14 Feb What Makes An Outstanding Product Label?
Your label is absolutely key to your brand. It serves as your marketing out in the real world, so needs to make a big impact on your potential customers. Research has shown that labels have mere seconds to make grab a customer’s attention. When you consider than over 70% of purchase decisions are made in-store, it becomes clear just how important it is to get label design right. Here are the top five things to consider before deciding on your design.
A colour is essential to creating a brand identity. Think of red and white for Coca Cola, or blue for Facebook. These colours become synonymous with a brand, and help to make it recognisable. When deciding on a brand colour, consider your competitors and chose a colour that will make you stand out next to them. It’s also a good idea to check out indirect competitors, or those who are selling a completely different product to you – this is a great way to gain inspiration. Once you have decided on a colour, make sure you stick to this across your products and marketing materials, in order to create a strong and striking brand identity.
Text or Image?
Another key component of label design is text and image. This doesn’t just include thinking about which fonts and images to use, but also means thinking how these two components will work together. Less is often more, as you don’t want to confuse your customer or split their attention. If you use a striking image, then perhaps a smaller font is better. If you use a large and striking font, then perhaps no image is needed? It’s worth remembering, though, that images can often communicate faster than text. When using text, don’t use fonts which are hard to read, and don’t mix font sizes too much – this can look really messy.
Don’t forget to include any mandatory information on your label. Products are legally obliged to provide certain information, such as ingredients. If you forget anything important, this could be a very expensive mistake! Use wording that will appeal to customers, for example ‘natural’ or ‘organic’. It can also be very effective to tell a story on a label; perhaps a bit of company background, or even some fun facts. This can help to create a brand identity, and create a connection with your customer base.
These days’ customers expect brands to have an Internet presence. If they have a question or complaint, customers will expect you to be on Twitter. It is therefore wise to include your Twitter, Facebook or even Instagram accounts on your packaging, so customers know where they can contact you. You can then use these social media platforms as marketing tools, allowing you to disseminate your brand even further. A strong social media presence goes a long way!
Consistency of Brand
Once you have decided on a label, make sure you are consistently using its fonts and colours across your product range and on all marketing material. This will ensure that you have a strong and instantly recognisable brand identity.
Developing a new branded label is an important undertaking that should not be taken lightly. If possible, trial several options with a market research group before selecting the final design. Your new label needs to sell your product while also strengthening your brand.
Rob Lorkins works for the leading UK label manufacturer, Labelnet. Based in Ongar, Essex, Labelnet design and manufacture high quality branded labels, stickers and packaging.