How to Use AI in Business Without Sounding Generic or Creating AI Slop

Posted on by Stephen Brumwell

Let’s get one thing straight: AI in business can be so incredible useful!

It can help you brainstorm ideas, organise messy notes, draft first-pass content, summarise research, plan campaigns, write email variations and speed up the boring parts of marketing.

It’s a bit of a game changer, but there’s one small catch.

When everyone is using the same AI tools, in the same lazy way, everything kind of… starts to sound and look the same. You can even see it from a mile away when people have sort of done a one-pass prompt and hit publish.

This is the real risk for AI in small business, and in this article, we’ll unpack some of these elements and how to properly use AI to accelerate parts of your biz.

AI Is a Tool, Not a Personality

Businesses (or, heck, people in general) that use AI well are not handing over their entire voice.

They are not using it to copy and paste employees, nor are they using it to remove entire parts of their job. They are using it as a tool to support, speed up or enhance their work.

Some examples where you might use it as a tool include:

  • turn rough ideas into a cleaner structure
  • find gaps in a piece of content, or map out some initial content structure
  • repurpose one strong idea into several formats, or generate more ideas from it
  • Create initial design concepts from an idea
  • Speed up admin-heavy data processing jobs or reporting

This a very short list of its potential as a tool, but it gives you some idea here.

It becomes a problem, though, when we stop using it as a tool and start using it to replace our work completely.

This is worse if your brand foundations are already vague or not clear. Because if we start using it to produce design content, AI can make it appear more vague or just more generic.

That is why brand strategy still matters. If you have not clarified who you serve, what you stand for and how you want to be perceived, start there before asking AI to write fifty social posts. For more on this, read Branding for Wellness Businesses: Why a Logo Is Not Enough.

What AI Slop Looks Like

AI slop falls into many categories, but for the context of using it for branding or design, it often looks super over-polished, generic, or just cluttered and gross.

AI Slop is usually generated when we don’t prompt AI well, or we do one pass and then post the content without reviewing, re-prompting, or trying again.

If you’re not good at spotting it, some classic giveaways include:

  • broad statements that could apply to any business
  • Similar font style, and brush stroke like content objects
  • overused phrases like “unlock your potential” or “elevate your brand”
  • Heaps of text or clutter mashed into one design, with no clear hierarchy

Spotting AI Slop does matter because the internet is already filling up with AI-assisted content. A recent Pangram analysis of social content found a high volume of AI-generated long-form posts across major platforms, especially LinkedIn (Pangram, 2026).

AI detection is not perfect, but the broader trend is showing us that readers are becoming sensitive to content that feels low-value or low-effort.

Google’s own guidance is also clear that content should be helpful, reliable and people-first, regardless of whether AI helped create it (Google Search Central, n.d.).

Use AI Earlier in the Process

One of the best ways to avoid generic AI content, or creating AI Slop, is to stop using it when we’re in the final polish stage.

Always use it in the earlier concept stage, when you’re really just formulating or generating ideas.

You may even choose to ask it to check something before you publish, but be mindful that final human checking is always just as important.

You may use AI to turn messy client FAQ lists into blog topics or create rough article outlines from your own notes.

These are some good use case examples of how you can use AI, but keep your ideas at the centre.

If you are briefing someone else to help with content, design or marketing, the same principle applies: the better the input, the better the output. This is very similar to writing a good creative brief. You can read more in How to Brief a Graphic Designer Without Overcomplicating It.

Keep a Human Edit in the Middle

Do not go straight from prompt to publish; this is where people get it wrong.

The output quality comes in the thorough edit and review process.

Before you publish AI-generated content, ask yourself a few questions:

  • Does this sound like us or reflect our brand well?
  • Are there any AI-looking errors? Is our logo actually our logo?
  • Could a competitor publish the same thing unchanged?
  • Is what I’ve produced too cluttered, long or generic?
  • Are any claims too strong or unsupported?
  • Is the language clearer than when we started?

I have seen so many AI-generated posts that, when you look closely, is filled with jumbled wording, or the logo is even incorrect. This happens when there is minimal checking or human edit passes.

I’ll be honest, I have used AI for content; heck, I’ve used it many times to map out ideas for these blog posts. Of course, it also comes with thorough checking, and the layout is almost completely changed or reworded before posting.

Build a Simple Brand Voice Guide

If you want AI to sound more like you, and less generic, give it guardrails or very specific brand guidelines.

Most AI models have rules and instructions, so fill it with as much detail as possible, including:

  • who the target audience is and what they care about
  • what your business does and does not say
  • Logos, assets, promotional schedules (if applicable) and other related copy.
  • preferred words and phrases, and ones to avoid!
  • examples of good previous writing and writing styles
  • the level of warmth, authority or technical detail you want

Don’t complicate it, but honestly, if you spend more time on it, you’ll get better output.

That kind of direction gives AI something to work with. It also gives the human editor a standard to judge against.

Where I Find AI Works Best

If you really want to use AI to optimise your workflow, you can eliminate repeatable work with it.

Below are some use cases i’ve found to be very beneficial, and to speed up a lot of my processes, while still allowing time to review and check.

  • drafting product descriptions from accurate product notes or copy.
  • turning blog posts into email newsletters or social captions.
  • Giving me alternative headlines or specific keywords based on internet trend
  • building FAQ sections from real customer questions
  • planning content calendars and base content (Meaning backgrounds or initial ideas)
  • cleaning up rough internal notes or heck, summarising my to-do list from my emails! (Game changer!)

Your positioning, visual identity, website hierarchy, packaging decisions and brand story still need human direction though. AI can assist, but it should not decide what your business stands for.

That is especially true for customer-facing design. Your brand still needs to feel deliberate, not assembled from whatever was fastest. Related: Packaging Design: How to Make Products Easier to Notice, Understand and Trust and Graphic Design File Formats: What Clients Should Expect at the End of a Project.

If you are looking to create packaging or labels for your next product, do not use AI. You will come across barriers more than I can outline here, instead, reach out for a FREE quote or discussion with me.

What I Am Using Across AI Platforms

I’d love to share briefly what I’ve been using and found most useful.

Of course, it really depends on the model inside the platform and how you use it, but I’ll share what I’ve been leaning on most and some I’m considering.

ChatGPT – I am still using this, but will usually only use High or Pro models to ensure I’m getting output quality. ChatGPT is the OG, and I do like it for its agent function as well. Not going to lie, I have about 7-8 agents for different things!

