Designing a Food Label in Australia: What Needs to Go on It?

Posted on by Stephen Brumwell

Article Snapshot

  • Most packaged retail foods need a combination of product identification, net quantity, ingredients, allergens, nutrition information, supplier details, traceability information, date marking and country-of-origin information. Storage or use directions may also be required depending on the product.
  • The exact requirements depend on what the product actually is. A snack food, sports food, meal replacement and therapeutic product can sit beside each other on a shelf while being regulated very differently.
  • Ingredients and allergens should come from the final production formula, not an early recipe or marketing description.
  • Australia’s Plain English Allergen Labelling rules are now the current format for newly packaged food. The old transition period ended on 25 February 2026.
  • Good food packaging design is not about squeezing compliance copy into whatever space is left. The compliance information is part of the layout from the beginning.

A food label has to do a lot of jobs in a very small amount of space.

It needs to tell us what the product is, what is inside it, whether it is suitable for us, how much we are buying, where it came from and, depending on the product, how to use or store it safely.

Then, after fitting all of that in, we still expect the packaging to look good enough to actually sell the product.

This is where food packaging design gets a little more complicated than choosing a logo, some pretty colours and dropping everything onto a label template.

I have worked on labels and packaging across food, supplements and wellness products, and one thing makes these projects easier every single time: get the information organised before the design starts.

This article is a practical guide to the main information Australian businesses should think about when creating a food label in Australia.

Please note, this is general information, not legal or regulatory advice. The exact requirements depend on the food, formulation, claims, pack format and how it is sold, so always check the current Australia New Zealand Food Standards Code and get specialist advice when the product needs it.

Start With the Product (not your artwork)

This is the part people sometimes want to skip because it does not feel very creative! But it is important.

Of course, it’s fun to generate concepts or ideas in AI, but really at first, we need to know what we’re actually designing!

A protein powder, electrolyte mix, protein bar, meal replacement, herbal powder and everyday snack may all live in the health and wellness category from a branding perspective. From a regulatory perspective though, they may not sit in the same bucket.

That classification can change the ingredients you can use, the warnings required, the claims you can make, the directions for use and even whether the product is regulated as a food.

Some things include certain allergies, declaring particular ingredients, recycling claims, and so on.

So what’s the first takeaway here? Let’s confirm the actual product and product category.

FSANZ’s Food Standards Code sets the rules for food labels in Australia. Chapter 1 contains requirements that apply broadly to packaged foods, while Chapter 2 includes additional rules for particular products, such as dairy, meat and alcoholic beverages (FSANZ labelling information).

Lock the formula before finalising the label

I’m sure this one is fairly self-explanatory, but it’s worth mentioning because it’s pretty important.

Your formula is your final production recipe, usually supplied or confirmed by your manufacturer once your product has reached its final development stage.

Ideally, this should be locked in before you finalise your label. Even a small formulation change, such as adding or replacing an ingredient, can affect allergen declarations, front-of-pack claims, ingredient statements and even make your Nutrition Information Panel incorrect.

Ingredients are also generally listed in descending order by their ingoing weight. Characterising ingredients or components may also require percentage labelling. A strawberry yoghurt, for example, may need to tell us how much strawberry is actually in it (FSANZ ingredient lists and percentage labelling).

That doesn’t mean you need to wait until everything is complete before involving a designer. You can absolutely start developing the brand, packaging concept and overall direction earlier in the process. It’s just better to have the formula reasonably well progressed before getting too close to final label artwork.

Confirm the pack format and physical label dimensions

The dieline matters more than people think, and this is actually a major one, especially when it comes to label dimensions.

I’ve seen label dimensions confirmed far too late in the process, which only results in major design changes and further billable costs.

The pack format is also important. A 500 g stand-up pouch, small jar, wrap-around bottle label and cardboard carton all give us very different real estate to work with. This affects key messaging placement, design aesthetics, and so on.

The simple takeaway is, make sure you know the pack format you’re using, and ask your manufacturer or pack supplier for the correct label or dieline template.

Core Mandatory Label Information

Once we know what the product is, we can start building the information that actually needs to live on the label.

We need to work out what belongs on the front, what belongs on the back or side panels, what needs prominence, and what is applied later during production.

Please note this list is not comprehensive, and I’m just covering core areas. Some notes not mentioned below are barcodes, product information, and any other product specifics. Always consult with someone (like myself) or a regulatory body to ensure your label (or product) is compliant.

Product name or description

Self-explanatory, and probably something you already have in mind, but let’s unpack it further.

Your product needs to have a blend of creative market fit, while also being understandable.

If the brand calls a product something like Daily Glow, that may be great, but somewhere nearby we may still need a clear description that tells the customer what it actually is.

