There are many things that go into creating a successful product. Of course the product itself should be strong but a good product with a bad image will likely to struggle to succeed. This is why product labels are so important.
A good product label will not only provide the consumer with the necessary information they need to make an informed purchase but will also help to establish your brand and sway the purchasing decisions of consumers when they’re in-store.
Creating a good product label might seem simple on the surface but a lot of time, research and skill goes into creating one that is truly strong.
With this in mind, below are some of the most important aspects of creating the perfect product label.
Market research
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Good market research is fundamental when creating a product label. You want to know as much about the people who will be buying your product as possible. This means finding out their average age, income, interests, purchasing habits etc.
In addition to knowing about the customers who buy your product, you should also research your competition. This means you can find out what they’re doing that works as well as avoiding creating a label that’s too similar to an existing product.
The market research you do initially will inform the entire design process and influence key decisions so this is definitely not a step you want to miss out.
Design that’s appropriate to the product
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When trying to decide on the right approach for your product label, the product itself will often inform much of the key design decisions.
If you walk down the isles of any supermarket, then you’ll notice that although there is a lot of variance in the labels of different products but the same types of products will usually have quite a lot in common too.
For example the alcohol section will typically have a selection of wines, beers, spirits and ciders. There might be a lot of difference in the labels you see but the wine labels will have more in common with other wines than with beers for example. This is because wines and beers are usually bought by different types of consumers and therefore product label designers will choose designs that appeal to the particular market.
The label itself should always appeal to the type of customers your product is aimed at. Take a look at these vape labels for example – http://www.fastlabels.co.uk/adhesive-label-stickers/vape-labels.html. Although they’re all very different they’re still appropriate to the product they’re advertising.
Choosing the right colors and graphics
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When thinking about the overall look of the product label, you need to take the market research you’ve done into account. Think about who your customers are and what type of label would appeal to them. Maybe your product has a very broad appeal, in which case you might need to think more about the emotions you want the label to elicit.
The colors and graphics you use on your product label will make up a large part of the design so you want to make sure you get this right. Colors in particular play a key role in how people will perceive your product so you should think carefully about which ones to use.
Getting the packaging material right
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Another extremely important aspect of creating the perfect product label is to choose the right packaging material. The packaging material should never just be a practical consideration; instead you should consider it a key part of the design itself.
The type of packaging material you use will depend on a number of factors, the main ones being your budget and the overall design of the product.
Creating an information hierarchy
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When it comes to the information that’s going to be displayed on the product label, it’s not all going to get equal prominence. They are certain types of information you’re required by law to include, such as the nutritional information, barcode, safety information etc. Usually this type of information will be in small print since it’s not the main purpose of the label, at least not from a marketing point of view.
The most prominent design elements on the product label will usually be the product name/logo, the company logo and any tag lines.
Push the product USP
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The unique selling point of your product is certainly something you want to emphasize through the product label. This will help to differentiate your product from the competition while also helping to sway people to purchase it.
The way you push the USP of the product doesn’t necessarily have to be through text. In fact it might sometimes be more effective to use a graphic or image to demonstrate what the USP of the product is.
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Even if you don’t feel your product has a clearly defined USP, you can still push its most beneficial features through the packaging, whether it’s health benefits, features or what it helps the customer to accomplish.
