How Much Information Is Too Much Information (On a Label)?

Before you decide what goes on the front of your package, ask yourself one question: Where will your customer actually see it first?

Is it in a packed supermarket aisle, next to dozens of similar products? In an iHerb feed, where people scroll down, fast? Or on a dedicated display with a big shiny brand logo above it?

At the end of the day, packaging must help your product get picked up from the shelf, wherever it might be.

Making the decision of what to include on your label can be overwhelming (and yes, we're talking about all the extra stuff beyond the regulatory compliance!).

A lot of founders start listing all of their product features right away, hoping their customers will appreciate their product more. Unfortunately, this is not how it works, but I can relate. You know your product inside out. You know what makes it special. You probably spent months developing that formula, finding those ingredients, testing those claims. Of course you want people to know.

But your customer doesn't have months. They have a few seconds, a scrolling screen, or a shelf full of alternatives.

So let me share a few practical tips that will help you decide - what to include and what to omit.

If your main touchpoint is a retail shelf:

Your product has about three seconds to get noticed, explain what it is, and give someone a reason to pick it up.

So here's where to start:

1. Look at the actual shelf.

   What claims dominate your category? You need to know what everyone else is doing so you can choose where to fit in and where to stand out.

   
   

2. Go for a clear heirarchy.

   Your brand name, product type, and primary benefit should be easy to scan at typical shelf distance. Don't crowd the front with every single feature. One strong message beats five competing claims.

   
   

3. Use unique structure.

   Packaging doesn't always need words to tell your story. A recognizable silhouette, distinctive cap, label shape, matte-versus-gloss contrast, tactile coating (I love these!) - the possibilities are endless.

And finally - put your packaging next to competitors and step back. If it disappears among twenty similar products, you'll know before you print thousands of units.

If your main touchpoint is a  online:

When your customer first sees your product, it might be a thumbnail image on a tiny screen. That changes the rules quite a bit.

1. Thumbnail size readability.

   Shrink your package design down to phone size. Is the brand name legible? Is the product type clear? Small icons and features lists quickly become unreadable, so define one core benefit instead.

   
   

2. Let your product page do the heavy lifting.

   Your packaging doesn't need to carry your whole sales pitch. Use your website for full ingredient lists, specs, and reviews so your package can stay clean and recognizable.

Tactile coatings can still tell your product story - but only at the unboxing stage, when the customer has already made a purchasing decision.

If your main touchpoint is a  pop-up or brand display:

This one changes the game. You don't need to compete for attention with many other products. Also, the space around your product does a lot of the talking: signage, lighting, photography, etc.

Keep it clean and simple.

You might choose fewer messages or a stronger focus on the brand itself.

For example, a skincare popup might use the display to explain a three-step routine, while each product only needs to identify its role in that routine.

That being said, there's one important rule to remember: the package still needs to work on its own.

Once your customer leaves the display, they might take the product home, photograph it or encounter it again online. The brand, product name and essential information should still be clear.

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First impressions  matter most.

If you're launching a new CPG product or reworking an existing line, reach out.

I'll make sure your product packaging tells your story without turning into TMI.

LET'S TALK