Your product might be top-notch. Your branding might be solid.
But if your packaging isn’t pulling its weight, you’re leaving conversions, customer loyalty, and sales on the table.
A packaging audit sounds technical—but it’s really about looking at your packaging like a customer would, and fixing what’s not working.
Whether you’re a startup shipping from your garage or a scaling brand with SKUs in Target, this guide walks you through 11 simple, powerful ways to audit and upgrade your packaging without a full redesign.
1. Is Your Packaging Communicating Fast Enough?
You’ve got 3 seconds—max. Does your packaging:
- Tell the customer what the product is?
- Highlight its best benefit or feature?
- Show the brand name clearly?
If not, you’re losing buyers before they even pick it up.
Fix it: Do a “blink test.” Show your packaging to someone for 3 seconds. Ask what they think it is and what stands out. If they hesitate, rewrite or redesign.
2. Are You Using the Right Packaging Format?
- Should this be in a stand-up pouch instead of a box?
- Would a resealable zipper increase repeat use?
- Could you ditch rigid packaging for a cost-saving flexible option?
Fix it: Match the format to function and shopping behavior. If it’s grab-and-go, single-use, or refillable—adjust accordingly.
3. Is the Typography Easy to Read at a Glance?
Stylish fonts are fun—until customers can’t read the product name.
Fix it: Use font hierarchy. Make your product name or key benefit big, bold, and readable from 3 feet away. Avoid overly ornate or thin fonts for crucial information.
4. Do the Colors Signal the Right Emotions?
Colors have psychology.
- Blue = calm, trust
- Red = urgency, appetite
- Green = health, eco
- Black = luxury, premium
Fix it: Align color choices with your product’s identity and your customer’s expectations. Avoid clashing tones or trends that don’t fit your brand.
5. Is Your Packaging Easy to Open, Use, and Reclose?
If your stand up pouch or custom pillow pouch tears wrong, your cap leaks, or the seal won’t reseal—it’s game over.
Fix it: Test packaging usability. Watch people open it. Pay attention to complaints in reviews. Upgrade zippers, tear notches, or closures based on feedback.
6. Is Your Branding Consistent Across SKUs?
Too many brands tweak designs per flavor or scent until their line looks like 5 different companies.
Fix it: Use consistent elements like logo placement, typefaces, brand color palette, and hierarchy. Make it easy to spot your brand across variations.
7. Do You Clearly Highlight Sustainability (If It’s There)?
If you’ve invested in compostable film (think Kraft PLA), recyclable pouches, or FSC paperboard—say it clearly.
Fix it: Add friendly iconography, a sustainability statement, or callout near the barcode. Customers value it—but only if they see it.
8. Are You Leveraging Storytelling or Emotion?
Cold packaging feels generic. Warm packaging builds connection.
Fix it: Add a small origin story, handwritten-style thank you, or an emotional benefit (not just the function). People remember how you made them feel.
9. Are You Leaving Real Estate Unused?
The back of your pouch is prime space. So is the side panel. Are you using them?
Fix it: Add:
- Directions
- Fun facts
- A QR code that leads to a brand video or discount
- A “Why we made this” section
Turn passive space into persuasive space.
10. Does It Photograph Well for Social + Ecomm?
A beautiful package that looks bad in photos won’t sell online.
Fix it: Take flatlays and lifestyle shots under natural light. Watch for glare, reflections, or illegible fonts in photos. If you sell DTC, make your packaging look swipe-stopping.
11. Are You Making the Most of Unboxing?
Customers post what excites them.
Is your packaging boring… or delightful?
Fix it: Add a sticker, tissue wrap, hidden message, bold pattern inside the pouch, or something unexpected. Doesn’t have to be expensive—just memorable.
Bonus Tip: Talk to Your Customer Support Team
Your CS inbox is a goldmine of packaging feedback:
- “It spilled in transit”
- “I couldn’t open it”
- “I didn’t realize it was powder”
Fix it: Collect packaging-related complaints and tag recurring issues. Fixing even one could prevent thousands of lost sales.
Final Thought: Packaging Isn’t Set-And-Forget
Just like your product evolves, your packaging should too.
Audit it every 6–12 months to stay competitive, clear, and compelling. Your packaging isn’t just what holds your product—it’s what holds your first impression.
