Why Some Brands Intentionally Use Ugly Packaging & It Works?

The time when brands are struggling day and night to make their packaging stand out with stylish and interactive packaging designs. But on the other side, brands intentionally use “ugly” packaging, and it works too. Yes, you heard it right.

Why ugly packaging sells? At first, it seems illogical. Why would a customer choose packaging that looks messy or ugly over one that looks professional, stylish, and neat? It all depends on human perception, choices, likes, or dislikes.

Keep reading this blog post to know why some brands must use ugly packaging to fulfill the needs of their target audience.

Why Brands Intentionally Use "Ugly" Packaging?

Ugly by name refers to something poor, bad, or weird. But the surprising thing is that some brands are using ugly packaging not unintentionally, but intentionally. In the presence of aesthetically appealing designs, why do they prefer ugly packaging?

Stay reading as we share the reasons why they are using it.

1. Genuineness and Trustworthiness

Packaging is all about delivering originality while building trust in the eyes of customers. Brands think only those packaging is trustworthy and authentic that come with appealing graphics and design, but it’s not true. Even ugly, outdated, rough, or simple packaging is authentic and trustworthy.

2. Anti-marketing Appeal

Sometimes, cutting through the market noise is the best way to stand out. It’s not mandatory to do the same things that others are doing. Even by rejecting sleek designs, some brands can make their packaging stand noticed on shelves. The key to following an anti-marketing strategy is to do it the right way.

3. Personality and Storytelling

Packaging with the same themes, designs, and colors often goes unnoticed because customers don’t find something unique that will help them get attracted. When your packaging looks ugly or even different, they think that it has a story or personality. Hence, it is proven that ugly packaging sparks emotions and invites engagement.

4. Subversion Joy

There is a certain type of happiness in sabotaging expectations. Customers enjoy facing something that puts them into a challenging situation rather than being attracted by beautiful designs, themes, or colors. The real tension between expectation and reality creates amusement and intrigue.

5. Perceived Value

Unique packaging sparks curiosity among customers, and they eagerly want to open the box. The ugly packaging efforts are not wasted until they comply with brand values and the target audience’s needs. Only those brands that succeeded in ugly packaging are those that know how to be ugly while being functional.

Examples Where "Ugly" Design Actually Worked

Aesop

Their bottles look like something from a hospital or old apothecary. Brown glass, plain labels, minimal everything. It's intentionally clinical and kind of boring. But that medical vibe makes people think it's serious skincare, not just pretty fluff. The ugliness screams "We care about what's inside, not the Instagram moment."

Lush Cosmetics

A lot of their products come in absolutely nothing, just naked bars wrapped in recycled paper with handwritten labels. Some stuff looks like lumps of clay. But customers love it because it feels handmade and eco-friendly. The rough look became their signature.

Burt's Bees

Those yellow tins and tubes? Pretty basic. The bee mascot and fonts look dated, almost crafty. Nothing sleek about it. But that homemade grandma's recipe vibe is exactly why people trust it. It looks like it came from a farm, not a lab.

Gorilla Glue

That bottle with the gorilla on it isn't winning design awards. It's chunky, the graphics are aggressive, and it looks industrial. But when you need something strong, you want packaging that looks tough, not pretty. The ugly works.

Bag Balm

Green tin, old-timey cow logo, looks like something from 1920. Because it basically is. The packaging hasn't changed in forever, and it looks ancient. But people swear by it. The outdated look makes it feel like an old family secret that actually works.

In Conclusion!

Ugly packaging is not a bad thing. It invites engagement, sparks curiosity, and communicates authenticity. With just the “ugly” word, we cannot say that this type of packaging is undervalued and weird.

The packaging industry norms and times have been completely changed. That’s why brands intentionally use “ugly” packaging to succeed. The purpose of packaging is not only related to perfectness, but it’s all about authenticity, result-oriented imperfections, and distinctiveness. For more packaging-related tips and ideas, stay in touch with Emenac Packaging USA. 

Author : Emenac Packaging USA

Having an ability to customize packaging boxes in different sizes, shapes and styles, Emenac Packaging fulfills the requirement of customers in lowest rate with flawless printed results. Not only we accept short and long run orders, we also use high quality Cardboard, Kraft and Corrugated materials to give you unrivaled printing and packaging solutions.

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