Less is more. There’s a great deal of insight in that statement. We, as package designers, understand that clarity and simplicity help consumers to hone in on specific brands to the exclusion of everything else. But “less” can allude to something that’s not quite perfect as well. Because brands work hard to create a perfect image, they’re sometimes seen as too slick; as less than believable by consumers. That’s especially true when their brand experiences don’t match up to the image that has been created. This, unfortunately, is often the case.

Lately, a handful of brands have hit on something valuable. They’ve portrayed themselves as imperfect and vulnerable, and even a bit disheveled—like an unmade bed. They call attention to themselves and create an instant connection because everyone can identify with these traits. Marketer, author and professor, Rohit Bhargava, calls this trend Loveable Unperfection: “where brands intentionally focus on imperfections, flaws and personality to make their products and experiences more human, believable and desirable.”¹
keeping it real