Front-of-pack messaging isn’t guesswork. It’s a formula.

Clarity wins at shelf. In this clip, we dive into the hierarchy of communication—what needs to be seen first, what can wait, and how we test to find the sequence that drives purchase.⁠

Description

Front-of-pack is not a checklist. It’s a system.

The hardest part of packaging strategy isn’t adding claims—it’s deciding what not to say. Space is limited, attention is limited, and the brain filters fast. What belongs on pack is a sequencing decision: first, help shoppers categorize. What is it? What does it do? If that’s unclear, nothing else matters.

From there, the hierarchy has to guide elimination. In a crowded aisle, consumers narrow options quickly. Your packaging must communicate differentiators in the right order—visually and verbally—so the brain can process without effort.

Too much information creates clutter. Too little creates confusion. The “magic recipe” is balancing visuals, copy, scale, and placement to match how real people judge in seconds.

That’s why testing matters. Because what feels important internally isn’t always what drives choice externally. Great packaging isn’t about cramming more onto the front. It’s about orchestrating emphasis so the decision feels instant—and obvious.

Video Transcript

00:00:00 The reason we have so many testing is
00:00:01 because it really does depend. But some
00:00:03 broad strokes that maybe I can paint for
00:00:05 everyone. This the hardest thing to get
00:00:07 a sense of is like what actually belongs
00:00:09 on the front of pack or on the packaging
00:00:11 in general and because you really do
00:00:12 have a limited space. It's not one thing
00:00:14 but what it is is this like magic recipe
00:00:16 that works. And so the nuance and trying
00:00:19 to figure out that recipe that works for
00:00:21 your brand has a few pieces like the
00:00:23 amount of information you're trying to
00:00:24 put forward can become
00:00:26 counterproductive. that can get
00:00:27 cluttered in the visuals there trying to
00:00:29 understand what's communicated visually
00:00:31 versus verbally. I think it all comes
00:00:33 down to also is what is the need the
00:00:35 consumer has or want and how does the
00:00:37 product solve it and you kind of think
00:00:39 about if I'm in a retail setting I have
00:00:41 lots of choices and the human brain
00:00:43 needs to kind of narrow down into
00:00:46 process of elimination. So most
00:00:48 important is you actually need to be
00:00:49 properly categorized. Like I need to
00:00:51 understand what this product is, what it
00:00:52 does and then a lot of times there's so
00:00:55 much subcategorization is just kind of
00:00:57 getting down eliminated. So now I've got
00:00:59 a workable set of product to choose from
00:01:01 for the consumer and then conveying in
00:01:03 the right order the differentiators and
00:01:05 what you're doing. And again what I said
00:01:07 is like is that visual is it verbal and
00:01:09 a sizing of words and so a lot of the
00:01:11 work that we do is understanding what
00:01:14 belongs on front of pack and then also
00:01:16 the hierarchy which visually translates
00:01:18 into emphasis placement on pack and
00:01:21 getting all the sequencing right to
00:01:23 communicate because it doesn't really
00:01:25 happen in like a lock step. It's like
00:01:27 almost instantaneous. This is like
00:01:28 judgment.

Packaging design case studies: Tree Top boosted parent trust and kid appeal with new packaging.

Mary Marnell Director of Content & Marketing

12 Articles

A seasoned veteran in the CPG (Consumer Packaged Goods) industry, Jason Vaught brings a wealth of knowledge and hands-on experience as the director of content and marketing for SmashBrand. His comprehensive role at the forefront of brand communication ensures that CPG brands remain well-informed about the suite of services SmashBrand offers. Furthermore, his insights derived from the company's strategy, design, and testing services are invaluable to brand owners and managers seeking expert guidance.

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