This also matters visually too. If we cover the front of a product in giant mangoes, berries or cacao imagery, we need to make sure the overall impression matches the actual product. Australian food labels and advertising still sit under laws dealing with false, misleading or deceptive representations.

What do I mean? The imagery and words need to work together, and not be misleading.

Net quantity & serve

Pre-packaged goods sold in Australia generally need a net measurement showing the amount of product without the packaging.

Depending on the product, that might be weight, volume, number or another permitted measurement. Trade measurement rules also cover where that marking goes, the permitted units and the minimum character size (National Measurement Institute).

You also need to declare the serving size, and the number of servings in the pack. This is generally something that appears on the front panel as part of the key product information.

Ingredients and allergens

Your ingredient list and allergen declaration are two areas where accuracy really matters.

Under the current Plain English Allergen Labelling requirements, required allergens need to use prescribed names, be declared in the ingredient list in bold, and be repeated in a separate bold summary statement beginning with Contains near the ingredient list. Individual tree nuts, molluscs and relevant cereals are also declared specifically (FSANZ allergen labelling).

For example:

Ingredients: Rolled oats, almond meal (almond), milk powder (milk), cocoa, sunflower oil.

Contains: gluten, almond, milk.

The exact wording depends on the actual ingredients and the required allergen names, so do not copy an allergen statement from a competitor and assume it applies to your formula.

Generally, if you are working with a manufacturer, they will work with you to ensure you understand the correct allergen declarations that must go on your label.

Supplier, lot code, dates and storage

FSANZ identifies the food name, lot identification and supplier name and address in Australia or New Zealand as key traceability information for labelled food (FSANZ food traceability). Trade measurement requirements can also require an Australian street address for the packer of goods packed in Australia.

The lot code and date code are often added during production rather than printed as fixed artwork (so you can worry less about this), but you sometimes need to leave room for this to be added.

Date marking generally uses either Use By or Best Before, depending on the food. If specific storage conditions are required for the product to remain safe or maintain quality to that date, those directions also need to be included (FSANZ date marking).

From a design perspective, this means we need to know where the date printer hits the pack, how much clear space it needs and whether the ink has enough contrast to remain readable.

Nutrition Information Panel

Another fairly self-explanatory one: most packaged foods require a Nutrition Information Panel, commonly called the NIP, although there are exemptions for some foods and pack formats.

The standard panel generally includes average quantities of:

  • energy
  • protein
  • fat
  • saturated fat
  • carbohydrate
  • sugars
  • sodium
  • other active ingredients

These are shown per serving and per 100 g, or per 100 mL for liquid foods (FSANZ Nutrition Information Panels). Other nutrients may also need to be declared depending on the product and any claims being made. This ser

For example, if you make a fibre claim, fibre may also need to be declared in the NIP.

FSANZ has a Nutrition Panel Calculator, which can be useful, but remember: a calculator is only as good as the recipe and ingredient data going into it.

From a layout perspective, keep the NIP clean. I know it is tempting to compress it into the smallest possible corner because we want more space for the branding, but a nutrition panel with crowded columns and tiny numbers helps nobody.

Nutrition and health claims

This is where marketing and compliance really start crossing paths. Something that looks like a simple piece of front-of-pack copy can actually be a regulated claim.

Claims such as:

  • high protein
  • low sugar
  • good source of calcium
  • gluten free

are generally considered nutrition content claims. These describe the presence, absence or amount of a nutrient or substance in the food and usually need to meet specific conditions before they can be used.

Then we move into health claims, where the wording connects a food, nutrient or ingredient with a health effect.

For example:

“Calcium supports healthy bones and teeth.”

This is the type of statement FSANZ refers to as a general-level health claim. These claims must be based on an appropriate food-health relationship and supported in accordance with the requirements of Standard 1.2.7.

There are also high-level health claims, which go further and refer to a serious disease or a biomarker of serious disease. These are much more tightly controlled and can only be based on food-health relationships specifically pre-approved by FSANZ.

Foods carrying general- or high-level health claims generally also need to meet the Nutrient Profiling Scoring Criterion (NPSC) (FSANZ nutrition and health claims).

And there is another important line to be aware of.

A food label shouldn’t simply start making claims that suggest the product can treat, prevent, cure or alleviate a disease or medical condition. Depending on the product, its ingredients and the way it is represented, this can move you away from food regulation and into therapeutic goods territory, which is regulated by the Therapeutic Goods Administration (TGA) (TGA – What are therapeutic goods?).

My recommendation is to review label claims throughout the label design process, so you don’t unintentionally take your product into a completely different regulatory area.

Country of origin

Most food offered for retail sale in Australia needs country-of-origin information, but the format depends on the product and supply chain.

