Food and Drink Packaging Mistakes That Cost You Sales (And How to Fix Them) 

Great food and drink products do not just sell themselves. Your packaging does a lot of the heavy lifting.  

From first impressions on the shelf to the experience at home, packaging influences whether someone buys once or becomes a repeat customer. 

The problem is many brands do not realise their packaging is costing them sales. Here are some of the most common food and drink packaging mistakes and what to do instead. 

1. Your Product Does Not Stay Fresh 

Freshness is non-negotiable.  

If your packaging fails to protect the product, customers will notice immediately. Whether it is exposure to air, moisture, or poor sealing, the result is the same. Lost trust. 

Common issues include:  

Why it matters: 

Freshness is directly tied to perceived quality. If a product tastes stale or spoiled, customers rarely give it a second chance. This does not just impact repeat purchases. It can also lead to negative reviews, reduced word of mouth, and long-term brand damage. In competitive categories, one bad experience is often enough for a customer to switch to a competitor permanently. 

What to do instead: 

Choose food grade packaging materials and formats that are specifically designed for your product category. Consider oxygen and moisture barriers, resealable closures, and tamper evident features. Test shelf life in real conditions, not just in controlled environments. If your product is premium, your packaging must preserve that quality from production through to consumption.  

2. Inaccessible Food Packaging 

If your packaging frustrates customers, you are creating friction before they even try your product. This is where accessible packaging becomes critical. 

Think about: 

Why it matters: 

Ease of use plays a major role in overall product satisfaction. If customers struggle to open, pour, or reseal your packaging, it creates a negative emotional response that becomes associated with your brand. Over time, this reduces repeat purchases and can push customers towards more convenient alternatives. Accessibility is also a growing expectation, not a niche requirement. 

What to do instead: 

Design packaging with real users in mind. Incorporate easy open features, ergonomic shapes, and controlled dispensing options. Test usability across a range of customer types, including those with limited strength or mobility. Small improvements in usability can significantly increase customer satisfaction and repeat purchase rates. 

3. It Does Not Stand Out on Shelf or Online 

If your product is not noticed, it is not chosen. 

In crowded retail environments or small online thumbnails, your packaging has seconds to make an impression. A well known example is Tropicana, where removing key visual assets led to a significant drop in sales. 

Why it matters: 

Shelf impact directly affects conversion. If customers cannot quickly recognise your product or understand what it is, they move on. This is even more important for repeat buyers who rely on visual cues to find your product quickly. Weak visibility reduces both new customer acquisition and repeat purchase efficiency. 

What to do instead: 

Build strong visual consistency across your packaging. Use distinctive colours, shapes, and brand elements that are easy to recognise from a distance. Design for both physical retail and digital environments, ensuring your packaging remains clear and legible even at small sizes. Regularly review your packaging against competitors to ensure it stands out in context, not just in isolation. 

4. Weak or Confusing Typography  

Typography is not just design. It is how customers read your product. If everything looks the same, nothing stands out. 

Good food packaging design: 

A strong example is Kettle Chips. In a redesign by The Edison Agency, the focus was on refining the existing brand rather than replacing it. The brandmark was strengthened to improve visibility, typography was adjusted to feel more premium and approachable, and the layout was simplified to help customers navigate the range more easily.

Why it matters: 

Customers do not read packaging in detail. They scan it quickly. If your typography does not guide their attention, key information gets missed. This can lead to confusion, hesitation, and ultimately lost sales. Clear hierarchy helps customers make faster decisions, which is critical in high choice environments. 

What to do instead: 

Establish a clear typographic hierarchy that directs attention. Prioritise the brand name and product type, then support it with secondary information. Use contrast in size, weight, and spacing to create structure. Test your packaging by asking how quickly someone can understand the product from a distance or in a few seconds. 

5. It Is Not Built for Real World Use  

Packaging might look good in a design file, but real life is different. If it leaks, spills, crushes, or is difficult to store, customers will lose confidence quickly. 

Common problems: 

Why it matters: 

Real world performance affects both customer experience and operational costs. Damaged packaging can lead to product waste, returns, and negative reviews. For ecommerce, poor durability can significantly increase breakage rates. For retail, inconvenient packaging can reduce shelf efficiency and customer satisfaction. 

What to do instead: 

Test your packaging across the full journey, from transport and storage to handling and use. Consider stacking strength, drop resistance, and how the product fits into everyday environments like fridges, cupboards, and bags. Design for durability without compromising usability or appearance. 

6. It Is Not Designed to Be Shared 

Customers do not just consume products. They share them. If your packaging does not look good in photos, you are missing an opportunity for organic exposure. 

Why it matters: 

Visually appealing packaging can turn customers into promoters. When people share your product online, it builds trust and expands reach without additional marketing spend. Packaging that is forgettable or unattractive limits this potential and reduces your ability to benefit from user generated content.  

What to do instead: 

Design with shareability in mind. Use distinctive colours, textures, and finishes that stand out in photos. Think about the full experience, including unboxing and first use. Small design details can make your product more memorable and more likely to be shared. 

Final Thoughts 

Packaging is not just a container. It is a sales tool. When done well, it protects your product, improves usability, builds recognition, and drives repeat purchases, when done poorly, it quietly pushes customers away. 

If you are investing in your product but not your packaging, you are leaving sales on the table.