Shelf Confidence: Dressing your product to impress

With nearly two decades of experience, Chris specialises in multidisciplinary design, partnering with local and international brands—from startups to established businesses—to deliver end-to-end solutions spanning branding, packaging, visualisation, and more.

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By Chris Wilson, Founder at STCKMN

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Shoppers decide in just 3 to 7 seconds whether your product’s worth noticing. That’s the time it takes to scroll past a boring post or swipe left on a dating app. In those few blinks, your packaging needs to flirt, intrigue, and say, “Hey, I’m not like the others.”

It’s not just about good looks, it’s about instant storytelling. Packaging needs to project value, evoke curiosity, and align with the shopper’s values (like eco-friendliness or craft quality) all at once. That kind of impact doesn’t happen by accident, it’s the result of well-crafted visual hierarchy, strategic material choice, and deliberate form.

Packaging: The silent wingman

Unlike ads or websites, packaging doesn’t have a catchy jingle or a 90-second explainer video. It has to deliver the whole pitch in total silence. It’s the friend who doesn’t talk much but still manages to charm the room.

When I design, I think about what the pack would say if it could talk. Would it whisper luxury, shout fun, or quietly promise sustainability? A wax dipped bottle with a brass embellishment might quietly say “I’ve got taste.” A glass jar with hand-lettered labels might shout “I’m small-batch and proud.” Packaging sets expectations and the best kind actually delivers on them. Every surface, fold, finish, and material carries a message. If your packaging feels cheap or generic, that’s the story you’re telling, no matter how great the product inside.

First impressions don’t come twice

I always encourage clients to think beyond the ‘look’ and focus on how packaging makes people feel at every touchpoint. This holistic storytelling can increase customer satisfaction and add to their experience of the brand and product.

And it doesn’t need to cost a fortune. Something as simple as a textured label, a tear strip revealing a hidden message, or an unexpected pop of color can create moments of delight.

Packaging is theatre. The more you lean into that, the more memorable your product becomes.

Unboxing is brand theatre

People film themselves opening products now. That’s how personal it’s become. Packaging isn’t just a protective sleeve, it’s stage design for the first act of your product’s story.

Opening a product should feel like a mini event, even if it’s just a jar of sauce. When the reveal is layered and thoughtful, it becomes part of the brand experience. It’s the trailer that makes you want to see the whole movie.

In my own work, I treat unboxing like a storyboard. Each element has a role: the outer packaging sets the scene, the opening or engaging with the on pack messaging builds anticipation, and the final reveal is the use or consumption of the product itself. Done well, people are more likely to share, remember, and return when their first experience feels personal and intentional. If it’s boring, hard to open and generic, the customer might stop filming before they even get to your product.

Brand details that stick 

Brand values can sometimes feel abstract (corporate words on a website or buried in a mission statement). Packaging has the power to turn those values into tangible, sensory experiences. When a customer feels the texture of a box, sees materials embedded in the paper, or discovers a clever fold or hidden message, they’re connecting with the brand on a deeper level.

In my own work, I’ve explored this through small but meaningful details: embedding wood shavings from a whisky cask into the packaging to reunite the liquid with the cask it matured in; adding a subtle line on the base of a bottle reading ‘only one dram playful nod to the brand’s tone of voice; and illustrating a custom barcode for a peat-smoked tomato sauce, showing a tiny peat digger excavating the barcode lines alongside the phrase ‘dig in’.

These touches may be small, but they make a lasting impact. It’s the little things that people talk about as details like this become memory triggers. They might seem trivial, but they’re what build brand love over time. They’re also a great place to inject storytelling without needing extra materials or cost.

Limited Editions: The packaging VIP lounge

Limited runs are like the secret gigs of the packaging world; exclusive, fleeting, and a bit rebellious. They’re a golden opportunity to break the rules, push boundaries, and try ideas that wouldn’t work in mass production.

Because the scale is smaller, you can play. Go bold with materials, explore unconventional finishes, or even experiment with formats that are more expressive than practical. Want to print on leather? 3D print an outer sleeve? Try glow in the dark or colour changing inks? Now’s your chance.

Plus, limited editions create a sense of urgency and collectability. People don’t just buy the product, they buy the story, the bragging rights, and the chance to be part of a fleeting moment. Done well, these become collector’s items that outlast the shelf life of what’s inside.

I often think of these as creative test kitchens. They let you try ideas that can feed back into the core range later, or just exist as beautiful one-offs. For example, a limited-edition whisky release might include handcrafted details, custom embossing, or special inserts that elevate the opening ritual. These design choices transform the package from a simple container into a keepsake, something customers cherish and want to display.

The wrong pack might be right

In crowded markets, the quickest way to stand out is often just to look different. One easy way is to choose packaging not usually seen in your category. Gin in a motor oil can. Body wash in a whipped cream dispenser. Coffee beans in a soda can. Weird? Yes. Memorable? Absolutely.

These unexpected formats stop shoppers mid-aisle. They spark conversation, social shares, and impulse buys. More importantly, they say “We think differently,” without a single word.

That said, weirdness for weirdness’ sake isn’t the goal. Ideally, the unusual pack choice improves protection, portion control, storage, or gets a second life repurposed, keeping your brand in customers’ hands longer.

But proceed with caution. Take the recent case of detergent in milk-carton-style packs, intended to be eco-friendly, but ended up sparking safety concerns because kids thought it was drinkable. So yes, break the mold, but don’t forget to check the label while you’re at it.

Constraints can force innovative thinking

Budgets, safety guidelines, and sustainability goals often crash the creative party uninvited. But here’s the secret: they’re what keep things interesting.

Constraints can sharpen focus. If you can’t use five finishes, you’ll be forced to pick one that truly matters. If a custom rigid box pack is off the table, maybe molded pulp tells a more compelling sustainability story. If space is limited, you’ll find smarter ways to communicate big ideas.

I thrive on the challenge of thinking differently—finding novel ways to use materials, incorporate sustainable practices, or innovate production methods—to craft unique packaging ideas that stand out. Constraints don’t confine creativity; they channel it, leading to designs that are not only beautiful and effective but also purposeful and responsible.

Final Thoughts (Before we wrap things up, literally)

Packaging isn’t just what your product comes in. It’s your brand’s opening line, first impression, and lasting memory. It's the handshake, the wink, and the story all wrapped into one.

Whether it’s the texture of the paper, the cleverness of the dieline, or a quiet little in-joke buried under the lid, it all adds up to how people feel about your brand, and whether they’ll pick it up again.

Designing packaging is part theatre, part storytelling, part problem-solving. But when you get it right, you’re not just holding a product. You’re holding a feeling.

Embracing packaging as a storyteller is one of the most powerful ways to stand out in today’s competitive market. So, next time you design a package, ask yourself: what story does it tell? And how can it invite your customers to become part of that story?