The rules vary depending on whether the food is priority or non-priority and whether it was grown, produced, made or packed in Australia or overseas. Priority foods made, grown or produced in Australia commonly use the kangaroo symbol, bar chart and explanatory text, while other foods can require different standard marks or text statements (ACCC country-of-origin food labelling).

Do not choose the statement based on where the business office is located.

And please do not casually redraw the kangaroo or make your own version of the bar chart because it fits the brand better.

The origin statement comes from the product and its ingredients first. Then we design around the correct mark.

Directions for use and storage

This is another part of the label that can sometimes look optional, but depending on the product, it may actually be required.

If your food needs to be prepared, used or stored in a particular way for health or safety reasons, those directions need to be provided on the label.

Where those directions are needed for safe use or storage, that might include instructions such as:

  • keep refrigerated
  • refrigerate after opening
  • store below a particular temperature
  • cook thoroughly before consumption
  • prepare using a specific method before eating

Other products may also include practical preparation or serving directions, such as a scoop-to-water ratio, even where those instructions are not required specifically for food safety.

Storage instructions are particularly important when they are necessary for the product to remain safe for its stated shelf life. For example, if a product needs refrigeration in order to remain safe through to its use-by date, that storage condition needs to be communicated to the consumer. (FSANZ – Use-by and best-before dates)

Directions for use can also become mandatory where the consumer needs those instructions to use the food safely. Standard 1.2.6 of the Food Standards Code deals specifically with these requirements. (FSANZ – Food Standards Code)

If the information is important for the safe use or storage of the product, make sure it has a clear and deliberate place on the label.

Design, Information & Hierarchy

Once all the information is accurate, we finally get to the fun part, and that’s the look and visual feel.

But even here, good packaging design is not just that. A strong label guides the customer through information in the order of…

  1. What is it?
  2. Why should I care?
  3. Is it suitable for me?
  4. How do I use it?
  5. Can I trust it?

That hierarchy changes slightly by product, but the principle stays the same.

Below are some notes on what to include on the front/back panel. Of course, this can differ slightly per product, so it’s always best to consult with a graphic designer to ensure what you have on these areas fit your consumer!

The front panel

The front panel does not need to carry the whole product story.

It needs to get the customer interested enough to keep reading, grab their attention, and sell it to them!

Normally that means a clear brand, product name or description, variant or flavour, net quantity and a small number of useful, supportable selling points.

If we try to put twelve benefits, six icons, three badges, a giant logo and a paragraph of copy on the front, nothing feels important anymore.

A label can technically contain all the right information and still make the buying decision harder.

The back panel

Once somebody turns the pack around, they are normally looking for proof and further detail.

Ingredients. Allergens. Directions. Nutrition. Origin. Warnings. Suitability. Contact information.

This is where spacing, typography and grouping make a huge difference.

The customer should not need to hunt through one giant wall of text to find the allergen statement or directions for use.

They may also be on the end of conversion, but need that extra little bit of detail to make them buy.

Good hierarchy makes complicated information feel simpler.

Barcodes and QR codes

A retail barcode is usually a commercial or retailer requirement rather than a standard FSANZ label element, but for most retail products it becomes a practical necessity.

Before final artwork, confirm the correct GTIN, use the proper barcode artwork, maintain the required quiet zones and check the final printed code—not only the PDF.

A QR code can also be useful for recipes, product education, batch information or a deeper brand story.

Just remember, a QR code does not automatically replace information that is legally required on the physical label.

Design for the physical pack and ecommerce

This is something I talk about a lot in packaging work.

We do not design labels only for the physical shelf anymore!

The same pack may appear in a supermarket, a clinic, a Shopify product grid, an Amazon listing, a social ad and a tiny mobile thumbnail.

So test the label always across various formats, and then test it again. What’s even better, you can use AI these days to make a pretty good mockup…then test again!

Can we still identify the product? Can we see the variant? Does the branding hold up? Does it look like the price point it is asking for?

I covered more of this sales side in Packaging Design That Sells: More Than Just a Pretty Label.

My Quick Food Label Checklist

I would rather spend a little more time getting the information right at the beginning than spend twice as much time rebuilding artwork at the end.

Some lists below are no comprehensive, but gives you a general checklist of what to consider!