Manus AI – Owned by Meta, this one is extremely useful and comprehensive. I recommend using the Max model for best results, but it does also churn through Credits. This one can add up and be expensive depending on how often you use it.

Claude (considering) – I hear great things about Claude, but I’m hesitant to run multiple platforms and get lost in the AI noise, so I have not trialled this yet.

Suno – The best AI music generator out there. I use it for my AI Band – Genesis AI. This is a fun project of mine, and some of the music I’ve made is just so good. If you’re into Christian Rock, please give it a listen and follow; every bit helps!

These are the main ones i’m using right now. Of course, I’m all about the human work too, but AI just helps speed so many processes up.

If you ever need help with using AI as a tool for your business, this is something I can help you with too. Please just reach out.

References

Google Search Central. (n.d.). Creating helpful, reliable, people-first content. https://developers.google.com/search/docs/fundamentals/creating-helpful-content

Google Search Central. (2023). Google Search’s guidance about AI-generated content. https://developers.google.com/search/blog/2023/02/google-search-and-ai-content

McKinsey & Company. (2025). The state of AI: Global survey. https://www.mckinsey.com/capabilities/quantumblack/our-insights/the-state-of-ai

Pangram. (2026). AI content is everywhere on social media, especially LinkedIn. https://www.pangram.com/blog/ai-in-your-feed

Packaging Design That Sells: More Than Just a Pretty Label

Posted on by Stephen Brumwell

Good packaging can look beautiful and still fail commercially.

That sounds harsh, but it happens all the time. A label is polished, the colours are tasteful, the mockup looks great on Instagram, and then the product reaches the shelf or ecommerce page and customers still hesitate.

Why?

Because packaging is not just about visuals and pretty colours, there’s a psychology component that plays a large part in the consumer buying decision.

My earlier packaging article covered how packaging helps products become easier to notice, understand and trust: Packaging Design: How to Make Products Easier to Notice, Understand and Trust. This article takes a slightly different angle: how packaging can support sales by reducing hesitation, improving perceived value and making the product easier to choose.

Packaging Has To Do A Job

The job of packaging is not simply to look nice. It needs to help a customer move from interest to decision.

Of course, it starts at a pretty colour or design (to captivate them), but then leads them into the real internal questions, including:

  • What is this product?
  • Is it for me? Can it help me and does it provide me value?
  • Why this one over another option?
  • Why is this one more expensive?
  • Does it feel worth the price?
  • Can I trust what it says?
  • Who is this brand?
  • What do I do next?

The list can go on.

Research into packaging and purchase intention has found that visual and informational packaging elements can influence how customers interpret a product and whether they feel inclined to buy it (Liu et al., 2025). That does not mean packaging can rescue a weak product, but it does mean design can either support or slow down the sale.

For wellness, supplement, food, skincare and lifestyle products, this matters even more because customers are often comparing quality, suitability, ingredients, claims and price at the same time.

Pretty Packaging Can Still Create Friction

A label can be attractive but still make people work too hard.

Have you ever visited your local retail store lately and see some that really catch your eye, and then it kind like… stops there?

You probably hit a friction point, and it stopped at one of these dot points:

  • It looked great, but I couldn’t work out what the product was
  • the product category is unclear
  • the flavour, size or variant is hard to spot
  • Cost vs benefits was too vague
  • claims feel inflated
  • ingredients or usage information are difficult to read
  • the product looks cheaper than its price point
  • I was shopping online and the e-commerce thumbnail was too small (This is a big one actually when people can’t read the nutritional label).

Each of these problems adds a tiny pause, and it can only go one of two ways. You buy the product (because it told you enough data to make an informed choice), or you put the product back down or scrolled away (because the friction was too much).

Packaging design is visual and strategic. You need to being asking, “Does this look good?” and also asking “Does this help my customer choose?”

The Front Panel Should Sell The First Five Seconds

The front of pack has a simple job: earn the next few seconds of attention.

It does not need to explain everything. But it needs to explain enough key selling points and value to generate interest, keep consumers reading, comparing, and adding to cart.

This means we need strong visual elements, but also clear brand name, product type, product names, and meaningful points of difference.

For example, a protein powder label does not need ten claims on the front. It may need the product type, flavour, protein per serve and one clear positioning cue, such as plant-based, whey isolate, grass-fed, or even really underscoring the protein per serve.

Think of your front panel as a sign outside a shop, it’s purpose is to get them to walk into the store.

The Back Panel Should Remove Doubt

So you’ve converted them with the front panel and made them flip the product (which is a good sign).

Now the customer is looking for proof, detail and reassurance. For health-adjacent products, that might include ingredients, directions, warnings, suitability, nutritional information, country of origin, claims, certifications or storage instructions.

In Australia, labels also need to avoid misleading or deceptive representations. Food Standards Australia New Zealand notes that food labels must not misinform consumers through false, misleading or deceptive representations, and that Australian Consumer Law and food laws can both apply (Food Standards Australia New Zealand, 2024).

That does not mean the back panel should become a wall of tiny text. It means the information needs hierarchy.

A customer should be able to scan the back and quickly find the answer they need. If the label forces them to hunt, the packaging is working against the sale.

Claims Need To Be Specific, Not Just Loud

The world is full of product noise, especially with e-commerce (which we’ll cover soon).

People are pretty aware of the general health claims, we’ve gotten good at seeing through the marketing jargon (Added protein anyone?).

Words like premium, clean, science-backed, high-quality and professionally formulated. While these words are useful and help position a product, they can become weak when overused, or sound too generic.

Yes use these, but also add stronger clarifying elements to back it up, such as:

  • what makes the formula premium (Is it Australian made?)
  • which ingredient choice matters (Source of origin?)
  • what the packaging material actually is (Can it be recycled?)
  • which certification, process or sourcing detail supports the claim (Produced where?)
  • what the customer can realistically expect (QR code to your website to show reviews/proof of benefits?)

This is especially important for sustainability language. The ACCC’s guidance on environmental claims warns businesses not to make products seem better or less harmful for the environment than they really are (Australian Competition and Consumer Commission, 2024).

Packaging Should Help Protect Margin

One overlooked part of packaging design is price perception.

If a product costs more than the cheaper alternatives around it, the packaging has to help explain why. That explanation may come through material choice, print finish, typography, space, structure, photography, product information or the overall brand system.

