Why Less Really Is More
In an age of visual noise, Gen Z consumers are gravitating toward simplicity. Clean packaging design—free from cluttered text and overwhelming visuals—is emerging as a powerful brand asset. Brands that embrace visual clarity and easy-to-identify logos are more likely to capture the attention of younger shoppers who associate minimalism with trust, quality, and ease of discovery.
What the Data Says
- 67% of consumers say it's challenging to determine if a product meets their needs based solely on packaging. Packaging Strategies
- 58% of shoppers are concerned about artificial ingredients being masked by complex labels. BevIndustry
- 82% of consumers want brands to balance environmental and informational clarity in packaging. Gray Insights
What Shoppers Told Us
“Too many words. It’s like kinda messy so I cannot be focused on something exactly. What I really like about this bottle is it’s a logo, but just a logo so it’s going to be very easy to find if I need exactly this brand. But other things, like taste or what the flavor is, is kind of difficult to understand. Here is much easier.”
Why this quote matters: Milana's feedback underscores the Gen Z preference for simple, logo-driven design. When packaging is cluttered, the core message—and the brand—gets lost.
Recommendations for Brands
- Prioritize minimalist packaging with strong logo visibility to help consumers quickly identify your product.
- Reduce on-pack text to essentials—emphasize clarity over cleverness.
- Test different visual layouts to determine what communicates flavor and function most clearly to Gen Z consumers.