The Psychology of Packaging Design: Chaos Packaging

Just break the rules sometimes?

First impression: what kind of products are these?

Packaging design is closely linked to psychology, emotions, and experiences, as purchasing decisions are often made in a fraction of a second—based on colors, shapes, typography, and other visual elements.

Brands therefore use specific design codes to be instantly recognizable, build trust, and provide orientation. Organic products are green, milk packaging is typically white and blue, and smoothies come in transparent glass bottles—established patterns that we subconsciously classify.

But if everyone uses the same design codes, then no one stands out anymore.

New brands are therefore increasingly breaking with learned expectations and thus contradicting the principles of neuromarketing. A brief moment of surprise that attracts attention.

These packaging irritations (or chaos packaging) are often the only way to attract attention, as these brands cannot afford expensive advertising campaigns. The packaging becomes the most important advertising message. Not only at the POS, but also on social media.

Ice cream, lemonade, whipped cream?

Or Tampons, household cleaners, sunscreen?

What kind of products are these?

Glass cleaner, shoe polish, motor oil?

Or perfume, coffee, gin?

Chaos Packaging

For example:

👉 FLO tampons, which attract attention thanks to their “ice cream cup” packaging in a shelf full of established brands where shoppers tend to spend very little time.

👉 VACATION sunscreen, which at first glance looks like spray cream—and thanks to this unusual packaging, has not only received millions of views on TikTok, but also cleverly communicates the creamy consistency of the product.

The challenge is to strike a balance between new design and safe use. After all, confusing packaging can also be dangerous.

⚡ For example, the bottle of “Fabuloso” is slightly reminiscent of lemonade. Over 100 people have accidentally drunk “Fabuloso.” Unfortunately, it is not lemonade, but a household cleaner....

When is chaos packaging appropriate?

👉 In categories where shoppers make quick decisions.

👉 In markets where products are visually indistinguishable ("sea of sameness")

👉 For new brands and start-ups that want to achieve maximum attention on a limited budget.

The economic benefits: visibility, organic reach, and social media virality.

But: Chaos has limits

👉 Too much irritation undermines security, clarity, and trust

👉 Large, established brands have less leeway: brand loyalty and the risk of uncertainty carry more weight here

👉 What attracts attention can also be annoying or even dangerous—leading to bad purchases or even health risks (see above)

Conclusion:

Chaos packaging, as funny as it often seems, is a serious strategic tool. However, it should be strategically thought out. Used correctly:

👉 it increases visibility

👉 it builds brand awareness

👉 it creates organic growth

The key is to strike the right balance—between attention and clarity, between courage and security.

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LinkedIn Posts 01.11.2024 and 08.01.2026 by Katja Wagner