This does not mean every product needs to look luxury. A family-friendly pantry product should not necessarily look like a boutique skincare serum. But the packaging should feel aligned with the price and audience.

When design undersells the product, customers may assume it should be cheaper. When design oversells the product, customers may feel disappointed when the real experience does not match the promise.

It’s a real juggling act, and you need to also ensure your brand identity and values fit in there too.

This is exactly why hiring a Creative expert is key. Yes, sure, use AI to generate some concepts, but use a Designer to help navigate and execute your strategy.

The E-Commerce Situation

Packaging used to be designed mainly for the shelf. Now it also has to work inside product grids, social ads, email campaigns, marketplace listings and website product pages.

This means if you’re not also optimising (or even doing) online sales, you are missing out.

A pack that looks strong in a full-size mockup may lose its impact when it appears as a small thumbnail. The product name may disappear. The variant colour may become unclear. A beautiful label may become visually noisy beside competitors.

This is where packaging design connects directly with product photography and ecommerce. Strong packaging gives your product images a better foundation, and better product images make the packaging easier to sell online. I covered this connection more directly in Product Photography for Wellness Brands: How Better Images Build Trust Online.

If the product will be sold online, test the packaging small. View it as a thumbnail, not just a mockup.

Visual Systems As Your Portfolio Grows

A single product can get away with a one-off design for a while. A growing range usually cannot.

Once you add flavours, sizes, strengths, scents, bundles or product categories, the packaging needs a system. Customers should be able to recognise the brand while quickly telling each product apart.

This is not urgent in the early days, but as you expand, you should start thinking or keeping in mind some of the following:

  • colour coding (i.e.: Categories of your product range, or is it unscented vs scented?)
  • variant naming
  • product hierarchy
  • repeatable layout rules (Making it easier to replicate new SKUs)
  • icon or claim systems (Similar icon use across products)
  • back-of-pack structure
  • photography style
  • how future products will fit

This overlaps heavily with brand identity. If the wider brand is weak or inconsistent, the packaging range often becomes messy too. That is why packaging is usually easier when the brand foundations are clear first. See: Branding for Wellness Businesses: Why a Logo Is Not Enough.

Some Questions to Ask

Before approving packaging, ask a few sales-focused questions:

  • Can someone understand the product in five seconds?
  • Is the main reason to buy obvious?
  • Does the design feel aligned with the price?
  • Are the most important claims specific and believable?
  • Is the variant easy to identify?
  • Does the pack work as a small ecommerce image?
  • Can the system handle future products?
  • Does the back panel answer the questions customers actually ask?
  • Would the packaging sit comfortably beside stronger competitors?

If the answer is no, the design may not need more decoration. It may need better hierarchy, sharper messaging or a clearer brand system.

Also, sometimes you need to create a first (or second draft) design and just sit with it. A good label doesn’t pop out instantly, it takes time.

The Takeaway

Packaging design that sells is not about making the loudest label on the shelf.

It is about making the buying decision easier.

The best packaging helps customers understand the product quickly, believe the value, compare options, trust the claims and feel confident enough to buy. It works across shelves and e-commerce. It supports the price point. It gives future products somewhere to go.

That is the difference between a pretty label and packaging that actually works.

If you are launching a product, refreshing a label or trying to make a growing range feel more consistent, Stephen can help with packaging design, branding, product visuals, ecommerce and website support for health, wellness and small product businesses.

If you need assistance from someone who understands both the health and design industries, reach out to me. All my quotes are FREE and have a no-obligation policy. Let me help you!

References

If You’re Not Using Shopify for E-Commerce, You’re Missing Out

Posted on by Stephen Brumwell

Shopify has become one of those platforms that is easy to dismiss until you actually need your online store to do more than sit there and look pretty.

A basic website can show your products. A decent e-commerce website can sell them. But a strong e-commerce system needs to handle the messy business reality behind the scenes: inventory, checkout, discounts, shipping, email, analytics, wholesale, product variants, point-of-sale, customer data, abandoned carts, the list goes on.

This is where Shopify comes into play, and it can cover literally all this (and more!).

For anyone looking to sell health and wellness supplements, skincare, food or a small clinic e-commerce store, Shopify should be your go-to.

Of course, Shopify doesn’t come with a cheap price tag, so in this article, we’ll unpack how beneficial Shopify really is, so you can think again about shifting to an e-commerce platform that’s ahead of the curve.

What To Know

  • Shopify is a dedicated commerce platform, not just a website builder with a cart bolted on.
  • It can support online stores, social selling, marketplaces, wholesale, international selling and in-person selling through Shopify POS.
  • For product-based wellness brands, Shopify is useful because product data, checkout, inventory, payments, discounts, shipping and reporting can sit in one place.
  • It is not always the cheapest option, and it is not automatically the right fit for every business.
  • The real benefit is operational: less patchwork, fewer disconnected tools and a stronger foundation for growth.
  • Good design, product photography, packaging and copy still matter. Shopify gives you the system, but the brand experience still needs to be built properly.

Why Shopify Matters More Than People Think

A lot of small businesses choose their website platform based on the first problem they see.

They need a homepage. They need product pages. They need somewhere to take payment.

That sounds simple enough, right?

The problem is that if you’re selling e-commerce, it can sometimes grow sideways too fast (making it hard to contain).

You then need a more streamlined product grid, a seamless checkout button, and other ways to integrate your marketplace channels without having to jump into 3-4 different portals.

Shopify understands how a real scalable business needs to operate, covering endless areas you need, including:

  • customers buying online and click and collect
  • stock being sold through your website and at events
  • discount codes for email campaigns (and email campaign integration).
  • bundles or subscriptions
  • product variants by size, flavour, colour or format
  • abandoned cart emails
  • wholesale pricing
  • shipping rules
  • gift cards
  • analytics
  • app integrations
  • product feeds for Google, Meta, marketplaces and AI-driven shopping channels

Shopify is built for you to grow, from selling across channels to e-commerce inventory management and physical point of sale; it’s an all-in-one growth ecosystem (Shopify, n.d.).

Of course, it still needs to be done right (this is where I come in). You can still confuse people with weak product photos, unclear copy, or messy navigation. We’ll unpack this soon.

Australian E-Commerce Is Still Worth Taking Seriously

Australian online shopping is no longer a temporary pandemic habit. It is now part of normal buying behaviour.

