Packaging can be a double-edged sword. While it can attract consumers with its aesthetics and promises, it can also deceive them into buying less-than-expected products. We’ve all been there: purchasing an item that looks promising only to find it’s a classic case of “what you see is not what you get.” Welcome to the frustrating world of shrinkflation, skimpflation, and downright deceptive packaging.
Here, we dive into some of the most infuriating packaging designs spotted in stores, shedding light on how these practices can backfire on companies in the long run. Insights from Matt Johnson, PhD, a marketing psychology expert, reveal the damaging effects of such strategies and what consumers can do to fight back.
Why Deceptive Packaging Is a Double-Edged Sword
Deceptive packaging might boost short-term profits for companies, but it comes at a high price—consumer trust. According to Dr. Johnson, misleading practices often result in a sense of betrayal among buyers.
“Deceptive product packaging might boost short-term profits, but it’s a risky game that can undermine consumer trust—the bedrock of long-term brand loyalty. When customers feel misled, it sparks a sense of betrayal that ripples through word-of-mouth and online reviews, tarnishing a brand’s reputation,” he explains.
The financial cost of regaining trust, Dr. Johnson notes, often outweighs the short-term gains. Damage control, rebranding, or re-establishing goodwill demands significant investment, proving that deception is not a sustainable strategy.
Deceptive Packaging in Action: 15 Infuriating Examples
1. The Infamous Chocolate Box Trick
Imagine opening a box of chocolates only to find half the slots empty. These “half-filled” surprises are one of the most classic examples of misleading packaging, frustrating chocoholics worldwide.
“It even says ‘compound chocolate,’ as if they’re not already cutting corners,” quips a disappointed consumer.
2. The Shrinking Chocolate Wafers
The wafer pack you bought last week seems noticeably fuller than the one you bought today—yet both cost the same. Welcome to shrinkflation, where the product size decreases while the price remains unchanged.
3. The Sandwich Illusion
That deli sandwich might look stuffed with toppings, but slice it open, and you’ll find sparse fillings hidden under deceptive folds.
“This is literally cheating!” exclaims a consumer who felt duped by their lunchtime purchase.
4. Pizza Topping Disappointment
You open a pizza box expecting a luscious, topping-loaded pie but instead find a sparsely garnished circle of dough. One angry customer shared their experience:
“I was so excited, but when I opened the box, I felt a wave of rage creep over me!”
5. The Case of the “Two-Pack” Containers
What appears to be a double pack of food containers turns out to have one lid conspicuously hidden under clever packaging design. This clever camouflage tricks buyers into thinking they’re getting more than they are.
6. The Quail Egg Scam
Promised 12 eggs but delivered 10, thanks to strategic placement of an opaque egg carton. One user asked, “Wouldn’t the packaging legally have to state the correct count?”
How Companies Define the Line Between Frugality and Cheapness
Dr. Johnson explains that transparency is the dividing line between frugality and cheapness.
“Frugality is about smart, cost-effective decisions that don’t compromise value or honesty. Cheapness signals cutting corners at the customer’s expense. The best brands understand that consumers value authenticity as much as affordability,” he says.
For example, brands that clearly communicate product changes—such as smaller sizes or increased prices—are far more likely to retain consumer trust than those that attempt to disguise these adjustments.
The Bigger Picture: The Economic Context of Shrinkflation and Skimpflation
Shrinkflation and skimpflation are symptoms of broader economic pressures. According to the World Economic Forum, shrinkflation occurs when product sizes shrink without a corresponding price drop. Meanwhile, skimpflation sees a reduction in quality for the same price.
These practices disproportionately affect consumers’ purchasing power, creating a subtle but impactful sense of dissatisfaction. Yet, the demand for affordability, combined with high holiday spending, tempts companies to exploit these strategies. Adobe Analytics reported that US holiday spending during the 2024 Thanksgiving weekend reached $41.1 billion—a record high.
#7 This Has To Be Illegal. Found In A “Handmade” Country Store
#8 That’s Just Deceptive
#9 The Ultimate In Deceptive Packaging From Sunday Riley
#10 The Label On My Honey
#11 We Bought 12 Quail Eggs For Price Of 12. We Got 10 Due To Clever Packaging
#12 1/3 Full Brand New Deodorant
#13 Who Designs A Easter Egg Box Like This?
#14 How Is This Allowed
#15 The Pointless Waste Of Plastic
#16 When Labels Trick Instead of Inform
A misleading label on a product suggests it’s made from a premium ingredient but lists cheaper substitutes in fine print. The deceptive strategy tricks consumers who trust brand labeling for quality assurance.
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These kinds of misleading tactics can backfire spectacularly. Many consumers share their disappointments on social media, creating waves of public outrage. Companies often overlook that modern buyers are savvy, frequently researching or cross-referencing claims. Misleading labels erode trust faster than they build sales.
#17 Misleading Toy Packaging With an Oversized Box
A large box containing a much smaller toy inside, padded with unnecessary plastic or cardboard, is an age-old tactic. It aims to create the illusion of value, particularly for products targeted at children.
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Parents often feel cheated when they discover their purchase wasn’t as substantial as it seemed. This packaging approach may initially intrigue customers, but it leaves them feeling duped—hardly a recipe for repeat purchases. Sustainability-conscious consumers are especially vocal about the environmental implications of such waste.
The Cost of Deception: Trust Once Broken Is Hard to Regain
Matt Johnson, Ph.D., underscores that deceptive packaging erodes consumer trust—a vital component for brand loyalty. Customers who feel betrayed not only take their business elsewhere but often amplify their grievances through word-of-mouth and online platforms. This can lead to a company investing heavily in damage control campaigns, negating any short-term profit gains from the deceptive strategy.
For brands, it’s crucial to strike a balance between appealing design and ethical transparency. Customers value authenticity as much as affordability. Businesses that fail to respect this principle risk losing both trust and market share over time.
#18 Beauty Products: Big Jars, Small Contents
From creams to serums, oversized jars with minimal product inside are a common sight in the beauty industry. The illusion of abundance fades once customers realize they’ve paid for air and excess packaging.
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The backlash from customers who feel scammed often leads to scathing reviews online. More importantly, such practices contradict growing consumer demand for sustainability. Companies embracing eco-friendly designs and clear labeling often stand out positively in a crowded market.