This document discusses the importance of clear and authentic packaging design for products. It outlines 6 key elements that packaging must have to be successful on shelves: be real, be clear, be irresistible, be engaging, be unique, and be seen. The document focuses on the first two elements of being real and being clear. It emphasizes that packaging design must accurately reflect a brand's authentic story and values to avoid seeming inauthentic to customers. It also stresses that packaging needs to clearly communicate key messages about a product in the few seconds customers spend browsing shelves.