The Australia Post eCommerce Report 2026 describes the report as being powered by millions of deliveries and shopper insights. It also highlights that 35% of shoppers buy online weekly or more, while 47% of Millennials buy online at least weekly.

This is an astounding number, and even then, I still see some people not even selling online. They are missing out!

Your customers are already comfortable in purchasing online; they check delivery, compare products and look for real value.

Even better, if you Sign Up for Shopify’s free trial and get started, you can begin to integrate other marketplaces like Amazon – One of the highest customer shopping intent platforms right now.

The same Australia Post report also notes that 81% of shoppers shop around for deals and that marketplace apps are almost as common as retailer websites for online shoppers (Australia Post, 2026).

If you are in Australia and have not considered Shopify yet, please reach out.

Shopify Is Built for Selling in More Than One Place

One of the biggest strengths of Shopify is that it does not treat your website as the only sales channel.

As I’ve mentioned earlier, Shopify supports other ways to integrate and sell across social media, marketplaces, wholesale, and through Shopify POS (Shopify, 2026a).

For a wellness or supplement brand, that can matter quickly.

You might start with a small online store. Then you sell at local events. Then, a clinic wants to stock your product. Then you want to run a limited bundle. Then you want Meta or Google product feeds to work properly. Then you need better email flows. Then you need to know which products are actually moving.

If your platform cannot support that without a pile of disconnected plugins and manual workarounds, growth becomes frustrating.

This is why Shopify is useful. It gives you a clearer path from “I have a product” to “I have a commerce system.”

The E-Commerce Checkout Experience

Checkout is where trust either holds or breaks. If a customer checks out, they convert; if they don’t, we lose that conversion. It seems simple, right?

Well, Shopify has one of the best checkout experiences, including a wealth of payment options, express checkout, discount codes, and an incredibly fast checkout process (Shopify, 2026a).

Fewer clicks, faster pay, more conversions, win-win.

People may be buying something they will put on their skin, eat, drink, take as a supplement, use with a client, or recommend to a family member. The buying experience needs to feel polished, secure and easy.

Pausing here for a moment, because the design and packaging matter for your product too. Remember, our E-commerce stores are digital merchandising. They are shop shelves in a digital world.

Your packaging design might build product trust before the customer clicks “add to cart”, but the checkout experience needs to carry that trust all the way through to payment.

Inventory, Orders and POS Can Get Messy Fast

A simple store feels simple when you only sell in one place.

But once products move across your online store, pop-ups, markets, clinics, wholesale customers or physical retail, inventory can become messy.

Shopify’s POS and e-commerce integration is designed to keep customer, product, inventory, order and payment data consistent across channels. Shopify explains that its POS can sync sales, orders and inventory with the Shopify admin across retail locations, the online store and active sales channels (Shopify, 2026b).

This might be a little boring, and start to seem like a sales pitch (well, it is really, because Shopify is awesome).

Inventory is important, though, because if you are not tracking it properly, you can’t project future stock ordering properly, and your sales reporting across inventory becomes unreliable.

Shopify Is The King of Product Data

We still need good visuals when it comes to e-commerce, but also, we need to ensure good product information is generated, maintained and stored well.

Your product data needs to be clean, structured and useful. This includes product titles, descriptions, images, prices, variants, stock status, categories, shipping details, metafields, search information and product feeds.

Why does this matter? Well, because with Shopify integration, this can be fed seamlessly to platforms like Google search, Google shopping, Meta platforms, and most importantly, Shopify’s Agentic AI search and targeting.

Shopify’s current platform messaging includes a strong focus on products being discoverable across AI channels and shoppers checking out in chat through agentic storefronts (Shopify, n.d.). Shopify Editions also shows that Shopify is releasing platform updates every six months, with recent editions focused heavily on AI, agentic commerce and selling everywhere (Shopify Editions, n.d.).

Confused about AI and e-commerce? Let Shopify do it for you through agentic commerce (sounds futuristic, I know).

What it essentially means is, when someone searches through ChatGPT, Claude or other AI platforms for products, Shopify helps your products show here.

Australia Post’s 2026 report also points to this shift, noting that 44% of Australian businesses are advocates of agentic commerce, while 85% are taking steps to prepare for an agentic future (Australia Post, 2026).

Shopify Does Not Replace Brand Strategy

Shopify is the king of e-commerce and selling infrastructure, but it does not give you a brand strategy.

You still need clear positioning, strong product photography and branding, good product copy (although it does have great AI copy assistance) and other good customer trust signals.

Without this and a “slap-it-all-together” approach, you can still end up with a generic Shopify website with weak branding.

That is why product photography, packaging, copy and design still matter. Shopify gives those assets somewhere practical to perform.

This is also why I am here. As a Creative Strategist, I work with you, your budget, and your branding needs.

When Shopify Makes the Most Sense

Shopify is especially useful when your business is product-led.

It may be a strong fit if you:

  • Sell physical products online
  • Sell supplements, wellness products, skincare, food, drinks, books or clinic products
  • Need a reliable checkout and payments
  • Want to manage inventory properly
  • Sell across markets, events, clinics, wholesale or retail
  • Want to connect email, ads, analytics, reviews and shipping tools
  • Plan to scale beyond a basic online store
  • Want a platform that is built around commerce first

For example, a clinic may sell practitioner resources, books, skincare, pantry products, supplement bundles, retreat products or digital downloads. In that case, Shopify may provide a cleaner selling experience than trying to force everything through a basic website setup.

When Shopify Might Not Be the Right Fit

Shopify is good, but it is not automatically the right choice for every business.

It may not be the best fit if:

  • You only need a simple service-based website
  • You do not sell products
  • Your business is heavily content-led, and e-commerce is minor
  • You need a highly customised publishing experience
  • You want full technical control over every part of the site
  • You are trying to keep monthly platform costs as low as possible

For some businesses, WordPress may still be the better option. For others, a hybrid approach can work well: WordPress for content and Shopify for commerce, or Shopify as the main store with supporting content built properly inside the platform.

If sales, inventory, checkout and product data are central to the business, Shopify becomes much more attractive.

What a Good Shopify Store Still Needs

Before we tie off this article, let’s briefly unpack what a good Shopify store looks like. Of course, this is highly generalised, and I always recommend reaching out for a FREE audit and quote.

