The Jobs to Be Done (JTBD) framework is based on a simple but powerful idea: people don’t buy products just for what they are—they buy them to fulfill specific goals, or “jobs.” These jobs can be practical (like opening a bottle easily), emotional (like feeling confident in a brand), or social (like appearing eco-conscious).

When applied to Consumer Packaged Goods (CPG), JTBD helps brands gain a clear understanding of what consumers are trying to achieve when they interact with a product—starting with its packaging. Whether it's a snack bar wrapper or a skincare bottle, the packaging experience either supports the customer in completing their goal or gets in the way.

Why JTBD Matters for Packaging Design

Traditional approaches to packaging often focus on surface-level preferences—like color palettes, font styles, or design trends. While branding aesthetics matter, they don’t tell the full story of what a consumer needs from packaging in a real-world context. JTBD goes deeper by identifying the desired outcome that drives behavior.

For example: A busy parent choosing a cereal might appreciate resealable bags because the "job" is not just feeding their kids, but keeping the pantry organized and minimizing waste. A gym-goer looking for protein powder may favor a container that’s easy to scoop from one-handed, because the job involves speed, convenience, and minimal mess.

What Types of Packaging Questions JTBD Can Help Answer

• What are consumers trying to accomplish during use, not just at the point of sale?
• What hurdles do consumers face with current product packaging?
• How do package design and material choices influence social or emotional perceptions?
• Which claims or features drive purchase decisions?

With JTBD insights, packaging innovations become grounded in real consumer behavior, not guesswork. This leads to tangible benefits across the packaging lifecycle—from conceptual design to the unboxing experience.

By focusing on jobs to be done in CPG packaging, businesses can create packaging that’s not only visually appealing, but also functional, intuitive, and meaningfully different. This intersection of branding strategy and consumer need is where true product success lives.

Product claims on packaging are often the first messages consumers see—and they can heavily influence purchase decisions. The right claim communicates value, builds trust, and helps someone quickly decide: “Is this for me?” But how do you know which claims will resonate? That’s where Jobs to Be Done brings clarity.

When brands use a JTBD approach, they uncover the functional and emotional needs behind consumer behavior. These insights guide the development of product claims that aren’t just catchy—they’re relevant, credible, and aligned with what customers truly care about.

Aligning Claims with the ‘Job’ the Consumer Wants to Complete

Consider a fictional example: A cleaning spray brand might assume the best claim is “Kills 99.9% of germs.” While this fits a common marketing formula, JTBD research might reveal that the real job consumers are trying to complete is “clean quickly and leave a room smelling fresh before guests arrive.”

In that case, highlighting claims like “Cleans in under 2 minutes” or “No rinse needed” paired with “Fresh scent that lasts” may better fulfill the job—and lead to stronger purchase intent.

Examples of JTBD-Driven Packaging Claims

• Functional job: “I need to feed my child a snack while driving.”
  → Claim: “One-handed open. Resealable. No mess.”
• Emotional job: “I want to feel good about my environmental impact.”
  → Claim: “100% recyclable pouch. Compostable label.”
• Social job: “I want to be seen as health-conscious.”
  → Claim: “Zero added sugar. Clean label certified.”

Benefits of Claims Rooted in Real Consumer Jobs

Crafting claims using the JTBD lens leads to messaging that consumers find more believable and actionable. It also helps avoid overpromising or defaulting to generic language that gets lost on the shelf. With the right claims, your packaging design becomes a tool that enables—not interrupts—the consumer decision process.

JTBD can also shape the tone and hierarchy of messages on your consumer packaging. By understanding which aspects of the job are most important to the user, teams can decide what to emphasize – whether it's convenience, sustainability, safety, or performance. For business leaders and marketers, this ensures claim development is rooted in clear customer insights that improve real-world outcomes.

Ultimately, JTBD guides you in how to design packaging consumers want – by helping you speak directly to what matters most in their lives and purchase moments.

Understanding how consumers actually use your product

While visual appeal and branding often take center stage in consumer packaging, usability plays a critical role in shaping purchase behavior and brand loyalty. Jobs to Be Done (JTBD) helps CPG brands go beyond surface-level design by exploring how people interact with products in real-life contexts – and why they might struggle or succeed during those use moments.

Instead of assuming intent, JTBD identifies the specific functional and emotional tasks customers aim to accomplish. For instance, in the case of a household cleaner, the JTBD might be “quickly disinfect a bathroom before guests arrive.” With that lens, usability issues like a tough-to-open cap or unclear spray mechanism suddenly become friction points that packaging design can solve.

