5 Unexpected Packaging Design Mistakes and How to Avoid Them

Great packaging design is about more than just looks. It is a balance of creativity, practicality, and brand strategy. Yet even the most experienced teams can make surprising errors that affect performance, cost, and customer experience. At Tray, Inc., we see these packaging design mistakes often and help clients correct them before products ever reach the shelf.

Below are five common but unexpected packaging design mistakes and how to avoid them in your next project.

1. Focusing on Visual Appeal Instead of Function

A package that looks impressive but fails in real-world use can quickly damage a customer’s perception of a brand. When form is prioritized over function, products arrive damaged, packaging tears too easily, or customers struggle to open it.

This usually happens when visual designers work independently from structural engineers or production teams. The artwork might be beautiful on screen but impractical once folded, glued, or shipped.

How to avoid it:

• Collaborate early between design and production teams.
• Build physical prototypes and test how the packaging opens, closes, and protects the product.
• Conduct drop or shipping simulations to ensure durability.
• Make the unboxing process intuitive and satisfying, not frustrating.

Function is part of design. The best packaging feels as good to use as it looks on the shelf.

2. Misjudging Size and Structure

A well-designed box that does not fit the product correctly can cause problems across the entire supply chain. Boxes that are too small risk crushing or damaging the contents, while oversized packaging wastes materials and increases shipping costs.

This often happens when teams design based on idealized product dimensions rather than real measurements. Small variations in product size or protective inserts can add up quickly.

How to avoid it:

• Measure the product, protective materials, and any inserts together before finalizing dimensions.
• Build mock-ups to test shelf fit, stacking, and storage.
• Work with packaging engineers who understand how minor structural changes affect logistics.
• Optimize size to reduce shipping costs and environmental impact.

A properly sized package not only saves money but also creates a more professional presentation.

3. Overcomplicating the Design

A busy package design can confuse customers and dilute brand identity. When a box includes too many graphics, fonts, or messages, the result is visual clutter. The main product benefit can become lost in the noise.

This mistake often occurs when teams try to communicate everything at once — features, instructions, certifications, promotions, and more. The outcome is a design that feels overwhelming instead of engaging.

How to avoid it:

• Identify the single most important message for the customer to see first.
• Use clear hierarchy in typography and color to guide the eye.
• Embrace white space to give the design room to breathe.
• Limit the number of colors and font styles.
• Test designs with customers to ensure the message is instantly clear.

Clarity always outperforms complexity. The strongest packaging communicates in seconds.

4. Ignoring Sustainability

Sustainability has become a key factor in how consumers judge brands. Using excessive materials or non-recyclable packaging can turn customers away, even if the design looks beautiful. Today’s buyers are conscious of environmental responsibility and expect brands to share those values.

Sometimes sustainability is an afterthought, added at the end of the design process rather than built into it. That makes it more expensive and less effective.

How to avoid it:

• Choose recyclable, biodegradable, or compostable materials from the start.
• Use right-sized packaging to minimize waste.
• Consider renewable or post-consumer recycled materials for printing and inserts.
• Include clear recycling or reuse instructions on the box.
• Work with suppliers who verify sustainability claims and certifications.

Environmentally responsible packaging not only builds trust but also strengthens your brand reputation.

5. Skipping Proper Testing and Proofing

Many companies rush from concept to production without full testing. Even small oversights, like misaligned folds or color shifts, can make a professional design look careless. Skipping testing can also cause production errors that lead to costly reprints or damaged shipments.

The mistake usually happens when tight timelines push teams to approve digital proofs without reviewing physical samples. But screens cannot show how ink interacts with materials or how structural folds will behave.

How to avoid it:

• Always print and assemble prototypes before approval.
• Check artwork alignment, barcode placement, and readability in real lighting.
• Test how the packaging looks under different conditions such as humidity, temperature, or transport vibration.
• Conduct pilot runs to ensure consistent quality during full production.

Thorough testing protects both your brand’s image and your bottom line.

Final Thoughts

Effective packaging design is both art and science. It tells a story, protects a product, and creates an experience. The most successful brands invest time in testing, functionality, and sustainable choices long before production begins.

At Tray, Inc., we help companies bridge the gap between design and manufacturing. Our experts guide you through every step of packaging development — from concept and material selection to print, fulfillment, and distribution. The result is packaging that looks exceptional, performs reliably, and aligns with your brand values. For other tips on Print Mistakes to Avoid, please read our blog.