Nonprototypical packaging and strategic implications: When structural design disrupts or delivers

In a saturated consumer packaged goods market, nonprototypical (NP) or ‘chaos’ packaging has become a way for challenger brands to attract attention and differentiate. Yet little is known about how structural atypicality interacts with category norms and consumer expectations to shape perceptions of safety, quality, trust and brand fit. Drawing on cue utilisation theory, typicality research and sensation transference, this study examines the double‑edged nature of packaging disruption. A split‑cell survey in Argentina, the UK and the USA (n = 600) compared reactions to typical versus NP formats across four product categories. Findings show that while atypical packaging boosts visual salience, it often lowers trust and product perceptions, except in categories with long‑standing, stagnant norms. The paper offers theoretical and managerial guidance on when packaging disruption is likely to support—or undermine—consumer inference and purchase interest. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.