diff --git a/package/pkg-generic.mk b/package/pkg-generic.mk
index 8ba1747d07..a5ed64e5f0 100644
--- a/package/pkg-generic.mk
+++ b/package/pkg-generic.mk
@@ -333,8 +333,8 @@ $(BUILD_DIR)/%/.stamp_staging_installed:
 $(BUILD_DIR)/%/.stamp_images_installed:
 	@$(call step_start,install-image)
 	@mkdir -p $(BINARIES_DIR)
-	$(foreach hook,$($(PKG)_PRE_INSTALL_IMAGES_HOOKS),$(call $(hook))$(sep))
 	@$(call MESSAGE,"Installing to images directory")
+	$(foreach hook,$($(PKG)_PRE_INSTALL_IMAGES_HOOKS),$(call $(hook))$(sep))
 	+$($(PKG)_INSTALL_IMAGES_CMDS)
 	$(foreach hook,$($(PKG)_POST_INSTALL_IMAGES_HOOKS),$(call $(hook))$(sep))
 	@$(call step_end,install-image)