The Perils of Packaging Copy: Jason Feifer Warns Against Misinterpretation

In a recent LinkedIn post, Jason Feifer discusses the critical importance of carefully considering how marketing and packaging copy is perceived by a broad audience, warning that creators can become “blind to other people’s misinterpretations.” Feifer shares anecdotes to illustrate how seemingly clear language can lead to unintended meanings, urging businesses to test their messaging before it reaches consumers.

Feifer opens with a humorous, albeit cautionary, example involving a Jenga advertisement. The copywriter questioned if the tagline sounded “dirty,” to which the manager responded, “Nope, just clean fun about structural engineering. Print it.” This exchange, Feifer implies, highlights a common pitfall in marketing communication.

“Umm, folks: Before you put something on your packaging or marketing, show it to a lot of people. Ask if they fully understand it. Ask what it means to them.”

The Blindness of Familiarity

Feifer elaborates on how familiarity with one’s own product or brand can create a blind spot. He recounts an experience with his friend David Colina’s brand, O2, where the term “recovery” had vastly different connotations for the brand owner and its users. For Colina, it signified fitness recovery, but for some customers, it evoked associations with drug or alcohol recovery.

“When you write things, you can become blind to other people’s misinterpretations,” Feifer states, emphasizing that the creator’s intent does not always align with the audience’s reception.

Testing Your Message: A Crucial Step

To circumvent these potential misunderstandings, Feifer advocates for a rigorous testing process. He suggests that before any marketing material or packaging is finalized, it should be shown to a diverse group of people.

“So before you print anything, see your language through their eyes!” Feifer advises. He argues that this external perspective is essential for ensuring clarity and avoiding unintended offense or confusion. Failing to do so, he warns, can lead to a “crashing” outcome, not in the intended sense, but in a way that damages the brand’s reputation or sales.

Feifer’s insights underscore the need for empathy and audience awareness in copywriting. The examples provided serve as a stark reminder that clear communication is not just about what is said, but how it is understood.