Mistake #20: Ignoring Packaging Functionality

In the beginning, most founders focus heavily on how the packaging looks — the design, the color, the labels, the aesthetic. And sure, visual appeal matters. But another mistake I’ve made (and seen many founders make) is focusing so much on how packaging looks that you ignore how well it actually performs in real life.

Beautiful packaging can still leak, jam, crack, clog, peel, fade, or be a terrible user experience. Customers don’t care how pretty it looks if it fails in their hands.

Pretty Doesn’t Mean Practical

Many founders choose packaging because they love how it looks on a mood board. But customers care about experience, not style.

Functionality means:

• does it leak?

• does it seal?

• does it dispense easily?

• does the sprayer work?

• does the cap get stuck?

• does the pouch reseal?

• does the label survive water?

A gorgeous package that performs poorly will get complaints, low reviews, and no repeat orders.

Packaging

Problems Destroy Reorders

Your product might be incredible, but if the sprayer doesn’t work—or the bag tears—or the lid gets messy—the customer’s first thought is “never again.”

Packaging issues are emotional issues. People don’t complain logically—they complain emotionally.

And emotional complaints hit harder:

• “it leaked all over my bathroom”

• “the pump stopped working halfway”

• “the pouch ripped on the second use”

That one frustration is enough to lose a customer permanently.

Retail = Even Higher Packaging Demands

On a retail shelf, your packaging needs to:

• survive shipping

• survive stocking

• survive customer handling

• stand upright

• face correctly

• show clearly

• not fall over

• not dent

Different channels require different packaging performance.

Amazon needs leak-proof.Retail needs strong shelf presence.DTC needs unboxing experience.

One package does not work everywhere.

User Experience > Visual Identity

Think about the actual user moments:

• opening

• dispensing

• storage

• travel

• repeat use

Will the pouch reseal?Is the sprayer fine-mist or heavy spray?Does the jar get slippery?Does the top clog if product dries?

Packaging design should start with the user, not the designer.

What to Do Instead

1. Test multiple formatsBefore committing, try jars, sprayers, pouches, pumps… see what actually works.

2. Do leak + drop testsShipping destroys delicate packaging.

3. Test usability yourselfUse it at home for a week. You’ll learn fast.

4. Ask customers earlyLet testers tell you what’s annoying. They will.

5. Buy samples from competitorsSee what’s working in your category.

6. Prioritize the experiencePretty can come later. Function comes first.

The Takeaway

Packaging is not decoration — it’s part of the product experience. If it doesn’t perform, customers won’t return, no matter how beautiful it looks.

Focus on functionality early, test thoroughly, and choose packaging that actually works in the real world—not just in your imagination or on your branding mood board.

💡 Founder’s Reflection (Mayer):I used to fall in love with packaging ideas based on aesthetics. Later, I learned functionality drives sales more than looks. Today, every packaging decision starts with how the customer will actually use it day-to-day. If it doesn’t work perfectly, it doesn’t matter how gorgeous the design is.