  1. Clear product architecture. Products need to be organised in a way customers understand. Collections, filters, variants and product categories should make buying easier.
  2. Strong product pages. A product page should answer the obvious questions: what is it, who is it for, what does it do, how do I use it, what size is it, what is included, and why should I trust it?
  3. Better product photography. Product photos should show scale, texture, packaging, usage and detail. If the product needs to be inspected before buying, the images need to do real work.
  4. Clean packaging and label design. Packaging affects trust before the product even reaches checkout. If the label looks unclear or low-quality, the store has to work harder to convince people.
  5. Conversion-focused copy. Copy should be clear, specific and useful. Avoid vague claims. Explain benefits, use cases, differences, ingredients, materials, shipping and guarantees clearly.
  6. Simple checkout and delivery information. Make shipping, returns, payment options and delivery expectations easy to find. Confusion here can create hesitation.
  7. Email and retention strategy. E-commerce is not only about the first sale. Welcome emails, abandoned cart flows, replenishment reminders and post-purchase education can all help build repeat business.
  8. Analytics and ongoing improvement. Your store should be reviewed over time. Product views, add-to-cart rate, checkout behaviour, conversion rate and average order value can all show where the store needs work.

The Takeaway

If you are selling products online, Shopify is hard to ignore.

You can also sign up for a FREE 3 Day Shopify Trial PLUS $1/month for the first 3 months, this is an amazing offer – Grab it here!

It gives product-based businesses a dedicated commerce foundation: checkout, inventory, orders, shipping, POS, apps, marketing tools, analytics and multichannel selling all working from one ecosystem.

For health, wellness, supplement and small product brands, that can make a big difference. These businesses need trust, clarity and operational reliability. Customers need to understand the product, feel confident in the brand and move through checkout without friction.

Shopify will not fix weak branding, poor product photography or unclear copy by itself.

But when it is paired with strong design, clear product pages and a thoughtful customer experience, it can become a very practical platform for growth.

If you are planning an e-commerce store, rebuilding a product website, or wondering whether your current setup is holding your business back, Stephen can help you map the right approach: platform, branding, product photography, packaging, website structure, copy and the customer journey from first click to checkout.

FAQ

Is Shopify good for small businesses?

Yes, Shopify can be a strong option for small businesses that sell products online. It is especially useful when checkout, inventory, shipping, product data, payments and integrations need to work together.

Is Shopify good for wellness brands?

Shopify can be a good fit for wellness brands that sell products such as supplements, skincare, food, drinks, books, digital resources or clinic products. The platform supports product pages, checkout, subscriptions, apps, shipping, email integrations and multichannel selling.

Is Shopify better than WordPress?

It depends on the business. Shopify is usually stronger for product-based e-commerce. WordPress can be stronger for content-heavy or service-based websites. Some businesses may use Shopify for commerce and WordPress for content, depending on their goals.

Why use Shopify instead of a basic website builder?

Shopify is built around commerce. It can manage product data, checkout, inventory, orders, shipping, discounts, analytics, POS and sales channels in one ecosystem. A basic website builder may be fine for simple sites, but it can become limiting once selling becomes more serious.

Does Shopify help with SEO?

Shopify can support SEO through editable titles, descriptions, URLs, product pages, collections, redirects, structured product information and integrations. However, SEO still depends on good content, site structure, product copy, speed, authority and ongoing optimisation.

Can Shopify handle in-person selling?

Yes. Shopify POS can connect in-person selling with your online store, helping keep inventory, orders and customer data consistent across channels.

Is Shopify expensive?

Shopify has monthly platform costs, app costs and payment fees to consider. It may not be the cheapest option, but for product-based businesses, the operational benefits can outweigh the cost if the store is set up and used properly.

Do I still need good design if I use Shopify?

Yes. Shopify gives you the system, but design still affects trust, clarity and conversion. Product photography, packaging, copy, navigation and brand identity all influence whether people feel confident enough to buy.

What businesses should not use Shopify?

Shopify may not be necessary for businesses that do not sell products, only need a simple service website, or are mainly publishing long-form content. The platform is strongest when commerce is central to the business.

What should I prepare before building a Shopify store?

Prepare your product range, product photos, descriptions, pricing, shipping rules, returns policy, brand assets, packaging details, email setup, payment options and launch plan. The better the preparation, the smoother the build.

References

Australia Post. (2026). Australia Post eCommerce Report 2026. https://auspost.com.au/business/ecommerce/ecommerce-report

International Trade Administration. (2026). Australia – eCommerce. https://www.trade.gov/country-commercial-guides/australia-ecommerce

Shopify. (n.d.). Shopify: The all-in-one commerce platform. https://www.shopify.com/

Shopify Editions. (n.d.). Everything new across Shopify. https://www.shopify.com/editions

Shopify. (2026a). 11 best ecommerce platforms for your business in 2026. https://www.shopify.com/blog/best-ecommerce-platforms

Shopify. (2026b). POS ecommerce integration: How to set up unified workflows. https://www.shopify.com/au/blog/pos-ecommerce-integration

Graphic Design File Formats: What Clients Should Expect at the End of a Project

Posted on by Stephen Brumwell

You finish a logo, brand, packaging design, flyer, website graphic or set of social media assets, and suddenly you are handed a folder full of files with names like AI, EPS, SVG, PNG, JPG, PDF, RGB and CMYK.

Do you know what all these mean? How to use them?

Most business owners are not file-format experts. Really, they want to know which file to send to the printer, or what one works where, to ensure a crisp look or premium presentation of the brand.

The downside? Most designers don’t explain what all these file formats are for.

Of course, to some extent, you don’t need to know, but the final files should not feel like a mystery box, you just paid for these!

Whether you are updating your website, sending artwork to a printer or creating new packaging and social graphics, it helps to know which one to use for best results.

In this article, we will unpack the main graphic design file formats in plain English, what they are usually used for, and what clients should expect at the end of a design project.

What To Know (AI Summary)

  • Graphic design file formats matter because different files are made for different uses.
  • Vector files are best for logos, icons, signage, packaging and print artwork because they can scale without losing quality.
  • Raster files are pixel-based and are usually better for photos, website images, social media graphics and previews.
  • Common vector file formats include AI, EPS, SVG and PDF.
  • Common raster file formats include PNG, JPG, WebP, PSD and TIFF.
  • RGB files are for screens. CMYK files are for print.
  • A logo handover should usually include multiple formats, colour versions and layout variations, not just one JPG.
  • Source files and final files are not always the same thing, so this should be clarified before the project begins.
  • A good designer should supply files in a way that is organised, clearly named and practical for real-world use.

