Any product that expects to be sold on a shelf today must contain certain information on its label by law. But what about the other areas of the label? Before anyone even gets to reading about the ingredients of or nutrients in a product, they must first be persuaded to pick up that product.
Those few seconds between a customer’s search for a product and physically picking that product up to investigate are all that product developers have to make an impression. So how do you make the inkjet labels on your products stand out enough to get that kind of attention in just a few seconds’ time?
Know What Your Audience Wants
Before you do anything else, you must understand your audience. Only then can you design a product label that’s been geared to them. For example, if your target audience is children, then your packaging may contain bright colours that children will point out to their parents.
The parents, before buying the product will want to know if it’s healthy for their children. And so your label will contain information about this as well. For example, your brightly-coloured label could also communicate that the product inside has an added vitamin, or was made using organic ingredients.
How do you want your product label to look? The design of your product label is what will attract the customer’s attention. So why not consult with professionals about creating a label that wows the customer? This way, you can use their expertise to communicate your message accurately and clearly.
Ideally, any product label should contain as much information about the product as possible without overwhelming the customer. Information can be communicated in more than one way; for example, you can use images to convey part of the message whilst your product name conveys another.
Although you want to be specific as possible about the information on your label, you may want to consider potential expansion of your product. For example, if you currently only produce a food product in one flavour, you may wish to expand to other flavours. Where this is the case, consider leaving space in your existing label for a different effect, such as a different block of colour or an image. You can even leave room for a QR code if you wish to reach consumers in a digital manner.
Your package should complement your label, as well as what’s inside. For example, delicious donuts in a black, windowless box may not be as appealing as the same donuts in a brightly-coloured box with clear windows.
Today’s printers can apply any number of effects to help labels stand out from the other products on the shelf. Those who specialise in this kind of design whether found independently or as part of printing company staff are the best individuals to consult, as they will know how to best convey your message. But beyond that, they can take that message and apply it throughout the printing process.
Labels can be embossed to give them a smooth and professional look and finish. They can also be enhanced using the hot foil process, which adds an attractive sheen to particular areas of a label. But what these effects can also do is interact with the customer. This is because of their feel as well as their look.
A label that feels good when a customer picks it up will cause the customer to want to keep interacting with it. And if the product inside works well, or tastes good or looks attractive also, then a marketing home run is the result.