Packaging & Label Copy
Packaging copy is the most spatially constrained writing in brand communications. Every character counts. Every hierarchy decision affects what the customer reads and in what order.
What this service covers
Packaging copy fails most often because the people writing it are not thinking about the person holding the package. They are thinking about the regulatory requirements, the ingredient list, the barcode placement, and the twelve other stakeholders who need something included. The customer experience of opening and reading the packaging becomes secondary to the operational requirements. We write packaging copy starting from the customer experience: what does a person picking up this product need to understand in the first three seconds, and what do they need to understand when they read more carefully? We work within your regulatory and compliance requirements, not against them. The constraint of a small label or a folded carton is a design problem as much as a writing problem, and we work closely with your packaging designer to make the text and the layout reinforce each other. We write for primary packaging, secondary packaging, inserts, stickers, hang tags, seals, and the unboxing experience copy that appears when a product arrives from e-commerce.