What Bestselling Products Have in Common With Their Packaging
Ever wonder why certain products fly off the shelves while others struggle to get noticed? It’s not just about quality or price—packaging plays a huge role in making a product a bestseller.
Successful brands don’t leave packaging to chance.
They design it strategically to attract customers, build trust, and create an emotional connection before the product is even used.
So, what do bestselling products have in common with their packaging? Let’s break it down.
1. Instant Recognition—It Stands Out Immediately
The Problem:
Most products compete in cluttered retail spaces or crowded online marketplaces. If packaging doesn’t grab attention instantly, it gets ignored.
What Bestsellers Do Right:
- Distinctive colors and design: Tiffany & Co. owns its signature blue. Coca-Cola’s red can is instantly recognizable.
- Bold and simple branding: Apple’s clean, minimalist packaging stands out by doing less, not more.
- Unique shapes and textures: Think of Pringles’ cylindrical can or Toblerone’s triangular box—both make an impact.
How to Apply This to Your Brand:
- Use a signature color palette that makes your brand memorable.
- Avoid clutter—keep your branding clear and bold.
- Consider a unique shape or texture to make your product instantly recognizable.
2. Emotional Connection—It Makes People Feel Something
The Problem:
Customers don’t just buy products—they buy experiences and emotions. If packaging feels bland or generic, it doesn’t inspire loyalty.
What Bestsellers Do Right:
- Luxury brands use tactile elements (soft-touch finishes, embossing) to create a premium feel.
- Eco-conscious brands use sustainable materials to align with customers’ values.
- Personalized packaging (like Coke’s “Share a Coke” campaign) creates an emotional bond.
How to Apply This to Your Brand:
- Choose materials and finishes that align with the emotions you want to evoke. Enhance the unboxing experience with custom printed tissue paper.
- Incorporate storytelling on your packaging—share what makes your brand special.
- Add personalization where possible (limited editions, customer names, handwritten notes).
3. Clarity—It Communicates Value Instantly
The Problem:
Many products fail because their packaging doesn’t clearly explain what they are or why they matter.
What Bestsellers Do Right:
- Benefit-driven messaging: Oatly’s cartons say, “It’s like milk but made for humans,” instantly communicating its purpose.
- Easy-to-read fonts and design: Customers don’t have to search for key information.
- Smart use of icons and visuals: Think of Amazon’s frustration-free packaging label—it immediately tells customers what to expect.
How to Apply This to Your Brand:
- Ensure your product’s value is clear at a glance—don’t make customers work to figure it out.
- Use straightforward, engaging language instead of complex jargon.
- Include icons or visuals, or even materials that reinforce your product’s benefits. This can be as simple as shifting to brown, earthy labels from plastic labels.
4. Shareability—It’s Designed for Social Media
The Problem:
If packaging isn’t visually appealing or exciting to unbox, customers won’t share it—which means missed opportunities for organic marketing.
What Bestsellers Do Right:
- Beautiful unboxing experiences: Apple, Glossier, and luxury brands design their packaging for maximum impact when opened.
- Limited-edition designs: Seasonal or collector’s packaging encourages social media sharing.
- Interactive elements: QR codes, hidden messages, or personalized notes make packaging more engaging.
How to Apply This to Your Brand:
- Make unboxing an experience worth sharing—consider unique folds, layers, or surprise elements.
- Use packaging as a marketing tool—encourage customers to post and tag your brand.
- Consider limited-edition or seasonal designs to create hype.
5. Functionality—It’s Easy and Practical to Use
The Problem:
Beautiful packaging means nothing if it’s frustrating to open, store, or use.
What Bestsellers Do Right:
- Convenience-focused design: Resealable bags, pump dispensers, and easy-to-open boxes make a difference.
- Eco-friendly innovation: Brands like Loop use reusable packaging to cut waste while staying practical.
- Portability: Travel-size products and compact designs increase appeal.
How to Apply This to Your Brand:
- Test your packaging’s ease of use—is it intuitive to open and reseal?
- If sustainability is a focus, balance eco-friendliness with convenience.
- Consider how customers will store and transport your product—make it easy for them. When in doubt, ask your packaging specialist.
Final Takeaway: Packaging Makes Bestsellers—Not Just Products
The best products don’t just rely on their quality; their packaging does the selling for them.
How to Apply These Strategies:
✅ Make your packaging instantly recognizable.
✅ Create an emotional connection through design and materials.
✅ Clearly communicate your product’s value.
✅ Design for social media shareability.
✅ Prioritize functionality and ease of use.
If your product packaging attracts attention, tells a story, and delivers a great experience, you’re on the path to a bestseller.
