The Single Packaging Mistake That Could Kill 50% of This Brand’s Sales

What happens when design catches the eye but confuses the shopper? In this quick shelf review, we spotlight a new Progresso sub-brand that looks intriguing but misses on legibility and clarity. From metallic finishes to pack structure, here’s what not to do if you want your product to convert at retail.

Description

A metallic finish can grab attention, but if shoppers can’t read the product, you’ve got a problem.

This new Progresso subbrand proves how easily execution can drift into one of the most common packaging mistakes: sacrificing legibility for visual effect. On a brightly lit end cap, the high-sheen metallic surface reflects overhead lighting so aggressively that key information disappears. From even a few feet away, it’s difficult to tell whether this is soup, beans, or something else entirely.

Yes, it stands out. But shelf impact without clarity doesn’t convert.

The rounded container only amplifies the glare, distorting typography and making hierarchy nearly impossible to scan. Add in a dark, grill-inspired aesthetic that reads more like a paint can than premium comfort food, and you risk signaling the wrong cues altogether.

This is where packaging design trends like metallic finishes and industrial textures need to be pressure-tested in real retail environments. What looks bold in a render can fail under fluorescent lighting.

If shoppers hesitate to decode your product, they won’t. They’ll move on.

Video Transcript

00:00:00 I truly can't read what this is very
00:00:03 well.
00:00:06 Hey everybody, it's Shopping with
00:00:07 Christie. I'm at Walmart and I saw this
00:00:10 end cap with a new item and I caught my
00:00:12 eye and I want to talk about it. Here we
00:00:14 are. This appears to be a new subbrand
00:00:17 by Progresso Soup. At first I thought it
00:00:20 was just canned beans, but it appears
00:00:23 that it's actually a soup. You can see
00:00:26 soup there, but I could barely read it.
00:00:28 And in fact, backing up, my quick hit
00:00:30 point I want to make to you guys is
00:00:32 this. I could barely read anything on
00:00:34 this pack. Be very, very careful about
00:00:37 using metallics and high sheen,
00:00:40 especially on sort of rounded
00:00:42 containers. And on this end cap with the
00:00:44 lights, the you know, it's Walmart. It's
00:00:46 got this big official lights hitting it.
00:00:48 I truly can't read what this is very
00:00:51 well. It did catch my eye, which is
00:00:53 good, but it's hard to read any of the
00:00:55 copy. You do see the visual of the
00:00:58 beans, or rather I should say soup, but
00:01:01 almost anything else I I couldn't read.
00:01:03 You can see the reflection going on
00:01:05 there. It's really hard to read. My
00:01:07 other point here is the way this
00:01:09 executes on pack. You know, I'm thinking
00:01:12 it's supposed to be reminiscent of a
00:01:14 grill or maybe a pan. It's a barbecue
00:01:17 like pitm. You can kind of get that
00:01:19 idea, but actually to me it actually
00:01:22 just kind of looks cheap. It almost
00:01:23 looks like a paint can or something or
00:01:25 like an oil can. I don't know. That's my
00:01:27 opinion. So, there you go. That's my
00:01:30 thought on this. I am not going to buy
00:01:32 it. That's my evaluation. I'm a little
00:01:34 worried it's going to be cheap. Okay.
00:01:35 Bye everybody.

Packaging design case studies: Tree Top boosted parent trust and kid appeal with new packaging.

Mary Marnell Director of Content & Marketing

15 Articles

A seasoned veteran in the CPG (Consumer Packaged Goods) industry, Jason Vaught brings a wealth of knowledge and hands-on experience as the director of content and marketing for SmashBrand. His comprehensive role at the forefront of brand communication ensures that CPG brands remain well-informed about the suite of services SmashBrand offers. Furthermore, his insights derived from the company's strategy, design, and testing services are invaluable to brand owners and managers seeking expert guidance.

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