The brand packaging design needs to make it clear what it is the consumer is buying. If the product packaging has been designed to show the actual product, then great – the consumer can view the quality, style, colour, etc which improves the opportunity for sales. However, if the consumer doesn’t know what the product is, what it does, what it does better (than the competition), then sales will be affected.
The packaging design should create an impression of the ‘value’ & quality of the product within. Whilst there may be many rules & requirements to include certain information (for printing purposes, legal or otherwise), simplicity in the packaging design is often the key here. Whilst the packaging may need to include barcodes, environmental statements, logos, ingredients, etc, a simple design promoting the product, the features and benefits is often the most effective.