Cracking the Design Language of Trust
Consumers today have their guard up – and who can blame them? Between the misleading practice of corporate greenwashing, the proliferation of performative social media influencers, and the surge of ‘AI-made everything’, there’s a lot to be cynical about! In response, they have become selective, seeking out brands that feel trustworthy and making purchasing decisions accordingly.
The stakes couldn’t be higher. According to a recent survey from PwC, the trust dividend is real and substantial: 61% of consumers actively recommend companies they trust to friends and family, while nearly half (46%) purchase more from trusted brands, and 28% are even willing to pay a premium for that privilege. The flip side? Four in ten customers no longer purchase from a company due to lack of trust.
In this high-stakes game of consumer confidence, packaging design has quietly become the unsung hero tasked with the mighty mission of establishing trust at shelf. Subtle visual codes embedded in packaging design can do a surprising amount of the heavy lifting, conveying authenticity, reliability and trustworthiness in the split seconds it takes for a shopper to make their choice. But how? That’s exactly what we’ll be unpacking in this post.
Walking the walk
There’s one crucial caveat to outline before we start sharing design advice: everything we’re about to explore in terms of design’s trust-building power only works if the brand actually delivers against its stated purpose. As our Senior Strategy & Innovation Director Christina Frayne puts it: “Trust isn’t given; it’s earned when the packaging isn’t a performative ad, but rather an expression of the brand’s promise and reason for being.”
In other words, design codes and cues only hold true if they connect back to real action and authentic purpose. “The philosophy I would advise is ‘Be. Do. Say’,” says our Associate Director of Brand Strategy Logan Murtha. “For example, if you say you’re a brand that empowers women, but your c-suite is all men, consumers will react cynically. But if your purpose really is part of your brand and you put in the work to support it, you instantly become more credible.”
Quiet confidence
Once that fundamental authenticity is in place, the next step is to approach design strategically. And Logan’s advice might surprise you: lean into the tension. “Consumers are drowning in noise – influencers everywhere, endless promotions, performative messaging amplified by AI-generated content,” she observes. “If they’re overwhelmed by ‘too much’, why not give them less?”
This is where design can signal trust through what Logan calls “calm credibility” – think understated rather than shouty, transparent rather than polished, imperfect and unfiltered rather than overly produced. “Natural and irregular textures, unpolished typography, subdued colour stories, intentional use of negative space,” Logan explains. “Give the design – and the audience – room to breathe. You don’t have to shout to be noticed. Just be honest, and the right customer will appreciate you.”
This minimalist approach only works, of course, if it aligns with your brand’s true personality. “If you’re naturally high-energy, and maximalist design feels more authentic, then own that space,” Logan clarifies. “There’s no universal formula for trust. It all goes back to authenticity and knowing your target audience. You can’t be all things to all people, nor can one design appeal to everyone. But be single-minded about who you are. That’s a story worth trusting.”
Borrowed trust
It’s also worth considering the power of visual shorthand. Many brands looking to build credibility and convey a sense of authenticity use icons or seals in their packaging design. This could be a widely recognised certification that enables them to ‘borrow’ trust (e.g. Dolphin Safe tuna) or just a stamp of approval in the form of a custom icon representing safety or health credentials. Symbols like these can be valuable assets in your trust-building toolkit.
The inside story
Of course, there’s one non-negotiable rule in all of this: your packaging and product must be aligned. If your design promises premium quality but the product inside disappoints, you’re not just failing to build trust, you’re actively damaging it. However, if your message and your product marry up, you’re onto a winner.
A brand that gets this alignment absolutely right is Outrider, whose premium rancher-quality steaks are flash-frozen to deliver fresh-from-the-ranch flavour and tenderness. The packaging amplifies this story with a design that connects the home cook to the open range through subtle cues like earthy colour palettes, natural textures, and carefully chosen imagery, as well as a bold tone of voice that emphasises the brand’s position as a category leader.
To reinforce its brand promise, Outrider uses fresh cues that work up appetite appeal. Photography is a great example; with styling and propping playing a vital role. Steaks are seasoned with salt, pepper and fresh herbs, and propped with natural materials like light granite, worn wood cutting boards and modern cookware.
All of this works because Outrider delivers on every promise its packaging makes. Its 100% USDA Choice Angus steaks are hand-selected, trimmed, and aged by experienced Texas ranchers, before being flash-frozen at precisely the right moment, giving steak enthusiasts a convenient way to create a high-end experience at home. The trust, conveyed through design, is earned through product quality.
Trust issues, solved
Ultimately, cracking the design language of trust is about understanding your brand’s authentic purpose, aligning your design strategy with that truth, and ensuring your product delivers on every promise your packaging makes. In a world where consumer scepticism is at an all-time high, this kind of genuine, thoughtful approach to design can make all the difference.
Wondering whether your brand is sending the right trust signals at shelf? Get in touch to arrange a strategic review today.
