Inspired by an article by the late, great packaging guru Lars G Wallentin, from his blog packagingsense.com

What is the biggest mistake packaging designers make?

The mistake packaging designers make is...
They confuse what looks good, with what sells well – don't sell design, sell product!

It's all too easy to get caught up in the creative process of making packaging look pretty, picking patterns, colours and fonts.
But packaging's main purpose for your business is to SELL PRODUCT!

Don't forget...

Our job's as packaging designers is to show or communicate the product, explaining why your product is better than all the others.

Picking a pretty colour, or nice font is rarely the whole answer.