A few weeks ago, I stumbled across an Instagram carousel from Ashwinn Krishnaswamy, consumer brand strategist and partner at Forge, asking, “Do we prefer ‘ugly’ products?” It’s a simple question, but I couldn’t shake the thought. I’m often asked what my favorite packaging design is or what trendy brand I always have stocked in my pantry. And the truth is, as a consumer, I don’t gravitate towards “trendy” brands.
When I’m trying something new, I’m purchasing because a family member or friend who’s outside of the CPG space told me it’s worth checking out. Or because I think the product itself will be good. It’s rarely packaged with bright colors, psychedelic-inspired typography, or circular screwtops. Instead, it’s utilitarian, simple, and even a little corporate.
