FMCG Packaging Labels Design: Win Customers in 3 Seconds or Less
Why Your Label Might Be Costing You Sales
You’ve done the hard work. You created a quality product and got it on the shelves at Coles or Woolworths. But it’s not moving.
Most Aussie shoppers make a decision in just three seconds. That’s all the time your packaging label has to grab attention, show value, and build trust. If your label doesn’t do that, your product stays on the shelf.
It might not be your product that’s the problem. It could be your label.
The Hidden Cost of a Poor Label
A weak label causes more damage than you think. It doesn't just get ignored. It actively turns people away.
When your label is unclear or unattractive:
Shoppers skip your product
It looks low quality, even when it's not
It blends into the shelf and gets overlooked
People forget it and don’t come back
According to Evolve Brand Design, a strong label must attract attention, communicate value, and create desire. It has to do this fast. If it doesn’t, customers move on without a second thought.
What Makes a Great FMCG Label
1. Make It Instantly Clear
Your label should answer three questions:
What is this?
Why should I buy it?
Who is it for?
That means using clean fonts, bold claims, and a clear layout. Put the most important info first. Your label is like a billboard. If it doesn’t say enough in a glance, it gets ignored.
2. Combine Looks with Function
Great labels don’t just look good. They need to work in the real world. According to Meyers, labels should be designed for both appearance and performance.
Think about:
Will it stick to your container type?
Will it hold up in the fridge, freezer, or heat?
Will it peel, wrinkle, or smudge in transport?
A beautiful label that doesn’t stick is worse than no label at all.
3. Choose the Right Label Type
Not all labels are the same. Each type has a specific use case.
Pressure-sensitive labels are the most common. They work on most surfaces and are easy to apply.
Shrink sleeves are great for bottles. They wrap around the entire product and allow for full-surface designs.
In-mold labels are baked into the container during manufacturing. These are strong, sleek, and often used for eco-friendly or premium brands.
Cut-and-stack labels are cost-effective for high volumes and often used on glass jars or cans.
Pick the right format for your packaging, not just the cheapest option.
4. Stay Legally Compliant
In Australia, product labels must follow specific rules. Food, supplements, cosmetics, and therapeutic goods all require different details.
You may need to include:
Ingredient lists
Nutritional panels
Allergen warnings
Country of origin
Expiry or best-before dates
Barcodes and batch codes
Getting this wrong can lead to fines, recalls, or lost trust. Make sure your design includes all the mandatory elements, presented in a way that still looks clean.
5. Design with Shelf Presence in Mind
What looks good on screen might disappear on a supermarket shelf. Before going to print, test your label in context.
Print a mockup
Put it on the actual product
Place it next to competitors
Does it stand out? Is the brand message clear from a metre away? If not, revise it.
6. Reflect Your Brand Values
Australian shoppers care about where products come from and how they’re made. Use your label to show them what matters to you.
Highlight things like:
Local sourcing
Recyclable packaging
Cruelty-free or vegan claims
Honest ingredients and clear messaging
Simple icons and phrases go a long way in building brand trust.
7. Use Finish and Texture to Your Advantage
Meyers and SmashBrand both agree: how a product feels in someone's hand affects their opinion.
Choose a label finish that matches your product personality:
Soft-touch matte feels premium and smooth
Glossy coatings are vibrant and bold
Natural kraft paper feels earthy and organic
Embossed details create a sense of luxury
Texture adds dimension and helps customers connect with your product before they even open it.
Australian Brands Getting It Right
Some local legends are setting the bar high:
Nudie Juice keeps its label fun, clean, and cheeky. Bright colours and simple icons make it easy to spot.
T2 Tea turns every box into a visual treat. Their use of patterns and texture builds excitement and shelf appeal.
Table of Plenty uses soft tones and health-focused design that feels trustworthy and high quality.
These brands don’t just use labels. They use strategy.
FAQs About FMCG Packaging Labels Design
What is FMCG packaging design?
It’s the process of designing packaging for fast-moving consumer goods like snacks, drinks, and personal care items. This includes layout, materials, finishes, compliance, and branding. Good design makes your product easy to spot, builds trust, and encourages people to buy.
What are the trends in FMCG packaging?
Trends in Australia include:
Eco-friendly materials and messaging
Simple, bold typography
QR codes linking to product stories or transparency info
Matte finishes and soft-touch textures
Honest, health-focused claims on the front of the label
How do you design food packaging labels?
Here’s a quick guide:
Know your target customer
Follow food labelling laws in Australia
Highlight product benefits and brand name clearly
Use colour and font that support your brand style
Test visibility on the shelf
Choose label materials that are durable and food-safe
Keep it honest and easy to read
Final Thoughts
Your label is your first chance to sell. If it’s not clear, confident, and compelling, your product gets skipped. Great packaging labels don’t just look good. They communicate trust, value, and personality — all at once.
If you’re ready to level up your packaging and create labels that truly sell, we’re here to help.
Visit quirkdesign.au to get started.