My general food label start-to-finish checklist

  1. Classify the product. Confirm what regulatory category it sits under.
  2. Lock the formula. Use final recipes and current ingredient specifications.
  3. Confirm the pack. Final size, dieline, template fill quantity, print process and coding areas.
  4. Prepare the compliance copy. Ingredients, allergens, NIP, warnings, dates, storage, supplier information and origin.
  5. Review the claims. Ensure you know what claims you can say, and what you can’t.
  6. Quick regulatory check. Is your product actually a food item? Or is it TGA regulated?
  7. Build the hierarchy. Decide what the customer needs to see first, second and third.
  8. Add retail requirements. Barcode, retailer data, QR code or other channel-specific elements.
  9. Proofread the final artwork. Preferably more than once and by more than one person.
  10. Run prepress checks. This usually involves doing a trial run to check the label.
  11. Check a physical proof or production sample. Because screens can lie.

A pre-artwork checklist

Before sending a food label to a designer, try to have most ready:

  • final product name and description
  • final formula
  • ingredient specifications
  • allergen declarations
  • Nutrition Information Panel data
  • Other specific product information or copy
  • net quantity
  • lot and date coding requirements
  • storage and usage directions
  • country-of-origin information
  • approved claims
  • dieline/template
  • printer specifications

Look i’m not going to lie, you don’t actually need all of these, but try and at least have the product detail, NIP data, dieline/template, and really a general idea of what else you want on the label.

This saves my time, and can also save you money if you go over billable design hours!

The Takeaway

A good food label makes a complicated product feel simple to buy.

Behind that simplicity is a fair amount of work.

The formula needs to match the ingredients. Allergens need to be obvious. Claims need support. The Nutrition Information Panel needs space. The country-of-origin mark needs to be correct. The date code and barcode need to work in the real production environment.

And then we still need to make the whole thing look like a brand somebody wants to pick up.

That is why food packaging design works best when compliance and design happen together rather than treating compliance as the annoying text we squeeze in at the end.

If you are developing a food, supplement or wellness product and already have your product information together, I can help turn it into clear, professional packaging that works both visually and practically. You can also read more about my broader packaging design process or get in touch for a free, no-obligation discussion about your product.

Frequently Asked Questions (FAQs)

What information usually needs to be on a food label in Australia?

Most packaged retail foods need a combination of product identification, net quantity, ingredient information, allergen declarations, nutrition information, supplier and traceability details, date marking, storage directions and country-of-origin information. Exact requirements depend on the food and how it is sold.

Do all packaged foods need a Nutrition Information Panel?

Most do, but there are exemptions for some foods and situations. A claim can also trigger nutrition information requirements that would not otherwise apply. Check the current Food Standards Code for your specific product.

Do allergens need to be bold in Australia?

Under the current Plain English Allergen Labelling requirements, prescribed allergen names are declared in bold in the ingredient list and a separate bold Contains summary statement is provided near it.

Can I design the label before the recipe is final?

You can start exploring brand direction and layout, but I would avoid finalising compliance sections until the production formula is locked. Recipe changes can affect ingredients, allergens, nutrition data and claims.

Can a QR code replace information on the physical food label?

Not automatically. QR codes are useful for additional information, but mandatory information that is required on the physical label generally still needs to appear there.

Who is responsible for checking whether a food label is compliant?

The food business remains responsible for its product and label information. A designer can organise the content, protect legibility and flag obvious issues, but specialised products may need review by a food technologist, regulatory consultant, laboratory, lawyer or relevant authority.

References

AI in Advertising: Good Idea or Brand Risk?

Posted on by Stephen Brumwell

Article Snapshot

  • AI in advertising can be a useful advertising asset, but generating an image and designing an advertisement are two different jobs.
  • Start with the audience, message, call to action and visual hierarchy first. The prompt should support the ad concept, not decide it for you.
  • Brand risk increases when AI introduces clutter, distorted products, invented label details, incorrect logos or the obvious appearance that nobody reviewed the final image.
  • A stronger workflow is to use AI for concepts, backgrounds or supporting visuals, then bring in real brand assets, accurate product imagery and controlled typography during the design stage.
  • Before publishing, review the ad at the size people will actually see it, check the focal point and CTA, proofread every detail, and make sure the overall image does not create a misleading impression.

AI image generation has moved quickly from novelty to everyday advertising tool. Small businesses can now create glossy product scenes, dramatic campaign images and surreal concepts in seconds.

I have started noticing more of these appearing in social ads, and an array of negative comments to follow, possibly hurting the business.

This prompted me to make this post. Because the problem isn’t the AI use, it’s often the first generated image appears to have been treated as the finished advertisement.

Let’s dive in.

An AI Image Is Not a Polished Advertisement

An image can create a mood or stop someone scrolling, but an advertisement has a more demanding job, depending on your goal.

Don’t get me wrong, there is a time and place for AI images in advertising, but more careful planning still needs to be considered, along with proofreading and reviewing the final result.

An advertisement needs to communicate a specific message. A customer needs to understand the offer at a glance and feel pulled to click through.