JTBD reveals common usability pain points such as:

• Difficulty opening or resealing packaging
• Messy dispensing or inaccurate dosing
• Packages that are hard to hold, carry, or store
• Poor readability of usage instructions or claims

By integrating insights from JTBD research, brands can design packaging that directly improves convenience, safety, and even delight. Whether it’s a one-handed opening mechanism or precise portion control for food items, optimizing usability through JTBD leads to better consumer experiences and, often, repeat purchases.

Real-world impact of usability-focused packaging

Let’s consider a fictional example: a snack brand discovers via JTBD interviews that parents are often using the product to keep kids fed during backseat car rides. The job is “keep my kids satisfied and mess-free during travel.” This insight leads the brand to shift from single top-entry bags to resealable pouches with easy-tear sides – packaging usability now directly supports the customer’s daily context.

This user-centered approach aligns the packaging with realistic needs, resulting in:

• Fewer usage errors
• More intuitive handling
• Positive associations with the brand’s convenience and care

Ultimately, JTBD isn’t just about spotting flaws – it's about designing packaging that actively supports how people live, work, and consume. In the competitive world of CPG, removing small frustrations can be the big differentiator.

Materials make a statement – and serve a purpose

Packaging materials carry more weight than many realize. Beyond structural function, they influence how a product feels, how it's perceived, and how well it delivers on the consumer’s goals. Jobs to Be Done reveals the real tasks and expectations consumers have, guiding smarter material choices for CPG packaging design.

For example, if the job is “feel confident giving this snack to my child,” the packaging needs to signal safety, freshness, and clean handling. A crinkly, non-resealable plastic pouch might undermine that trust, but a recyclable, matte-finish paperboard box with a secure seal might elevate it. The functional and emotional dimensions of the job both point to the best material solution.

How JTBD aligns materials with consumer priorities

Different consumer jobs lead to different performance requirements. JTBD can help teams identify:

• When durability is key for on-the-go use
• When transparency adds trust (e.g., showcasing freshness in food)
• When sustainability supports values-aligned purchasing
• When tactile feel (smooth, textured, matte) deepens brand connection

Let’s take a fictional cosmetics brand where one core job emerged as “feel confident in high-quality self-care rituals.” The packaging’s material was then shifted from a basic plastic tube to a refillable glass pump with a luxurious weight. This subtle material upgrade underscored the product’s premium nature while reducing environmental impact – delivering on both functional needs and lifestyle alignment.

Balancing innovation and feasibility

JTBD helps prioritize where material innovations can create the most value. Not every product needs a complete overhaul – the key is aligning material changes with what matters most to your target consumer. Jumping to a biodegradable option may sound attractive, but if the job involves storing the product for long periods or taking it outdoors, durability might outweigh compostability.

By using JTBD as a lens, packaging designers can make intentional, informed material decisions that support real-world usage – while respecting the brand’s identity and environmental commitments.

Why the unboxing experience matters more than ever

Unboxing is no longer just a step between store shelf and product use – it's a moment of emotional engagement, brand storytelling, and customer loyalty. The Jobs to Be Done framework reveals that behind the physical act of opening packaging lies a much deeper experience: anticipation being fulfilled, expectations being met (or exceeded), and a promise from the brand being delivered.

For many CPG brands, especially in premium or eCommerce channels, the unboxing experience can shape product perception well before the first use. JTBD uncovers what consumers are hoping to feel at that first interaction – whether that’s excitement, reassurance, indulgence, or even status.

Designing packaging that delivers on unspoken needs

When we look at packaging through JTBD insights, we can pinpoint what kind of unboxing moment fits the consumer’s context. For example, for a fictional high-protein cereal brand, a key job might be “feel in control of my health and nutrition plan.” If the unboxing feels complicated or gimmicky, it contradicts the clarity and discipline the customer craves. On the other hand, a simple, cleanly designed box with bold portion guidance and a resealable flap supports their wellness goals from the first interaction.

Unboxing design influences more than just looks – it signals that the brand understands and respects the consumer’s lifestyle. According to JTBD principles, strong unboxing design may include:

• Clear, intuitive panel navigation – no confusion about where or how to open
• Thoughtful reveal of the product – conveying care and professionalism
• Consistent tone and visuals aligned with brand values
• Structural touches (like angled flaps or personalized inserts) that add delight

These seemingly small decisions can play a big role in how consumers experience and share your product. In an age where every detail is photographable and shareable, designing with the job-to-be-done in mind elevates brand reputation and expands reach.

Whether you're working on CPG packaging for food, beauty, baby products, or health supplements, designing an unboxing experience that feels intentional and emotionally grounded can be the strategic edge that sets your product apart – and keeps customers coming back.