We’ve all seen packaging that makes us stop in our tracks.

Remember my drawer of crave-worthy packaging? The kind I’ve saved for years just because the design was that good? That obsession runs deep..

Maybe it’s the color. Maybe it’s the vibe. Maybe it’s just so clear what the product is and why we might want it. And we’ve all seen the opposite, too—something that feels kind of interesting, but we’re left squinting, turning the packaging, trying to figure out what it actually is and why we might actually want it.. if we even pick it up at all.. Not ideal. Especially when you’re trying to grab attention on a crowded shelf (or scroll).

If you're struggling to convert browsers into buyers, the problem might not be your logo, your colors, or your font. It might be your hierarchy—how you’re organizing all that information.

What is packaging Design hierarchy, anyway?

Hierarchy is the order in which people process information. It’s how you guide the eye on your packaging.

What do they notice first? Then what? And what makes them pick it up?

When hierarchy is done well, the shopper sees:

• What the product is

  (“Sparkling Botanical Soda” or “Solid Shampoo Bar”)
  

• The specifics that help them choose

  (flavor, scent, size, count)
  

• Who it’s for

  (“Made for Sensitive Skin” or “Fuel for Active Kids”)

  
  

• Why they want it

  (“Hydrates Better Than Water” or “Calms Stress Naturally”)

  
  

When hierarchy is a mess? They see a bunch of words competing for attention that don’t actually give them the information they need to make a decision.

They leave confused, indifferent—or worse, with one of your competitors.

Good hierarchy starts with a hook.

Whether it’s a bold flavor illustration, a benefit that stops someone in their tracks, or a vibe that’s so on-point it practically sells the lifestyle.. you need something that grabs attention fast.

The job of your front panel isn’t to explain everything. It’s to pull someone in so they want to know more.

Many emerging brands get this backward.

A lot of founders make this honest mistake:

They fall in love with the features—the ingredient, the material, the what-it-is instead of the what-it-does—and lead with that.

OR they make their logo the star of the show.. but believe it or not… your logo is not the most important thing on your packaging.

At least not when someone’s trying to figure out what your product is and why they should care.

Because if they don’t instantly see what’s in it for them, they’re moving on.

Let’s do a gut check.

Here’s how to tell if your packaging design hierarchy might be hurting your sales:

• Is your product type clear in under 2 seconds?

• Can I quickly spot the flavor, scent, or variety?

• Is your brand name competing with other text?

• Are you shouting about features before I understand benefits?

• Is there enough white space to guide my eye?

• Would this stop a stranger scrolling past it on IG?

• Have you looked at your packaging next to your competitors’ lately?

  
  

If your answer to any of these is “uhh” — that’s your sign.

Good hierarchy sells.

When your hierarchy is dialed in:

• You make more sales because buyers “get it”

• Retailers are excited to shelve it

• Your brand looks 10x more polished—even if you’re just getting started

Want to know what I’d say about your packaging?

Sign up for a Brand Audit and let’s make sure your next customer doesn’t walk right past you.

And if you want to see it in action - I’ve got packaging review videos dropping on Instagram this week—follow along @brandstoreystudio to see what others are doing right.. or not.