Why File Formats Matter After A Design Project

A design project is not really finished if the client cannot use the files properly.

Yes, there are some that most are familiar with, a JPG, a PNG, but what the heck is a…EPS?

If you use the wrong format or supply the wrong type to print or on a certain platform, you can get the following:

  • a blurry logo on a website
  • a logo with a white box around it because it has no transparency
  • a print supplier asking for a vector file, and the client only having a PNG
  • a social media graphic that looks soft or stretched
  • packaging artwork that is not set up correctly for print
  • colours looking different between the screen and the printed output

No one wants this, do they? And a simple resolution to avoid this is knowing how to use them all.

This all comes with a good file handover from your designer.

It helps you know what to use, where to use it, and what to send when someone asks for a specific format. It also means future printers, designers, web developers, signwriters or marketing teams are not starting from scratch.

The Simple Difference Between Vector And Raster Files

To begin, we first must unpack the difference between a Vector vs Raster.

You’re thinking, what the heck? Why do I need to know this? Trust me, it will benefit you.

Vector files are built from points, lines, curves and shapes. Adobe explains vector files as images built from mathematical formulas (Adobe, n.d.).

Essentially, Vector files can expand endlessly without losing quality. This means they always provide a crisp result across any small, medium or large format print artwork.

ALWAYS use this format for large format printing where possible – These will be AI, EPS, SVG and sometimes PDF.

Raster files are made from pixels. ZAG Interactive describes raster images as grids of pixels, which can blur or pixelate when enlarged beyond their intended size (ZAG Interactive, 2025).

All photos, website images and social media graphics, for example, are based on Raster.

These files are generally best suited for anything not large format. If you do intend on printing large format, you will want the highest quality resolution files (and not just pulled from a random website!

The Main Graphic Design File Formats Clients Will See

Let’s run through the common files you might receive at the end of a project.

You do not need to memorise all of this, but it helps to understand the general purpose of each one.

AI File

An AI file is an Adobe Illustrator file. I also like to explain this as a working file. It’s usually an editable source file used by designers to create the artwork.

It is common for logos, icons, illustrations, packaging and other vector-based artwork.

Adobe describes AI as Illustrator’s default format, designed to preserve the detail and editability of Illustrator artwork (Adobe, n.d.).

Most clients will not open AI files day to day. That is okay. The value of the AI file is that it gives a designer, printer or production person access to the editable artwork if future changes are needed.

Use AI files for:

  • future design edits
  • logo and brand source files
  • packaging or print artwork production
  • passing artwork to another designer or supplier

Do not worry if you cannot open it on your computer. That is normal.

EPS File

An EPS file is another vector file format.

It is older, but still widely used in print, signage and production environments. Adobe notes that EPS files are still common for print industry work, although formats like AI and PDF have replaced them in many modern workflows (Adobe, n.d.).

Use EPS files for:

  • print suppliers
  • signwriters
  • older production systems
  • scalable logo use
  • some merchandise or embroidery suppliers

If someone asks for a vector logo, an EPS file may be what they are expecting.

SVG File

SVG stands for Scalable Vector Graphics.

This is a web-friendly vector format. SVG files are very useful for logos, icons and simple graphics on websites because they stay sharp at different screen sizes.

Adobe describes SVG files as especially useful for web use, while EPS is more connected to print and legacy production workflows (Adobe, n.d.).

Use SVG files for:

  • website logos (Although PNG will suffice)
  • website icons
  • digital interfaces
  • scalable graphics online

SVG is often a great format for a website logo, but not every website setup will use it by default. Sometimes PNG is used instead, especially if the website system is simpler.

PDF File

PDF is one of the most useful handover formats because it can be opened by most people.

A PDF can be used for print-ready artwork, proofs, brand guidelines, flyers, brochures, packaging proofs, documents and final presentation files.

Some PDFs are editable vector files. Some are flattened or exported for viewing. Some are print-ready, with bleed, crop marks and colour settings. That means the word PDF by itself does not tell the whole story.

Use PDF files for:

  • print-ready artwork
  • proofs and approvals
  • brand guideline documents
  • flyers, brochures and stationery
  • files that need to be easy to open and share

If a printer asks for a print-ready PDF, do not just send any PDF you can find. Send the final export prepared for print.

PNG File

PNG files are raster files often used for digital graphics.

The big practical benefit is transparency. A PNG can have a transparent background, which makes it useful for logos placed over coloured backgrounds, website headers, email signatures, presentations and social media designs.

Use PNG files for:

  • website logos
  • email signatures
  • social media graphics
  • transparent-background logos
  • presentation assets

PNG files are not usually the best choice for large-scale print. They can work for some simple print situations if the resolution is high enough, but for professional print, a vector file or print-ready PDF is usually safer.

JPG Or JPEG File

JPG files are common raster image files.

They are useful for photos, preview images, website images and general sharing. They are usually smaller than PNG files, but they do not support transparency.

Use JPG files for:

  • photos
  • website images
  • blog images
  • social media posts
  • previews
  • mockups

A JPG is not ideal for a logo that needs a transparent background. It can also become blurry or compressed if saved repeatedly or used too large.

PSD, INDD, TIFF And WebP

Depending on the project, you might also see some of these file types too.

A PSD file is an Adobe Photoshop file. It is often used for photo editing, layered image work and some web or digital designs. This is also a designer working file.

An INDD file is an Adobe InDesign file. It is commonly used for brochures, magazines, booklets, reports and multi-page layouts. This is also a designer working file.

A TIFF file is a high-quality raster image format often used in professional print or photography workflows. Great if you need images for large format!

A WebP file is a web image format often used to reduce image size and improve website performance.

You do not need every format for every project. The right files depend on what was designed and how it will be used!

What Should Be Included In A Logo Or Brand Handover?

A professional logo handover should usually include more than one file.

If you decide to go the cheap logo routine, though, you may only get one. More on Cheap Logo Design here!

This area though, is where some people can get caught. A logo is not just one image that is used everywhere, it needs different versions for different backgrounds, sizes, scale and applications!