This means that even though we can use AI to create an image, we still need to review it to make sure the main message, brand recognition and call to action are easily understood.

AI can help create the raw visual or idea, but it does not automatically know where text or words should be placed to best communicate with your audience.

Generating and designing are two different stages of the process.

Why One-Pass AI Ads Look Like Slop

Image generators are very good at filling space, and it’s good to create something that might make sense visually at a glance.

But when it comes to advertising design, there’s so much more that needs to be considered.

A one-pass AI image may contain several people, glowing effects, floating products, decorative text and a complicated background. The result looks busy because nothing has been given priority.

There’s also a chance for distorted product, elaborate brush strokes, invented label details, unreadable text, and incorrect logos. These errors usually suggest no one proof read this image long enough, it literally went from GPT to Meta, not good.

I have written more broadly about this problem in How to Use AI in Business Without Sounding Generic or Creating AI Slop. The same principle applies visually: prompt, review, refine and then bring human judgement back into the process.

Start With the Advertising Message

Before jumping into your favorite AI generating platform, think of your advertisement first.

I should disclose though, I am no advertising expert, but from my experience, you should at least be thinking of the below:

  • Who is the advertisement for (target audience)
  • What is the call to action? (CTA)
  • What is the key messaging, or thing they need to understand?
  • What should they look at first?
  • Where will the ad appear?

If you cannot answer those questions, AI is probably not going to answer them for you when it makes the image.

The intended layout/messaging should shape the generated image. If the headline sits on the left, ask for negative space there. If the product is the hero, do not surround it with five competing objects. For mobile ads, generate and review the image at a small scale.

Use AI to Create an Asset, Then Design the Ad

AI works better when it contributes one part of the advertisement rather than attempting the entire layout.

Use it to create a background, texture, location, supporting character or unusual concept. Generate several variations, choose the clearest composition and bring it into proper design software.

This is actually something I do often, particularly when I want a subtle, relevant background layer or texture. I also use AI quite often for rapid idea prompts, it’s very good for this.

Once I have what I need, or the idea/concept, I’ll add in the real logo, product images, typography, and then move things around further. This gives you full control over hierarchy, and prevents AI from doing it and making it look like a complete mess.

You also need to make sure the products in the ad are accurate. If an ad needs to show exact packaging, colour, ingredients or scale, genuine product photography will usually be a stronger foundation.

A Quick Check Before You Publish

Before approving an AI-assisted ad, reduce it to the size at which people will actually see it and ask maybe just a few of these questions:

  1. Will people look at this and notice immediately it’s AI slop? (if so, do not post it.)
  2. Is the main message clear within two seconds?
  3. Is there one obvious focal point (main header, and easy visual hierarchy)
  4. Is it just overall not too cluttered and easy to understand the offering?
  5. Are the logo, product and important details accurate?
  6. Is the call to action easy to find?
  7. Have I checked faces, hands, reflections, labels and background objects?
  8. Could any part of the image create a misleading impression?

The #1 and #8 have bookended this list, because they’re pretty important. #1 is just a big no no, get it off the internet. #8 keeps you safe legally im health, wellness and product advertising. Australian businesses remain responsible for avoiding false or misleading representations, regardless of how an image was produced (Australian Competition and Consumer Commission, n.d.).

Use AI to Speed Up The Process

AI can make concept exploration faster, help small brands test directions and create visuals that would otherwise require complex production.

It’s an absolutely fantastic tool, if used correctly, because speed is not clarity.

Good AI-assisted advertising still involves art direction, selection, editing and design. It may take ten generations to find one useful asset, followed by a separate layout process.

Use AI to expand the possibilities. Then slow down long enough to decide what deserves to represent your business.

What am I trying to say here? Well, while it’s great experimenting with AI-generated visuals, please always consider using a designer or marketing expert to help you get it right.

I can help with creative direction, graphic design, campaign assets and branding systems. I also offer a low cost retainer or even provide a FREE quote if budget is tight.

Frequently Asked Questions (FAQs)

Can I use AI-generated images in advertising?

Yes, AI-generated imagery can be used as part of advertising, and platforms such as Google Ads now provide their own generative image tools. You still need to check the terms of the tool you use, advertising platform requirements and any relevant local regulations. More importantly, the finished ad is still your responsibility.

Are AI-generated images bad for your brand?

Not automatically. The risk comes when the image looks generic, inaccurate, cluttered or obviously unreviewed. AI can be useful for concepts and supporting visuals, but the final result still needs to look and feel like your brand rather than something produced from a generic prompt.

Should I use AI to create the whole advertisement?

Usually, I’d use AI to create an asset rather than the finished ad. Generate a background, scene, concept or supporting visual, then bring your real logo, typography, product photography, messaging and CTA into the design separately. That gives you much more control over hierarchy and brand consistency.

