the designer will work with the packaging manufacturer to create solutions which are viable, cost-effective and sustainable. Such collaborations can also offer a fresh perspective on ideas, reducing the risk of developing bad packaging design.
** https://99designs.com/blog/packaging-label/bad-packaging-design/