Depending on the project, a useful logo handover may include:

  • primary logo
  • secondary logo
  • stacked logo
  • horizontal logo
  • icon, mark or symbol
  • full-colour version
  • black version
  • white or reverse version
  • transparent-background PNG files
  • vector files such as AI, EPS, SVG or PDF
  • JPG files for simple everyday use
  • RGB files for digital use
  • CMYK files for print use

The list goes on.

99designs recommends logo handovers include editable files and common formats such as AI, editable PDF, PNG and JPG, with RGB PNG files supplied for web use (99designs, n.d.).

There can be variation between designers, projects and budgets, but the principle is simple: the client should not be left with one file that only works in one situation.

A good handover should also be organised clearly. Stryve Digital Marketing points out that clients are often not familiar with file formats, so clear naming, folders and a simple guide can help them use their files properly (Stryve Digital Marketing, n.d.).

That part matters more than people realise.

If you get given a folder called FINAL_final_logo_new_USE_THIS_one_v7.png This can make anyone confused. Unfortunately, this does happen though if you decide to cut costs on logo design, or find someone more inexperienced.

What Should Clients Expect For Print, Packaging And Digital Projects?

Not every design project needs the same file handover. But below is a brief summary of what you should technically expect.

This can differ slightly, but this gives you a fairly good snapshot for any future design projects you seek out.

For print design, you might receive:

  • print-ready PDF
  • artwork with bleed and crop marks where needed
  • CMYK colour setup where relevant
  • packaged source files if included in the project
  • Sometimes the last proof you reviewed or approved.

For packaging design, you might receive:

  • print-ready artwork
  • approved label or box files
  • dieline-based artwork where relevant
  • supplier-ready PDFs or approval PDFs
  • source files if included in the project agreement
  • mockups or preview images for web and marketing use

For website or digital graphics, you might receive:

  • PNG files
  • JPG files
  • SVG files for logos or icons
  • WebP files where website performance matters
  • correctly sized image exports
  • source files if included in scope

For brand identity projects, you might receive:

  • logo files
  • colour values
  • font information
  • brand guideline PDF (if it’s included)
  • social profile assets (if it’s included)
  • stationery or digital templates (if it’s included)
  • supporting graphic elements

The key point here to note is scope. Check what’s included before you start so you know what you’ll get.

The file handover should match the brief, quote and intended use. If the project only included a single flyer design, you should not expect a complete brand guideline system. If the project was a full brand identity, then a more complete handover will be expected.

RGB, CMYK, and Why Colour Can Shift

Colour is another area where files can get confusing.

The short version:

  • RGB is for screens.
  • CMYK is for print.

RGB stands for red, green and blue. It is used for digital screens such as phones, computers, tablets and TVs.

CMYK stands for cyan, magenta, yellow and black. It is used for many print processes.

This matters because a colour can look different on screen compared with print. Your phone, laptop, office printer and commercial printer may all show the colour differently.

This does not always mean the design is wrong. It is often part of the reality of moving between light on a screen and ink on paper, label stock, packaging material or signage.

For some brand and packaging projects, Pantone or spot colours may also be used to improve colour consistency. That depends on the project, budget, printing method and supplier.

For everyday purposes:

  • use RGB files for website, social media, email and digital screens
  • use CMYK or print-ready files for professional printing
  • ask your printer what they need before sending final artwork

A Practical File-Use Cheat Sheet

Here is a simple infographic guide you can download or takeaway for common situations.

Different Graphic Design File Format Uses Example from Stephen Brumwell

If in doubt, ask the supplier what file format they need before the final export is prepared.

What To Ask Your Designer Before The Project Starts

You do not need to know every file type before working with a designer.

But you should feel comfortable asking what will be supplied at the end.

It’s good to know this before you start your project, so you know what you’re paying for!

A few good questions include:

  • What final file formats will I receive?
  • Will I get files for both web and print?
  • Will the logo include transparent-background files?
  • Will I receive black, white and full-colour versions?
  • Will source files be included?
  • If source files are not included, can they be added to the quote?
  • Will the files be organised and clearly named?
  • Will you explain which file to use where?
  • What should I send to a printer, signwriter or web developer?
  • What happens if I need another file size later?

Some of these questions won’t matter for you, some will, so pick and choose.

At least, at a bare minimum, know what file formats you will be receiving!

The Takeaway

You do not need to become a designer to understand your design files.

But you should know enough to use the right file in the right place.

Vector files are usually the safest option for logos, print, signage and anything that needs to scale. Raster files are useful for photos, web images, social media graphics and everyday digital use. RGB is for screens. CMYK is for print. Source files and final files should be clarified before the project begins.

The biggest point is this: a good design handover should make your life easier.

It should give you the files you need, in formats you can actually use, with clear names and enough explanation that you are not guessing every time someone asks for your logo.

If you are planning a logo, brand refresh, packaging project, website update or design asset package, Stephen can help you scope the project clearly and supply files that are practical for real-world use across print, web, packaging, ecommerce and marketing.

FAQ

What logo files should I receive from a designer?

Most logo handovers should include a mix of vector files and raster files. Common formats include AI, EPS, SVG, PDF, PNG and JPG. You should also receive useful colour versions, such as full colour, black, white or reverse, depending on the project.

What is the difference between PNG and SVG?

A PNG is a raster image made from pixels. It is useful for digital graphics and transparent-background logos. An SVG is a vector file, which means it can scale cleanly and is often better for website logos and icons.

Do I need an AI file?

You may not need to open an AI file yourself, but it can be very useful to have. AI files are editable Adobe Illustrator files often used by designers, printers and production suppliers for future changes or professional output.

What file should I send to a printer?

For most print jobs, send the print-ready PDF supplied by your designer. For logos, signage or special production work, the printer may request a vector file such as EPS, AI or vector PDF. Always check with the supplier before finalising artwork.

Why does my logo look blurry?

Your logo may look blurry if you are using a low-resolution raster file, stretching a small image too large, or using the wrong export for the situation. A vector logo or correctly sized PNG usually solves this.

Should I use CMYK or RGB?

Use RGB for screens, websites, email and social media. Use CMYK or properly prepared print files for commercial printing. If colour accuracy is important, speak with your designer and printer before production.

