Designing Consumer Goods Packaging That Wins Customers
Your Product Is Great. But It’s Getting Ignored.
You’ve spent months perfecting your product, whether it’s a fizzy drink, artisanal soap, or high-protein snack. You know it works. You know it tastes better, feels better, or cleans better than the rest. But sales? Still flat.
Here’s the kicker: people don’t always buy what’s best. They buy what looks best.
That’s why packaging is more than a box or a bottle. It’s your first pitch. Your only shot to say, “Hey! I’m worth your money!”
In fact, 72% of Australian consumers say packaging design influences their purchase decision. Yep. Your product has two seconds to win their attention. If it doesn’t? They scroll, swipe, or walk right past.
If your product isn’t flying off shelves or getting added to carts, it’s not just a product issue. It’s likely a packaging issue.
Bad Packaging Costs You More Than You Think
Let’s get real. A product that looks cheap or just plain boring won’t sell. Not in-store. Not online. Not in a TikTok haul.
📦 Unclear design? Customers won’t understand what your product is.
📦 Inconsistent branding? They won’t trust you.
📦 Low-quality materials? They’ll assume the product inside is also low quality.
📦 Overdesigned packaging? It might look good on your screen—but not in the real world.
And that’s just the beginning.
💸 You lose sales to competitors with weaker products but better visuals.
📉 Your repeat customers drop because the unboxing experience fell flat.
👎 You miss out on social shares and word-of-mouth buzz.
And if your packaging doesn’t hold up in transit? Say goodbye to five-star reviews and hello to refund requests.
Here’s How to Design Packaging That Actually Sells
Great packaging doesn’t just sit pretty. It sells your product, tells your story, and builds your brand. Let’s break it down step by step:
Step 1: Know Who You’re Designing For
You’re not designing for everyone. You’re designing for your ideal buyer. And they’re already telling you what they want—through reviews, social comments, and what they don’t buy.
Ask yourself:
Who is my customer?
What matters to them; price, sustainability, premium feel, fun?
What colours, fonts, and words speak their language?
Example:
A brand targeting health-conscious mums should avoid loud, flashy graphics. Go for soft pastels, clean fonts, and earthy textures.
A product for fitness-loving Gen Z? Think bold, neon colours with clear performance promises on the label.
📌 Quick Tip: Use Reddit, Amazon reviews, or social media to find the exact language your audience uses. Mirror it in your copy.
Step 2: Keep the Message Simple and Strong
The best packaging doesn’t try to say everything. It says the right thing.
Lead with the main benefit. Be clear. Be bold. Be brief.
Instead of:
“Formulated with triple-filtered botanicals and micro-hydrating extracts.”
Say:
“Skin hydration that lasts 48 hours.”
Let the visuals do some of the heavy lifting, too. Use icons, symbols, or colour cues to support the message.
Remember: confused customers don’t buy.
Step 3: Make It Pop—Online and Offline
📸 People shop with their eyes. Whether they’re scrolling through a product feed or standing in aisle six, your packaging needs to say “LOOK AT ME.”
How to stand out:
Use contrasting colours or unique shapes
Create visual hierarchy (product name first, benefit second)
Choose a finish (matte, gloss, foil) that matches your brand tone
Test how it looks in real-life lighting and in mockups
E-Commerce Bonus: Make sure your packaging photographs well. Add multiple angles, zoom-ins, and lifestyle shots to your product page. If your product looks good on Instagram, it’ll get shared—free marketing!
Step 4: Focus on Functionality
Function is just as important as form.
Think:
Is it easy to open? (especially for older adults or kids)
Does it keep the product fresh?
Does it fit neatly on shelves and in shipping boxes?
Is it tamper-proof or child-safe (if needed)?
Can it be reused or recycled?
Pro Tip: Sustainable packaging is no longer a nice-to-have—it’s expected. According to McKinsey, 67% of consumers consider eco-friendly packaging a buying factor.
Even a simple “100% recyclable” badge can boost trust and sales.
Step 5: Test It With Real Humans
Don’t launch based on what you like. Test it with your audience. Better yet—A/B test different versions.
Put mockups on shelves and see which one people pick up first
Run polls on social media
Ask customers: “Would this make you want to buy?”
Keep iterating. Your first packaging won’t be your best. That’s okay. The winners are the ones who tweak, test, and improve.
From Bland to Brand
Let’s say you’re launching an all-natural cleaning spray.
Old packaging:
Plain white bottle. Tiny text. Vague benefit like “Cleans surfaces.” It blends in. Nobody notices.
New packaging after redesign:
✅ Bright pastel label
✅ Clear message: “Cuts grease in 10 seconds”
✅ Icon with “Plant-based | No Harsh Chemicals”
✅ Logo with a leaf symbol for instant eco-recognition
Now you’ve got shelf presence. You’ve got trust. And you’ve got a chance.
The Unboxing Experience Is a Sales Tool Too
Unboxing isn’t just for YouTubers. It matters to your everyday customers too.
Here’s what to include:
A branded thank-you card
Instructions or usage tips
A QR code to join your newsletter or get 10% off the next order
A surprise bonus (sample or sticker)
People remember how you made them feel. That includes when they open your product.
Ready to Win More Customers With Your Packaging?
If your packaging is still an afterthought, now’s the time to change that.
At Quirk Design Studio, we help small businesses create packaging that turns heads, tells stories, and makes products sell themselves. We don’t just design, we think like your customer.
✅ We help small brands look premium
✅ We make your product shelf-ready and scroll-stopping
✅ We test, tweak, and tailor designs that connect
Let’s turn your packaging into your top salesperson.
👉 Start your packaging makeover today and make your product the one everyone’s reaching for.