Studies have shown that 65-70 percent of purchase decisions are made in-store based on the product packaging and labels alone. With the vast quantity of products available, product packaging is incredibly important!
Whether you’re redesigning the look of your existing packaging or launching a new product, there are several tips that will help you produce labels that meet your specifications but also help you attract customers.
Define and Display Your Brand Identity
Defining your brand is one of the most important steps you can take when marketing your products but too many businesses miss the importance of this. The look and feel of your logo and that of your specific products should help customers recognize your brand while also providing a message that you want to communicate to your customers.
Labels – material, content and color
A strong label not only includes the artwork and design but includes the label material. These should complement one another to help enhance and reflect your brand identity. In addition to what is printed on the label, the appearance will have an impact on consumer perception.
As you consider labels, you need to bear in mind the substrate, such as glass bottles or jars, wood, metal, or others, and choose a label that will work best.
Another big consideration when choosing the label itself involves the size of the label and required content. The content that is required on a label varies from industry to industry so there is no “one-size-fits-all” set of rules. Knowing what is mandatory within your industry is vital information to have while making these decisions.
Did you know that color matters? The first impression of a company is often made based on color alone. Black, for example, can convey anything from luxury to mystery. Blue can convey trustworthiness, freshness and happiness. Brown and green can represent organic or earthy. These few examples point out that investing some time in selecting the right color can make a big difference in your bottom line.
The message within your label – both image and text – matters as well. For example, if you sell healthy, GMO-free or organic products, you want to ensure your potential customers notice and understand this message. Alternately, if you sell comfort food, your labels should represent a “home-cooked” sort of look and feel. Thus, because your labels may have very different messages, it’s important to keep your target market in mind and send a message that is relevant to that demographic. Product labels need to do two things – capture attention and inform the consumer. In a sea of products, your label needs to stand out and be relevant to your audience.
Research what your competitors are doing and use this information to help inform your decision.
Stand Out From The Crowd
What’s different about your company from others? Perhaps your products are locally sourced or you donate a portion of profits to charity. Your branding, label and message should convey a story you want your customers to be able to connect with, recognize, and trust. The end result should help consumers feel a desire to buy from you versus your competitors.
Creating an outstanding label requires a bit of thought and research and we’re here to help. Our specialty is helping businesses to identify and incorporate coding, printing and labeling systems seamlessly into the production and packaging assembly lines of product manufacturers.