References

Adobe. (n.d.). What is a vector file? https://www.adobe.com/creativecloud/design/discover/vector-file.html

Adobe. (n.d.). AI vs. EPS: Which is better? https://www.adobe.com/creativecloud/file-types/image/comparison/ai-vs-eps.html

Adobe. (n.d.). EPS vs. SVG: What are the differences? https://www.adobe.com/creativecloud/file-types/image/comparison/eps-vs-svg.html

99designs. (n.d.). What file formats should I upload to the handover? https://support.99designs.com/hc/en-us/articles/204761875-What-file-formats-should-I-upload-to-the-handover

Stryve Digital Marketing. (n.d.). Creating a logo package for your client. https://www.stryvemarketing.com/blog/creating-a-logo-package-for-your-client/

ZAG Interactive. (2025). Digital and print design file types guide for marketers. https://www.zaginteractive.com/insights/articles/february-2025/marketer-s-guide-to-design-file-types

Brumwell, S. (n.d.). Health and wellness design services Brisbane. https://stephenbrumwell.com/design-services/

Design Brief: How to Brief a Graphic Designer Without Overcomplicating It

Posted on by Stephen Brumwell

A design brief does not need to be complicated, but some of the details matter.

You don’t need to use or understand design language, marketing jargon, or have a perfectly polished launch strategy or plan.

It’s simply a brief that helps your designer understand what you need, why you need it, who it’s for and how the finished work will be used.

In this article, we’ll unpack some of the details behind a good, simple design brief, so you can give it to your designer next time.

Goal: What are you trying to achieve?

Before diving into the colour scheme, fonts, layout, and all of the pretty stuff, you need to have in mind first…

What is the purpose of this design project? What are you trying to achieve? this should be clear in your design brief

A good example is a flyer, is its purpose for a one-off event? If so, we need to consider a design that can be communicated quickly and clearly.

A product label, its purpose is for sales, or for at least someone to pick it up. We need to help people understand what the product is, its key selling points, and whether it’s right for them.

You may even wish to share some label or design trends that align with your brand.

A useful brief should explain the business problem or purpose at hand, and not focus solely on the preferred style or design layout. While design is still a factor, it’s good to share the clear goal, so your designer can make decisions that support that outcome.

Explain: Who the design is for

Good design is not only about what the business owner likes. It needs to make sense to the people who will see, read or use it.

We don’t create good design because it’s what you, the business owner, or your wife likes. The design needs to make sense to the audience – the people who will see, read, purchase or use it.

When providing your design brief to the designer, it’s always good to explain in a short description your target audience. Who are they? What are they looking for? What do they already know and what don’t they know? What core information needs to go on the design project so they can buy or trust your brand?

For health, wellness and professional service businesses, this can be especially important. The design may need to feel calm, credible, approachable and easy to understand. It may need to avoid looking too clinical, too playful, too generic or too sales-heavy.

Overall, this can help your designer make better choices when designing elements. If you don’t really know who you are targeting, tell your designer this! It’s equally as useful and they will help you (or they should).

Clarity: Be clear about what needs to be delivered

One of the most helpful things you can include in a design brief is a clear list of deliverables.

This means what the actual end product items you need at the end of the project.

Some good examples are logo files, business cards, print-ready labels, PDF documents, web banners, social graphics, and so on.

Please always share in the most detail as well (if possible). If you know the size, format, or platform you want to use, or if it’s a social media tile? How many images?

An example when sharing could be the following:
Key Deliverables: A3 and A4 Poster (PDF format), 3 Social Media Grid Post Graphics and 1 Social Media Story Graphic.

The details count. And if you aren’t super technical and can’t provide the format, that’s okay! Provide as much as you can, even where the design product is going, or the placement, helps.

Share: Provide any assets or content you already have

If you already have brand assets, send them early. This might include your logo files, brand guidelines, colours, fonts, photography, copywriting, previous designs, packaging dielines, print specifications or website access details. These are all important to share with your designer.

You may even share designs or styles you’re looking to achieve; this can stop designers from really missing the mark from the start and consuming precious billable hours.

Missing content is actually a common component of delay in design projects, or often leads to unexpected added costs. If your flyer or brochure needs final copy, images, or other details, the designer will need this!

If you don’t have any images and would like the designer’s advice or to source them, they can do this too. Be prepared, though, this can add additional cost to the final invoice.

The Practical: Include timelines and budgets.

A brief should also cover the practical side of the project, such as deadlines, budgets and any other nitty-gritty requirements.

When does the job need to be finalised? Do you have any hard deadlines? soft deadlines? Consider product launches, website go-lives and which team will approve the designs or provide feedback?

All of these points matter because without them, the design project can slow down, or there is a lack of understanding when the design needs to be completed.

Understanding where feedback comes from is also important, and it should be constructive too. Instead of saying “I don’t like it”, explain what is not working. Is it the colour? format? type? off-brand? More details matter (again).

Remember, though, you don’t need it ALL figured out.

The takeaway point to remember is that while a brief is important, and we need as much information as possible, it’s as much as you can give.

You do not need to know every file format, print requirement or design term before starting!

A designer can help clarify the scope, recommend the right formats, suggest what is missing, and turn a rough idea into a practical plan. The brief is simply a starting point for a better conversation.

If you are preparing to work with a designer, focus on the essentials: the goal, the audience, the deliverables, the available content, the deadline and who needs to approve the work. That is usually enough to begin.

And if you are not sure what you need yet, that is fine too. Sometimes the first step is not a finished brief, but more conversation with your designer that will help shape a good outcome.

Example Design Brief Template

Here is a simple example of how a design brief might look in practice. This does not need to be perfect, but it gives your designer enough useful information to start asking the right questions

Brief sectionExample
Project titleProduct label design for a magnesium powder supplement
Project goalCreate a clear, trustworthy label that helps the product stand out on shelf and online, while making the key product information easy to understand.
Target audienceHealth-conscious adults who are interested in sleep, stress support and general wellbeing. The design should feel professional, calm and credible rather than overly clinical or too playful.
DeliverablesOne front label, one back label and one print-ready PDF file. Also supply web-ready images for the online store if possible.
Required contentProduct name, flavour, net weight, key selling points, ingredients, directions, warning statements, barcode, logo and contact details.
Existing assetsLogo files, brand colours, product copy, barcode, ingredient panel and a few examples of packaging styles we like.
Where it will be usedPrinted product pouch, Shopify product page, email marketing and social media launch posts.
TimelineFirst concept needed within two weeks. Final artwork needed by the end of the month for printing.
Approval processStephen will review the first design, then one other person will check the product information before final approval.
Budget or constraintsWe have a moderate budget and would like to avoid unnecessary extra formats unless they are needed for print or web use.

.