Package design often contains too many elements. When you compare packaging to other components in your communication mix it has the fewest seconds to engage the consumer but often the most information to process.
Much of our shopping behaviour is driven by the subconscious parts of the brain. Due to a large number of in-store stimuli our brains resort to using shortcuts to process all of the information. Much of what is processed of packaging is colour, shape, fonts and brand logos.
Use packaging formats and colours that stand out from the crowd.