1. The Cognitive Straitjacket: Reading on the Fly

Shoppers spend mere seconds scanning packaging in retail environments. One study found that fast-moving consumer goods packaging gets less than five seconds of attention on shelf hardly enough to digest dense on-pack messaging. Packaging Strategies

This frenetic pace means consumers rely on visual shortcuts colour, logo, layout not long-winded text.

2. Visual vs. Verbal: Design Wins the Battle

A 2025 study revealed that visual packaging elements like colour, graphics, logo, and layout play direct roles in influencing purchase intention. These elements shape the brand experience, which in turn drives decision-making often overshadowing the written message entirely. MCPI
In essence: compelling visuals catch the eye; copy must earn attention.

3. Message Overload & Skepticism

Even when on-pack claims aim to inform, they often get lost in a cacophony of seals, stamps, and buzzwords. As one industry expert put it, shoppers have “become numb to all the messaging on packaging,” particularly sustainability claims.

breakthroughmarketingsecrets.com Food Dive

To add insult to injury, trust in those claims is eroding only ~40% of consumers trust health-related claims, and roughly half remain skeptical of sustainability messaging. SLD

4. Reading Is a Behaviour Governed by Heuristics

Reading packaging isn’t a leisurely activity it’s driven by cognitive shortcuts. Martin Lee distils four principles that determine whether copy gets noticed:

1. Aesthetic layout: The composition must look good.
2. Specificity: Vague claims fall flat.
3. Brevity: Short and punchy wins.
4. Incentive: Entertain—but know what you want the reader to do. WARC

5. The Motivation problem: Why even bother reading?

Why would someone stop and read? Research into information search behaviour shows it’s not just about text it’s about context, perceived usefulness, personal involvement, and trust. ResearchGate
In other words, unless the label clearly signals it has something for them, most shoppers skip it.

A New POV:

What if We Rethink On-Pack Copy?

Shift from “Tell” to “Cue”

Think of copy as a visual cue not a wall of text. Pair minimal, bold phrases with standout colour and iconography that suggests a deeper story (and triggers curiosity without demanding time).

Make It Work (and Look) Good

Use the “Effort Equation” from Lee’s framework: make it easy to look good, be short, be specific, and offer an entertainment or usage hook. Something like:

“Fresh Relief in 30 seconds – Snap & Chill”

Design Trust, Not Claims

If claims must exist, build them through actionable messaging not buzzwords. “40% less plastic” is stronger than “eco-friendly.” Or use logic-based claims: “Reseals to reduce waste.”

Personalize the Context

Whether it’s “Perfect for runners” or “For 5-a-day families,” tie copy to situational use. It activates shopper self-relevance.

WARC

Leverage Visual Storytelling

Icons, small timelines, or quick illustrations can replace pages of copy. Visual setups that mirror usage steps or outcomes punch through faster than words ever could.

Quick Recap: Why No One Reads & What to Do