What Makes Consumers Distrust a Product or Brand Based on Its Packaging.

Packaging can convince consumers to choose a product, but it can just as easily make them question the brand.

Packaging is no longer just a container for a product. It communicates with consumers before they even try what is inside, and that communication can either build trust or destroy it.

Unclear or hidden information is the biggest source of distrust, cited by 30% of consumers. Another 25% are put off by small, hard-to-read text, while the same share distrusts oversized packaging containing relatively little product.

Too much advertising on the packaging concerns 23% of consumers. Nearly one in five notice a mismatch between the appearance of the packaging and the actual quality of the product.

Interestingly, distrust is driven not only by information but also by appearance: 17% are put off by packaging that looks cheap or low-quality. The same share reacts negatively to the lack of information in Ukrainian.

Packaging is a brand promise. The more it tries to embellish reality, hide details, or create inflated expectations, the greater the risk of achieving the opposite effect.

What would make you abandon a purchase faster: tiny print, too much empty space inside a large package, or packaging that simply looks too cheap?

Data processed by Media Systems