Do I need to disclose that an advertisement uses AI-generated images?

This increasingly depends on the platform, location and type of advertising. Google, for example, now provides AI-content labelling tools and notes that some jurisdictions require disclosures for certain AI-generated or edited advertising assets. So this is an area businesses should check rather than assuming one rule applies everywhere.

Can an AI-generated image create misleading advertising?

Absolutely. In Australia, advertising images and descriptions can create a misleading impression just as written claims can. If AI changes the apparent size, packaging, ingredients, results, features or capabilities of a product, that could become a problem. The ACCC specifically includes images and descriptions among the information businesses must ensure is accurate and truthful.

References

Your Website Was Designed for Google, Is It Ready for AI Search?

Posted on by Stephen Brumwell

Article Snapshot (AI Generated)

  • AI search is changing how people find information, compare services and decide who to trust online.
  • A website still matters, but it now needs to be easy for both humans and AI systems to understand.
  • The old SEO habit of writing vague keyword-heavy pages is becoming less useful.
  • Clear service pages, direct answers, strong internal links, real expertise, structured data and trust signals are becoming more important.
  • Google says there are no special hidden requirements for appearing in AI features, but its guidance still points back to useful, people-first content and technically accessible pages.
  • For health, wellness and product-based businesses, the opportunity is to make your website the clearest source of truth about who you help, what you do, where you work and why people should trust you.

Search is Changing

For years, most business websites were built with Google and a stream of keywords in mind.

That usually meant service pages, keywords, metadata, headings, blog posts and enough technical SEO to help Google crawl the site properly. For a long time, that was the only approach.

While this is still considered strong foundations, people are no longer only typing a short phrase into Google and clicking through a list of blue links.

They are asking longer questions. They are reading AI summaries. They are using tools like Google AI Overviews, Google AI Mode, ChatGPT, Perplexity and other answer-style search experiences to compare options faster.

It doesn’t mean you need to change your website completely, it means you need to make sure your website is a source of truth, and provides answers people have questions for.

If your website is vague, thin, generic or built only around old SEO habits, AI search has very little useful information to work with. If your website is clear, specific, structured and genuinely helpful, it has a much better chance of being understood, cited, summarised and trusted.

What Is AI Search?

AI search is a broad term for search experiences that generate a direct answer instead of only showing a traditional list of links.

Google describes AI features such as AI Overviews and AI Mode as experiences that use generative AI to help people understand topics, ask follow-up questions and explore information from across the web (Google Search Central, 2026a).

In plain English: AI search tries to answer the question before the user clicks.

That might look like a summary at the top of Google results, a quick explanation pulled from multiple sources (one could be yours), and even a prompt box to ask more clarifying questions.

We’re not longer trying to rank purely off search terms, but for AI systems now.

This means AI search needs to understand clearly who you are, what you offer, how you can help, and what makes you stand out.

Traditional SEO Alone Is Not Enough

Traditional SEO still provides strong foundations, such as titles, headings, page speed, crawlability, links. But the quality matters too to ensure AI search can provide the correct result.

Instead of keywords these days, consumers a searching in a more conversational way.

Someone might not search:

naturopath gut health Brisbane

They might search in a more natural, intent-based way:

I’m looking for a naturopath in Brisbane to help with gut health

Or they may just ask a question:

Can a Naturopath help me with bloating and reflux?

Or it may be a general search question:

Can bloating and reflux be linked to poor gut health?

These are very general examples, but examples of intent-rich queries, not keyword searches.

If your website can answer these real questions, it makes it easier for AI search to pull your website and bring it to the person searching.

Google’s guidance on helpful content is still a good foundation here. It says people-first content is content created primarily for people rather than to manipulate rankings, and it encourages website owners to focus on usefulness, reliability and the needs of the audience (Google Search Central, 2026b).

This means Google still values rich, useful data for the consumer. With AI search though, it’s harder to hide weak content behind keyword placement.

The Zero-Click Search

One uncomfortable truth: AI search can reduce clicks.

If a user gets enough of an answer in the search result, they may not visit your website at all. This is often called zero-click search.

Bain & Company reported that many consumers now rely on zero-click results for a significant share of searches, estimating that this behaviour can reduce organic web traffic by 15% to 25% (Bain & Company, 2025). Pew Research Center has also reported that many Americans have mixed feelings about AI summaries in search results, with usefulness varying by age and search behaviour (Pew Research Center, 2025).

Pretty grim, right? people are landing on google but… not really leaving it.

Of course, our website still supports some level of discovery, trust and conversion, but that gap is widening.

