Stop Burying the Good Stuff on Your Packaging
We’ve all seen them, those bold promises, the eco-friendly stamps, the endless buzzwords. Brands love them. But here’s the brutal (and honest truth) most brands are getting it wrong.
Having the right claims on your packaging is important. But having them in the right order? That’s where the real nugget of gold is.
The problem with overloading the pack
Brands often treat packaging like a billboard for every single thing they want you to know. The result? Customers are hit with a wall of text and logos, left squinting at the shelf trying to work out what the hell you are trying to tell them. Spoiler: many just won’t bother.
If you’re leading with certifications, niche ingredients, or a long-winded brand story then key elements like taste, health benefits, or convenience are buried under your layers of marketing waffle – you’re losing sales. It’s as simple as that.
Claims matter BUT accuracy matters more
Let’s get one thing straight: every claim you make needs to be accurate. This isn’t just about avoiding legal issues (although, that’s obviously pretty bloody important). Consumers are more switched on. If they sense you’re bending the truth or bullshitting them on what your product delivers, the trust is gone – and once it’s gone, it’s near impossible to get back (sounds a bit like a relationship a bit eh, because it is!).
Misleading claims might gain attention short-term, but they will damage your brand long-term.
Regulations aside, customers talk. If what’s on the pack doesn’t match what’s inside, social media will hear about it and I dare say not ALL publicity is good publicity, depends on who you ask I guess.
Which claims actually matter to consumers?
The big question: what do people actually care about when they’re standing in front of your product? It depends on your audience, but here are some that often carry the most weight:
Taste
Let’s not overcomplicate it – people buy food because they want it to taste good. If you’re leading with every ethical certification under the sun but they’ve no clue if it’s actually enjoyable, you’ve missed the mark.
Benefits
We’re all a bit more health-conscious these days. Whether it’s high protein, low sugar, or packed with vitamins – if it’s genuinely better for them, shout about it (metaphorically speaking)
Convenience
Quick, easy, on-the-go? Busy shoppers love it. If your product fits into their hectic day, make that crystal clear.
Sustainability
Consumers do care about the planet – but it’s got to feel authentic, we’ve all had enough of Greenwashing BS. Saying you’re 'eco-friendly' without any proof? That won’t fly. Be specific – recyclable packaging, carbon neutral, or sustainably sourced ingredients. Real, clear actions.
Free-From Claims
Dairy-free, gluten-free, vegan – these can be make-or-break for certain shoppers. But don’t let it overshadow the basics like taste and quality.
Getting your claim hierarchy right
Knowing your audience is everything. What do they value most? Start there.
Your claims should follow their priorities – not yours.
Think of your packaging like a conversation:
What’s the first thing they need to know? (Taste, benefit, or convenience)
What’s the reassurance they’re looking for? (Sustainability, quality, free-from)
What’s the extra detail if they want to know more? (Certifications, backstory)
Final thoughts
Your packaging is your silent salesperson. It’s got 3-4 seconds to do the job so make sure it’s saying the right things, in the right order.
Prioritise the claims that matter. Ensure every single one is accurate. And, above all, remember – no one’s buying your product just because you think it’s great. They’re buying it because it solves a need in their life.
Show them that, first and foremost.
Need help getting your packaging to actually work for your brand?
That’s kind of our thing. Get in touch – let’s crack on with it.
tell tale signs your packaging may just suck
Aesthetically speaking your packaging might look pretty good, but to who?
If you haven’t identified your target audience and what makes them tick, how can you design to appeal to those people. Design is not about making things look good (contrary to popular opinion) It’s about achieving a goal. Every little detail lives and breathes strategy (at least it should when undertaken the right way)
From colour, type choices and graphic style, right down to your actual packaging choices. They all matter and they all send a message to a consumer. Shaping those perceptions is what design achieves so all of the little things, all of those small details, they can be the difference between thriving product sales or a slow, expensive death gathering dust on a shelf.
There has been a big surge in packaging design in New Zealand
Being naturally curious whenever I see a clearance product I know does well usually I keep an eye out the next week. Lo and behold new packaging is rolling out 9 times out of 10. It’s been huge this year as the race for shelf space heats up. We know this ourselves as 75% of enquiry in 2024 & 2025 has been for packaging design projects. Brands need to evolve alongside their customers and also pay attention to their categories as to what impact a competitor coming in hot may have on their sales.
Packaging influences 72% of purchasing decisions making it a crucial investment for all product-based businesses to get right.
If you’re on the fence between two designs we recommend using stickybeak. It’s an investment sure, but an informed decision lowers the risk of a poor outcome which is going to cost you a lot more down the line.
