Packaging should ideally protect the product, catch people’s attention, and make them interested enough to purchase certain brands over others. Companies spend significant amounts of money and time to ensure their packaging meets all expectations. Even so, they sometimes fail — hard.

Although people can certainly learn a lot from best practices, there are lessons contained within failures, too. These seven examples show how powerful packaging can be for creating consumers who feel upset rather than delighted.

Study them to understand how you can do better. It’s also important to take positive or negative feedback into account. Your customers’ communications are often the best ways to know whether you’re doing well or if it’s time to make decisive improvements. Take inspiration from these #PackagingFail tweets.