- Anchor to Compliance: The Information Framework Under TGA Standards
Australia has one of the strictest regulatory systems for health supplement labels worldwide. The dual requirements of the Therapeutic Goods Administration (TGA) and the Australian Competition and Consumer Commission (ACCC) establish an absolute baseline that label design must not cross. The core principle is information transparency and clear readability, ensuring every mandatory element is accurately presented.
Complete disclosure of mandatory information is the first priority. Labels must clearly list the product name (Chinese–English translations must be accurate and unambiguous), active ingredients (e.g., kangaroo essence, cranberry extract—with precise quantities), inactive ingredients (such as preservatives and fillers that must comply with the TGA-approved list), net contents (in grams/millilitres, rounded to one decimal place), manufacturing date / expiry date (using the standard Australian format “DD/MM/YYYY”), and the local Australian address of the manufacturer or importer (including state and postcode; overseas-only addresses are not allowed).
The ARTG registration number is particularly crucial:
Low-risk products must display “AUST L”
High-risk products must display “AUST R”
The number must appear with visibility equal to the product name, as it is the primary cue Australian consumers use to verify compliance.
A clear statement such as “Not a medicine” must appear near the claims section, and any expressions implying disease treatment—e.g., “cures arthritis” or “prevents colds”—are strictly prohibited.
Readability is a direct regulatory requirement. English must be the primary language; if Chinese is added, it must match the English content precisely. Sans-serif fonts (e.g., Arial, Helvetica) should be used for clarity under varied lighting, avoiding decorative or artistic fonts. According to TGA rules, general information must be printed in a minimum height of 2 mm, while key information such as ingredient lists must reach 3 mm or above. Letterpress or digital printing is recommended to ensure ink density and durability—even in refrigerated environments (e.g., probiotics).
For imported ingredients, ACCC requires clear country-of-origin statements. You may include the “Australian Made” logo:
If key ingredients are sourced locally, use the kangaroo logo with “Made in Australia from Local Ingredients.”
If produced in Australia using imported materials, state “Made in Australia from Imported Ingredients.”
This prevents misleading claims and maintains consumer trust.
- Integrate Local Identity: Symbolic Expression of Australian Elements
Australian consumers have a strong sense of cultural identity. Label design should incorporate subtle yet precise regional elements that build emotional resonance while echoing the natural attributes of health supplements. The key is to avoid clutter—use minimal symbols + natural tones to convey Australian character.
Iconic animals and native plants serve as highly recognizable visual cues. Kangaroos and emus—symbols featured on the national coat of arms—can be rendered as minimalist line-drawn silhouettes, placed near certification markings or in discreet corners. For example, a 3-cm kangaroo outline with 0.5-mm stroke width positioned beside the “AUST L” code appears distinctive without overpowering the layout.
Native flora strengthens the connection with nature. Eucalyptus leaves, kangaroo paw flowers, and jacaranda blossoms can be extracted as outlines for decorative borders or ingredient-highlight backgrounds. For instance, a cranberry supplement may pair its fruit icon with eucalyptus leaf lines, establishing a clear link between “local origin + functional ingredient.” Keep these elements limited to no more than 15% of the total label area to avoid visual overload.
Natural colour palettes are a subtle channel for conveying locality. Australia’s landscapes provide ready-made colour inspiration:
Uluru red-brown
Great Barrier Reef gradient blue
Outback olive green
Salt lake off-white
These low-saturation hues fit Australian aesthetics and express purity and gentleness appropriate for supplements. Choose a single natural shade as the main colour—e.g., Great Barrier Reef blue for fish oil, Uluru red-brown for propolis—paired with off-white or light grey to form soft contrast. Avoid highly saturated colours (bright red, lemon yellow), which tend to be perceived as “excessive marketing” and often reduce consumer trust on Australian shelves.
- Follow Minimalist Aesthetics: The Visual Language of the Australian Premium Market
Australia’s major supplement brands (such as Blackmores and Swisse) are known for minimalist, high-clarity design. Labels should follow the principles of prioritised white space and clear information hierarchy, aligning with the local preference for simplicity and functional clarity, while enhancing shelf recognition.
Layout should emphasise white space to create breathing room. Use a “central focus + structured surrounding information” approach: place the product name and core selling point (e.g., “100% Australian Beekeepers’ Propolis”) at the visual centre, occupying about 30% of the label area. Increase font size significantly—the product name should be at least three times larger than standard text.
Secondary information such as ingredient lists, directions for use, and storage instructions should be neatly arranged at the bottom or edges. Apply column layouts with thin 0.3-mm divider lines to separate sections and maintain a clean structure. For example, the protein powder packaging by Brain & Brawn uses extensive white space and a centred brand name, enabling immediate comprehension—a design logic that perfectly suits Australian market expectations.
