For many companies, packaging is still the final step in product development. When everything is ready, the big question arises: „What kind of box should it come in?” This approach, however, often leads to costly mistakes. Packaging not only protects the product but also affects sales, logistics, and brand perception. We’ve compiled a list of the 5 most common mistakes you should avoid.
1. The packaging appears on screen too late
One of the most common mistakes is that we don’t start thinking about packaging until the product is already finished. By that point, however, many opportunities have already been lost: it becomes much more difficult to optimize the design, material usage, or even production costs.
In successful projects, packaging is considered as early as the initial stages of product development. This ensures that the process does not end with a mere compromise, but rather with a deliberate decision and an optimal result.
2. The decision is based solely on price
The lowest price is always appealing at first glance. But when it comes to packaging, this often backfires. Inferior material quality, sloppy printing, and a less durable design all affect the final product and the customer experience.
Packaging isn't just a necessary expense—it's an integral part of the product. If you cut corners on it, you're often cutting corners on your brand.
3. Underestimating the Importance of Shelf Presence
A significant portion of shoppers’ decisions are made right in front of the shelf. That’s when the packaging is what catches the shopper’s eye. In fact, on an average supermarket shelf, a product has only You have 2–3 seconds to capture the customer’s attention. If a visual „connection” isn’t made at this point, the customer will simply move on.
If the design isn't strong enough, the surface finish is lacking, or the box doesn't stand out from its surroundings, the product can easily become „invisible.”.
A typical situation is when a product is of excellent quality, but its packaging blends into its surroundings. In such cases, it’s not the product that loses out—it’s the fact that it goes completely unnoticed.
In contrast, a well-chosen color, a contrasting graphic element, or even a subtly applied UV varnish may be enough to make the product „stand out” on the shelf and catch the eye.
4. Failure to Consider Manufacturability
Many designs look good on screen but are problematic during manufacturing. An overly complex structure, suboptimal material selection, or surface finishes that are difficult to achieve—all of these slow down production and drive up costs.
It is common for a box to feature several special cutouts, glue joints, or unique closure mechanisms. While this looks impressive, it significantly reduces production speed. While a simpler design can be produced at a rate of several thousand pieces per minute, a complex design can reduce that rate to a fraction of that.
Another common problem arises during surface finishing. For example, when too many processes are combined on a single package—UV varnishing, embossing, and lamination all at once. This is not only more expensive, but it also involves more production steps and results in longer lead times.
A common mistake when selecting materials is that cardboard that is too thin may warp, while cardboard that is too thick is more difficult to die-cut and glue. Both can result in scrap and additional costs.
Good packaging is not only attractive, but can also be produced efficiently and reliably.
5. Logistics Is Left Out of the Planning Process
Packaging doesn't end with manufacturing. It also has to be stored, transported, and handled.
If these factors are not taken into account, the product may easily take up too much space, become fragile, or be difficult to handle. Well-designed packaging functions throughout the entire supply chain—not just on the production line.
Packaging design is much more than just a matter of aesthetics. A well-thought-out solution supports sales, manufacturing, and logistics all at once. The difference often lies not in flashy solutions, but in how well the entire process is coordinated.
If you're about to develop packaging, it's a good idea to explore your options with the help of an expert right from the start.
Please contact the With the Kartonpack team, and we'll help you develop a packaging solution that not only looks great but also works from a business perspective.