As a small business owner or manufacturer, your livelihood often hinges in great part upon your ability to attract customers and communicate your brand. The single best way to achieve these goals is to create a stellar product label that inspires and motivates your customers.
How can you create a captivating label?
Designing a captivating label requires vision, creativity, and the ability to convey a clear message using a limited amount of printed space. This may seem like a challenge, considering that many bottle labels are no taller than 4.5 inches. Below are some strategies to help you design an awe-inspiring label.
1) Choose colors that stimulate emotions and motivate prospects
“Colors speak very loud to our subconscious and have a positive or negative reaction within90 seconds. On the web you have less that 30 seconds to make a good first impression.“
– Kurt Greer, The Psychology of Colors in Advertising and Marketing
Kurt Greer, the author of The Psychology of Colors in Advertising and Marketing, notes that you can use “the silent language of color” to stimulate emotions and motivate your prospects to purchase your products.
Greer notes that black suggests power and boldness, and is an effective background color. Green, on the other hand, suggests health and freshness, while red is a powerful accent color.
2) Consider a textured label material
Using a textured paper is an effective way to create a label that has a vintage look to it. Textured labels can also convey sophistication and can give your product a premium look.
In addition to using textured paper, you can also create texture by using raised print on flat paper. Also known as dimensional printing or embossing, this tactic can help you bring your product to life.
3) Use a font that features value and intensity contrast
“Use a font size that’s large enough, ideally for everyone, including people with reading glasses. The text should be sized above 6 points at the very least, and if you can, try to design the label with the important information at 10 points and up…If you can, choose a font color that has both value and intensity contrast, so bright + light and dull + dark.”
– Margaret Penney, Notes on Design
Sometimes a label’s font alone can capture the attention of onlookers. In order for this strategy to work, you should design a label that features a contrast hierarchy that highlights the most important aspects of your design. Here are some key points to remember with respect to font:
- Using font that is all the same size and color can be boring
- Effective use of contrast with your font colors and style can captivate your audience
- You can use font contrast to direct attention to the focal point of your label design
4) Choose a clear printed label to show off your product’s quality
When you are proud of your product’s quality and appearance, a clear label with bold printing is a great choice. A clear label allows prospective shoppers to get a good glimpse of your product’s color, texture, and size.
5) Showcase what makes your brand unique
“Your design process should include a look that makes your product feel different from the rest without alienating potential buyers…Also, when choosing the right graphics, fonts, and colors, don’t be afraid to show your individuality.”
– Creative Market
Designing a unique label is the key to helping your product stand out amid a sea of similar items on a store shelf or a web page. If you are known for your cloud-shaped logo, then consider creating a cloud-shaped label.
6) Dare to be different
What about a triangular label for a square box? Or a daring chartreuse colored label for a simple red wine? Doing the unexpected when designing a label can surprise and delight prospective buyers, while also making your product more memorable.
7) Stand the test of time with a durable label
“If the labels tear or smudge easily during shipping, your product’s image will be damaged…For extremely durable labels, films are a good choice for the facestock. Film material options include vinyl, BOPP (which stands for Biaxially Oriented Polypropylene), and polyester film, often called PET.”
– Jan LeHigh, Business.com
Sometimes manufacturers can focus on a label’s design and appearance to the exclusion of its durability. This can prove to be a costly mistake that can damage your reputation.
Remember to choose a label material that is known for its staying power to protect your product’s image. One of the best label materials is BOPP, which is known for possessing the following properties:
- Strong adhesive properties
- A gorgeous appearance
- Resistance to solvents and acids
8) Convey a playful attitude
This label design strategy is especially effective for products that are used in a relatively casual environment. Examples include snacks, games, pet products, and toys. You can convey a playful attitude by selecting a non-formal font, featuring casual artwork, and choosing bright or fluorescent colors.
9) Do not be afraid to be bold
“Studies have shown that 70 percent of purchase decisions are made in-store at the point of sale, so quality labels printed with eye-catching designs are essential.”
– Jan LeHigh, Business.com
Designing a label that contains bold colors, a bold pattern, OR bold content is a great way to make your product resonate with buyers. You can also achieve boldness by adding some bling to your label. For instance, you can dress up your label with some gold or silver foil.
10) Embrace simplicity
Sometimes a simple, minimalist approach is the key to grabbing the attention of shoppers. For instance, if you are designing a label for an organic soap, consider using a textured, recycled label material that features monochromatic font and a simple logo on an earth-colored background.
What is the best path to an inspiring label?
As outlined above, there are many factors to consider when designing a product label. However, the single best path to an eye-catching label is to seek the guidance of an accomplished design firm. With the help of an industry expert, you can create a product label that truly inspires your audience.