For small businesses, especially in health, wellness, nutrition, clinics, ecommerce and design-led product brands, this means your website needs to become clearer, not louder.

So not more keywords, more answers to questions in a natural, conversational way.

Your Website = Point of Truth (to AI)

AI search pulls understanding from the information available online.

If your website does not clearly explain your business, AI systems may rely on weaker signals: directory listings, old social bios, incomplete Google Business Profile data, product listings, reviews, third-party mentions or competitor content.

Your website should be the best source of truth about your business.

That includes:

  • your services
  • your process
  • your location
  • your audience
  • your credentials or experience
  • your product range
  • your clinic approach
  • your booking or enquiry pathway
  • your policies where relevant
  • your frequently asked questions
  • your examples, case studies or proof points

For a wellness business, that might mean clearly explaining your clinic services, who each practitioner helps and what a client can expect before booking.

For a supplement or ecommerce brand, it might mean clear product information, ingredient context, usage guidance, shipping information, FAQs and trust-building product photography.

For a service business, it might mean pages that explain each offer properly instead of grouping everything into one vague “services” page.

For related reading, see How to Make a Naturopath Website Feel Credible Before a Client Books and Branding for Wellness Businesses: Why a Logo Is Not Enough.

Answer the Questions People Actually Ask

AI search is built around questions and answers.

That means your website should include the questions your clients, customers or patients actually ask before they buy, book or enquire.

Useful questions might include:

  • What do you help with?
  • Who is this service for?
  • What happens in the first appointment?
  • How long does the process take?
  • What is included in the package?
  • Do you work with Brisbane clients only, or Australia-wide?
  • Do you offer telehealth consultations?
  • How can you help with my gut health or sleep issues?
  • Can you help me with my joint pain?
  • Do you provide health rebates?

This is only a small example, but these questions can become FAQ sections, blog posts, service page sections, product page content or internal links.

You can then answer these directly as well. If you look at most of my articles, there is always an FAQ section, because i’m also answering questions people ask.

And you know what? Drum roll you can use AI to search the internet and find common questions people ask across specific industries or niches (if prompted right – I can help with this if you like).

Prompts are like briefing a graphic designer; if not done well, the result is less desirable.

See How to Brief a Graphic Designer Without Overcomplicating It.

Structure Helps Humans and Machines

A well-structured page helps people skim, compare and decide. It also helps search engines understand the relationship between the page title, headings, sections, links and body content.

Useful structure includes:

  • one clear H1 per page
  • descriptive H2 headings
  • short paragraphs
  • bullet points where they help scanning
  • internal links to relevant pages
  • FAQs where useful
  • clear service, product or location details
  • consistent naming across your site

Kind of like all my articles are laid out!

Google’s AI optimisation guidance still points website owners back to fundamentals: make pages accessible to Google, use supported structured data where relevant, and focus on unique, valuable content for users (Google Search Central, 2026c).

In Plain English: AI search is not a magic switch either. You still need to continue to focus on unique, valuable content for your clients.

Trust Signals Matter

AI search does not remove the need for trust. It raises the standard of trust.

If a user is comparing businesses quickly through summaries and snippets, your website needs to provide clear signals that you are legitimate, experienced and relevant.

Some of these examples of trust signals include:

  • real business details
  • clear contact information
  • practitioner bios
  • qualifications or relevant experience
  • transparent service descriptions
  • product details and usage information
  • original images
  • case studies or examples (if relevant)
  • internal links to helpful resources
  • consistent brand voice

If AI search can trust you and use your website as a trust signal, it’s win win.

For health and wellness businesses, this is especially important. You do not want content that sounds like exaggerated health claims, generic AI copy or vague wellness language. You want content that is clear, careful and helpful.

A website can have technically useful content, but if it looks cheap, cluttered or inconsistent, trust drops before anyone reads deeply.

For related reading, see Product Photography for Wellness Brands: How Better Images Build Trust Online and Packaging Design: How to Make Products Easier to Notice, Understand and Trust.

Do Not Publish AI Slop (And Call it Quality)

I won’t lie, I use AI for a lot of my content. Why? Because I’m a small biz and I run this outside of my day job.

The key is I use AI very selectively, and prompt it very well, which a lot of human edits and 7-8 revised cuts.

AI can help so much with content planning, outlines, editing and idea generation, but you need to put your own human input and common sense in too!

Publishing generic AI-written content without editing is not a strategy. It usually creates the same problem AI search is trying to solve: too much content, not enough useful information.

Google’s guidance on AI-generated content is clear that automation itself is not the issue. The issue is whether content is created primarily to manipulate rankings rather than help people (Google Search Central, 2023).

For more on this, see How to Use AI in Business Without Sounding Generic or Creating AI Slop.

