An effective label design can grab the consumers attention.
Let face it, the label on a product packaging is your last chance (and often the first) to capture the consumer. Why not encourage them to linger and absorb all the product is offering? You only have 2-3 seconds.
CustomersÂ are influenced byÂ a myriad of factors including the price, product size (or perceived size), structural packaging (closures/resealing), appealing photo’s and much more. But here I will focus on creating a label design that will influence the bottom line. This checklist is applicable for all product packaging from food to pharmaceuticals.
When entering the retail environment customers are likely to be inÂ one of three mindsets:
- on a mission
- inÂ browsing mode
- in a another worldÂ entirely.
So before considering the label design start with considering:
Â The design should position the product in the category whereÂ there is a gap.
Research the competitor products and implement lessons theyÂ have already learned. This can save a truck load of money soÂ examine all aspects of the competitors label or packaging design.
Â Identify triggers and embrace your primary target audience. DidÂ you know first impressions form in less than a second? FirstÂ impressions last and they are also quite contagious. A good firstÂ impression of product on shelf will impact on the connection to theÂ brand.
The right label for a product can make a big impact on the sales. Appeal to the heart of your coreÂ consumer and speak the language they can relate to. Finding your target market pain points andÂ making a connection via the label design is a process. Â Itâs not a science but a skill.
Packaging design is ONE OF THE FOUNDATIONS of your brandÂ image. It should inspire promotional concepts for advertising,Â signage, banners, flyers and all aspects of your marketing toolbox.
OK so here it isâ¦ The Label Design Checklist:
One of the biggest trends today is the consumersâ desire to be a part of something bigger thanÂ themselves. Â The values of a brand need to be genuine and immediately understood.
Knowing what a brand stands for will influence the consumer more than anything else. Even theÂ price. Many consumers will actively seek environmentally sustainable brands, Australian onlyÂ brands, natural or organic brands.
There is no doubt that the value of the brand is more important today than ever. Think aboutÂ brands that have risen to fame very quickly: Nudie, Freedom Foods, Thank you, Who Gives AÂ Crap and I Quit Sugar. All of these have a identified the values they stand for and are aware of customer perception.
Emotional impact is critical to connect with the consumer. Once you are clear on the brand valuesÂ then identify what context will your product labels be seen in?
- Will it appear as a megabrand appealing to the masses? Be a boutique specialty brand, budgetÂ conscious economy level or luxurious high-end?
- Will a theme connect best to your customers â vintage, natural, retro, clinical, medicinal, handÂ crafted?
- Fresh ideas and being socially minded are a great way to capture the heart of youngerÂ consumers.
Conveying the unique selling proposition is key to every sale. Not only does the USP engenderÂ brand loyalty but it can disrupt the buying cycle and win you a new customer. In this case theÂ botanicES is infused with the key USP ânatural caffeineâ. This is a truly unique is a natural skincareÂ range which utilizes coffee bean extract to reawaken skin. The beans are sourced from a coffeeÂ farm in the Byron Bay hinterland, on Australiaâs east coast.
So the unique selling proposition is that it is infused with Australian coffee extract.
4. GIVE MORE
Clearly highlight real product benefits. On the front label display only the best. Donât overload withÂ information as it will be too small to read. These may be things like:
- Skincare: No Synthetic Fragrance, No Parabens, No Harsh Chemicals, No SLS, No AnimalÂ Testing
- Food: Cholesterol Free, High in Anti-Oxidents, Good Source of Fibre, Preservative Free
5. BE KIND
Being a responsible brand is highly attractive to consumers. An endorsement graphic can make or break a sale for many consumers.Â There are SO MANY it is hard to list but hear are a few examples:
- Societal: Fair-trade Approved, Supporter of Planet Ark, Buying Branded Milk
- Animal Treatments: Grass Fed, Free Range, Palm Oil Free, Vegan, Ethical Fishing
- Environmental: Fair-trade Approved, Supporter of Planet Ark, Â Forestry Conservation
Brands with a thoughtful attitude are growing. Brands which harm the environment, people orÂ animals are on the nose. Using a symbol of what you endorse on the labels (front and back) willÂ influence many consumers.
6. APPEAL TO THE SENSES
Consider how you will appeal to the all senses of your consumer. People and animals have fiveÂ basic senses: touch, sight, hearing, smell and taste. Taste is essential for food and beverageÂ products. Scent is primary for beauty products whether they have a fragrance or are fragranceÂ free. Touch is highly valued with products like toilet paper and tissues.
7. TELL YOUR STORY
Remember to utilise the brand story on the label design and in all forms of marketing. I have aÂ whole article âWhat Is A Brand Storyâ sharing the importance and details for creating your own.
Is your label design compliant with the labelling laws of your country? Food and beverage labels inÂ Australia need to adhere to the Food Standards Code: Food Standards Australia New ZealandÂ (FSANZ).Â The FSANZ user guide should referred to in conjunction with other user guides developed for theÂ labelling standards specific to your state. Often these are distributed via the State or TerritoryÂ Health Department.
Cosmetic and pharmaceutical products must comply with TGA (Therapeutic GoodsÂ Administration) regulations. You can view the Therapeutic Goods Order No. 92 â Standard forÂ labels of non-prescription medicines here.
In addition, Australian food and beverage products need to adhere to the Country Of OriginÂ Labelling (CoOL) User Guide.
Sure there are loads of online free label templates online but are they tailored to your brandÂ values? Are they compliant with labelling regulations? For templates that remove all the stressÂ check out the basic and premium range I offer.Â Â
9. FLEXIBLE SYSTEM
A well designed label will have a flexible system for a range of sizes and formats. Vertical,Â horizontal, small and skinny or wide and tall. This system should also be transferable to otherÂ packaging platforms. For example from a label to direct printing on film or pouch. A product isÂ always transported in an outer box and the branding should connect here too.
Well designed labels will also function across a variety of marketing mediums â digital and print.
This range from Rainforest Bounty has three sizes. As you can see they all feel like they are fromÂ the same brand. The label family can easily expand into any format as there is a flexible design system.
10. BONUS TIP
Technically not âlabel designâ but reusable, unique or unusual structural packaging can have aÂ massive impact â think resealing, closures, recyclability. NEWS FLASH!! Plastic is not popular so if you must use it make sure you promote ways to reuse your package.
By creating memorable experiences your brand can compete with the big players.
Yes, price is always going to influence the sale of a product. But the label design also can impactÂ on sales. Whether converting a new customer to your brand or securing a repeat purchaseÂ pattern, the emotional connection to your brand is vital to survival.
Consumers do use theirÂ emotions to evaluate brands. They are influenced by personal experiences, values, age, incomeÂ level and many other demographics. EVERYTHING about the way the product is presentedÂ should fulfil the needs and desires of the core customer.
If you found value in this article you may also be interested in my article,Â â5 Ways toÂ Increase Sales for a Retail Brandâ.
* Note: all examples in this article were designed by Evolve Brand Design.