Shark Tank has given entrepreneurs a front-row seat to the world of business. But beyond pitch-perfect presentations and dazzling products, the show teaches a crucial lesson: branding and packaging can make or break your business.
In a marketplace overflowing with competition, your packaging isn’t just a container—it’s a critical tool for storytelling, marketing, and driving customer loyalty.
Let’s explore how lessons from Shark Tank can guide small businesses and startups to create packaging that wows investors and customers alike.
Contents
- 1 Lesson 1: Packaging Is Your Elevator Pitch
- 2 Lesson 2: Standout Design Wins Customers
- 3 Lesson 3: The Devil Is in the Details
- 4 Lesson 4: Tell a Story Through Packaging
- 5 Lesson 5: Packaging Must Match Branding
- 6 Lesson 6: Packaging Drives Perceived Value
- 7 Lesson 7: Innovate or Be Ignored
- 8 Packaging Is Your Reliable, Quiet, Steadfast Salesperson
Lesson 1: Packaging Is Your Elevator Pitch
Entrepreneurs on Shark Tank know the importance of a compelling pitch. Similarly, packaging acts as your product’s first pitch to customers.
What It Teaches Us
When Kevin O’Leary or Lori Greiner assess products, they often focus on how quickly the packaging communicates value.
Can customers instantly understand what the product is, who it’s for, and why it’s worth buying?
Actionable Insights
- Clarity Is Key: Use bold headlines or icons to highlight the product’s primary benefit.
- Focus on the USP: If your product is eco-friendly, gluten-free, or handcrafted, make it prominent on the packaging.
Example: The brand Scrub Daddy nailed its packaging by showcasing its smiling sponge in a clear window and emphasizing its versatility. The packaging said it all—no explanation needed.
Lesson 2: Standout Design Wins Customers
The Sharks often emphasize the need to differentiate your brand visually.
Packaging isn’t just functional; it’s an extension of your brand identity.
What It Teaches Us
Investors like Daymond John know that eye-catching design translates to shelf appeal. Whether it’s bold colors, innovative shapes, or creative graphics, memorable packaging gives your product an edge in crowded spaces.
Actionable Insights
- Know Your Target Audience: Bright, playful designs might attract families, while sleek minimalism appeals to professionals.
- Experiment With Materials: Textured packaging, matte finishes, or metallic foils can elevate your product. Even adding branded gift tissue might create the unforgettable experience that creates new customers.
Example: Cousins Maine Lobster, a Shark Tank success story, used rustic nautical themes and clean typography to evoke authenticity and quality, aligning perfectly with their premium brand.
Lesson 3: The Devil Is in the Details
The Sharks often dig deep into the small details—right down to whether the packaging is practical, scalable, and cost-effective.
Packaging that looks good but doesn’t function well or is expensive to produce can sink even the best products.
What It Teaches Us
Mark Cuban frequently asks: “Does this scale?” Your packaging needs to balance aesthetics with functionality and profitability.
Actionable Insights
- Test for Durability: Make sure your packaging protects the product during shipping and shelf storage.
- Optimize Costs: Use materials and printing methods that maintain quality without eating into profits.
- Eco-Friendly Options: Sharks love brands that balance design with sustainability, as seen with Bottle Bright, a natural cleaning tablet brand with recyclable packaging.
Lesson 4: Tell a Story Through Packaging
Shark Tank repeatedly shows us that customers buy stories, not just products.
Custom packaging is a storytelling tool that can connect emotionally with your audience.
What It Teaches Us
Barbara Corcoran often highlights the importance of brand authenticity. She invests in entrepreneurs who can make their values and vision shine through in every aspect of their business—including packaging.
Actionable Insights
- Use Visuals: Incorporate graphics or imagery that reflect your brand’s origin or mission.
- Add Text: A brief tagline or a few sentences about your brand story can add a personal touch.
- Show Transparency: Highlight what’s inside the product or its ingredients if that’s part of your story.
Example: Pipcorn, a Shark Tank alum, used storytelling to highlight their heritage and small-batch production, earning both a deal and loyal customers.
Lesson 5: Packaging Must Match Branding
Packaging that doesn’t align with your overall brand can confuse customers and reduce trust. Sharks often criticize products where the design feels disconnected from the product’s core identity.
What It Teaches Us
Consistency builds recognition and credibility. The Sharks appreciate cohesive branding that seamlessly translates from packaging to website to social media. This means aligning your coffee shop interior design with your logo, with your coffee labels and branded coffee bags.
Actionable Insights
- Match Colors and Fonts: Your packaging should use the same visual language as your other branding materials.
- Include Your Logo: Prominently display your logo to reinforce brand identity.
- Think Holistically: Ensure your product fits into a larger lineup of offerings without looking out of place.
Lesson 6: Packaging Drives Perceived Value
One of the most recurring themes on Shark Tank is how packaging impacts pricing. Customers equate premium packaging with premium products, allowing brands to charge more.
What It Teaches Us
Sharks like Lori Greiner know that upscale packaging justifies higher price points. Cheap-looking packaging, however, undercuts the product’s value—even if the product itself is high quality.
Actionable Insights
- Upgrade Where It Matters: Use foil stamping, embossing, or custom shapes to add a premium feel.
- Choose the Right Colors: Metallics, deep hues, and elegant neutrals often signal luxury.
- Keep It Clean: Minimalist designs feel more expensive than cluttered graphics.
Lesson 7: Innovate or Be Ignored
Innovation isn’t just for the product—it’s essential for the packaging, too.
On Shark Tank, Sharks gravitate toward products that feel fresh and modern, and packaging innovation is a big part of that equation.
What It Teaches Us
Whether it’s functional innovations like resealable pouches or eco-friendly breakthroughs, forward-thinking packaging captures attention.
Actionable Insights
- Look for Trends: Stay ahead of consumer preferences, such as sustainable materials or refillable options.
- Solve a Problem: Make your packaging easier to open, reseal, or store.
- Think Outside the Box: Unique shapes, QR codes, or interactive elements can set your packaging apart.
Example: Drop Stop, a car gap filler, used clever packaging to highlight its simplicity and functionality, making it irresistible to Sharks and customers alike.
Packaging Is Your Reliable, Quiet, Steadfast Salesperson
One of the biggest takeaways from Shark Tank is that packaging is more than just a container—it’s your silent salesperson. It speaks to your audience, builds trust, and drives buying decisions before a customer even touches your product.
When done right, packaging can turn your small business into a household name. Whether you’re pitching to investors or selling directly to customers, let your packaging tell a story, showcase value, and inspire confidence.
Take the lessons from Shark Tank to heart, and watch how great packaging can take your business to new heights.