Quick Tips for an AI Search-Ready Website

Don’t think you can rebuild everything overnight. I can’t even do this (but I can help you, and perhaps do it a little faster!).

Below are some tips and changes you can do to swing your website in the AI search direction.

1. Make Each Core Page Specific

Each important page should have a clear job. Avoid pages that try to do everything.

A service page should explain one service properly. A product page should explain one product properly. A location page should explain local relevance properly.

If you’re familiar what an alt or meta tag is, begin to change this to flow more naturally. Have it be more of a question or descriptive answer, rather than keywords (I hope most are not like this anymore).

2. Add Useful FAQ Sections

FAQs are useful because they mirror how people ask questions.

They also help you cover practical details that may not fit naturally into the main body copy.

See the bottom of all of my articles to get an idea of what this looks like.

3. Strengthen Internal Links

Internal links help people move through your website. They also help search systems understand which pages are connected.

If you mention packaging, link to your packaging page. If you mention product photography, link to that article. If you mention ecommerce, link to your ecommerce content.

Link all your pages together!

4. Add Real Proof

AI search can summarise claims, but trust still needs evidence.

Use examples, images, case studies, process details, before-and-after context, testimonials where appropriate and clear explanations of how you work.

Increase those trust signals.

5. Clean Up Generic Copy

Read your website and highlight any sentence that could apply to almost any business.

Then rewrite it with:

  • who it is for
  • what you actually do
  • what the client gets
  • what makes the work useful
  • what the next step is

6. Keep Technical SEO Healthy

Your site still needs to be crawlable, fast enough, mobile-friendly and technically sound.

AI search does not replace the basics, do not ignore foundational SEO, which is still relevant.

The Takeaway

Your website was probably designed for Google as it used to work.

That does not make it outdated, but it does mean the bar has moved.

AI search rewards clarity. It needs content that explains real services, answers real questions, shows real expertise and gives search systems enough structure to understand what your business is about.

The best move is not to chase every new acronym: SEO, AEO, GEO, LLMO or whatever arrives next.

The best move is to make your website genuinely clearer.

If your website needs sharper structure, clearer service pages, better product content or a stronger trust-building design, Stephen can help you build a website that works for people first and gives search systems something useful to understand.

FAQ

Is SEO dead because of AI search?

No. SEO is not dead, but it is changing. Technical SEO, useful content, internal links, structured data and trustworthy pages still matter. The difference is that search is becoming more answer-based and conversational.

What is AI search optimisation?

AI search optimisation means making your website easier for AI-powered search systems to understand, summarise and trust. In practice, this usually means clearer content, stronger structure, better internal links, useful FAQs, real expertise and technically accessible pages.

Do I need structured data for AI search?

Structured data is not a magic ranking tool, but it can help search engines understand business details, articles, products, FAQs, breadcrumbs and local information. It works best when the visible page content is already clear and useful.

Should I rewrite my whole website for AI search?

Not necessarily. Start with your most important pages: homepage, service pages, product pages, about page and high-value blog posts. Improve clarity, structure, internal links, FAQs and proof before rebuilding everything.

Can AI-written content rank in Google?

Google says the method of creation is less important than whether the content is helpful, reliable and people-first. AI-assisted content can be useful, but generic AI content written mainly for rankings is a weak long-term strategy.

What should health and wellness businesses focus on first?

Start with trust. Make your services clear, explain who you help, add practitioner or business credibility, avoid exaggerated claims, answer common client questions and make booking or enquiry pathways easy to follow.

References

Bain & Company. (2025). Goodbye clicks, hello AI: Zero-click search redefines marketing. https://www.bain.com/insights/goodbye-clicks-hello-ai-zero-click-search-redefines-marketing/

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

Google Search Central. (2026a). AI features and your website. https://developers.google.com/search/docs/appearance/ai-features

Google Search Central. (2026b). Creating helpful, reliable, people-first content. https://developers.google.com/search/docs/fundamentals/creating-helpful-content

Google Search Central. (2026c). Optimizing your website for generative AI features on Google Search. https://developers.google.com/search/docs/fundamentals/ai-optimization-guide

Google Search Central. (2026d). Local business structured data. https://developers.google.com/search/docs/appearance/structured-data/local-business

Pew Research Center. (2025). Americans have mixed feelings about AI summaries in search results. https://www.pewresearch.org/short-reads/2025/10/01/americans-have-mixed-feelings-about-ai-summaries-in-search-results/

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

© Copyright 2026. Stephen Brumwell. (ABN) 74 901 057 015. Wellness Creative is a Brisbane-based graphic design studio specialising in branding, web and packaging design for health and wellness brands, clinics and practitioners across Australia. All work produced is subject to these Terms & Conditions
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