We’ve all heard it a thousand times - shoppers only process 3-4 messages on packaging.

Yet somehow, in every single business, no one can ever agree on what those messages should be. The sales team says this. The brand manager says that. The CEO weighs in with their unhinged bias against a particular competitor. It’s a shit show.

But what if I told you the answer was simple?

Well, I’d be lying. Sorry!

But in today’s episode, I’m diving into the chaos of messaging, unpacking what works, what doesn’t, and sharing some ideas along the way.

I’m calling it…

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The impact of words and ink

I’m kind of obsessed by this idea that we can simply re-arrange words, pixels and ink and suddenly transform businesses. If you stop and think about that, it’s wild.

Oatly is my favourite case study of this - they made a dramatic transformation in their branding, messaging and visual aesthetic and quite quickly, the business took off. An overnight success, 15 years in the making.

They had a great product, great retail ranging and great production capability, but their branding and messaging sucked.

They committed to throwing out the category playbook and starting fresh - and just by simply placing different words and different visuals onto the same ol’ product, it took off.

So… what should we say?

It’s easy to get it backwards, brands do it all the time. They start with what they want to say, then hope consumers care. Just because your company has spent millions of dollars on a solar PV roof installation doesn’t mean you should lead with “made with renewable energy”.

The reality is, people already know what they want - they’re searching for products that align with their needs, not the other way around.

That’s why claims like “non-GMO” and “clean label” work. They act as shortcuts, making decisions easier for shoppers who don’t have time to analyse every ingredient. But there’s a catch: if your claim isn’t built on something real, or if it’s misleading, consumers will catch on - and they’ll walk. Studies show 37% of shoppers will switch brands if they don’t get the transparency they expect.

The takeaway: Figure out who you’re talking to, understand what the audience actually cares about, then shape the product and messaging around that. Not the other way around.

Not all claims are created equal

It’s a tightrope walk. You’ve gotta balance what consumers want, with what you can actually deliver and what your legal team will approve. Here’s a quick breakdown on the typical types of claims

Nutritional Content: Quick wins

Shoppers scan for shortcuts, and claims like "low fat," "high in fiber," or "reduced sugar" make decision-making easier. But these aren’t just buzzwords, they have to meet specific nutritional thresholds. If you’re using these claims, make sure they comply with regulations and reinforce your product’s positioning. They’re easy wins when executed correctly.

Health: Build trust

Consumers trust brands that link ingredients to real health benefits “calcium supports bone health" or "fiber aids digestion." But here’s the challenge: these claims require scientific backing and regulatory approval. A well-executed health claim can elevate brand authority, but a misleading one can lead to legal trouble or consumer backlash.

Ingredients: Transparency play

Shoppers care about what’s inside (or not inside) their food. Claims like "made with whole grains," "no artificial flavours," or "100% fruit juice" help reinforce a brand’s commitment to transparency. But be careful - terms like "natural" can be vague and open to interpretation. If you want to use ingredient-based claims effectively, make sure they’re backed by clear definitions and avoid misleading language.

Processes: The differentiators

How a product is made is becoming just as important as what’s in it. Terms like "organic," "non-GMO," "cold-pressed," or "baked, not fried" resonate with values-driven consumers. Some require strict certification ("organic"), while others ("baked, not fried") lean more into perception. If your product has a unique process, leverage it, but make sure it holds real weight.

Certifications: Signals

Third-party certifications—like "Fairtrade," "USDA Organic," "Non-GMO Project Verified," or "Rainforest Alliance Certified"—add credibility and remove doubt. Unlike self-made claims, these are earned through independent verification. If you’re serious about differentiating on ethics, quality, or sustainability, third-party certification is one of the strongest tools in your marketing arsenal.

Sustainability: The risk & reward

Eco-conscious messaging is a double-edged sword. "Recyclable," "sustainably sourced," or "carbon neutral" claims can be strong purchase drivers—but only if they hold up. Consumers (and regulators) are increasingly calling out greenwashing, so vague, unsupported claims can do more harm than good. If you’re making sustainability claims, back them with hard data, clear commitments, or third-party validation.

Lifestyle: The shopper shortcut

Dietary preferences drive purchase decisions, and claims like "vegan," "keto-friendly," "gluten-free," or "halal" make selection easier. But not all lifestyle claims are created equal. Some, like "gluten-free," have strict legal requirements, while others are more loosely defined. If your brand is targeting a specific lifestyle segment, make sure your claims are accurate, credible, and align with how consumers actually interpret them.

The Messaging Minefield

The hardest part is that you don’t just need the right claims - you need the right claims in the right order. Get it wrong, and the important stuff gets buried under a pile of fluff. Consumers aren’t reading your pack like a novel. They’re scanning it in seconds. What’s jumping out first?

Too many brands treat packaging like a Christmas tree, hanging every possible claim on it until it collapses under the weight. “Low sugar,” “high protein,” “ethically sourced,” “gut-friendly,” “doctor-recommended,” “supports local farmers,” “great for kids,” “made in a solar-powered facility”... No one’s processing all that. And the more you cram in, the more you dilute the message that actually matters.

Instead, prioritise ruthlessly. Lead with what’s most relevant to your audience. What’s their biggest purchase driver? Health? Sustainability? Convenience? Figure that out and own it. Everything else is secondary.

At the end of the day, great packaging isn’t about saying everything - it’s about saying the right thing, clearly, at the right moment.

Make every word work

If your packaging isn’t doing the heavy lifting, you’re leaving money on the table. Strip it back, sharpen the message, and make every word work harder. Because if shoppers don’t get it in three seconds, they’re moving on.