Talk to those who sell regularly and you'll find that hex out-sells round, though I can't imagine anyone would not buy on the basis of jar shape. Hex looks better because it reflects light and colour more attractively; square jars raise the game at a price. Occasionally a customer discusses the awkward corners; I suggest they pour in hot water and use it for fruit tea. I find hex pack better - bees understood that as well - but as SDM pointed out, labelling is more fiddly, though the flats look good when used as a label design element.
Here's the nub of the matter: beekeepers who sell - even in small numbers - want (or ought to want) to raise the price and profile of local honey out of the rut of the cheap amateur product of yesteryear to a valued product with a proper price that reflects the source: local, natural, unprocessed. These words are music to consumers disillusioned with the dubious ways of the global food industry, because you produced it and are selling directly to the consumer; can't put a price on that exchange of trust in this age of fake news, internet fraud and big business fiddling.
The easiest way to lower the price of local honey is to sell it in pound jars. Ask yourself: which other UK outlet sells in pound jars? None, bar those beekeepers living in the past; it's 340 whether you go to Fortnum & Mason or Lidl, and your honey in a 340 will give you a 25% better return without raising your price. Of course, pricing and packaging will be irrelevant unless you sell honey, but if or when you do, aim to support other beekeepers by not underselling your honey in a big jar.
