It’s incredibly exciting when you’ve finally brought a new product so close to market that it’s time to create the product label. It means your product is mere steps away from getting on store shelves. But poor label choices can keep it there, instead of flying off the shelves and into consumers’ (or end users’) hands. Follow these tips to help you make the best decisions through the label process.
Remember why you label.
Very few product categories can stand alone on shelves without packaging, and even those generally have a label. At a bare minimum, labels inform customers what’s in the package.
Details matter.
Details beyond the bare minimum are great for customers to help them make informed decisions. But in certain industries and with certain ingredients, regulatory agencies insist on labels providing clear and accurate information. Your labels must always comply with any relevant regulations, but you can also build trust with your buyers by providing even greater transparency.
Design matters.
Aesthetics play a significant role in purchasing behavior. It’s not enough to make “pretty” packaging, but rather to create packaging and labeling that communicates with your buyers and prospects. What attracts their eyes? What do they find aesthetically pleasing? What designs capture their imagination and also connect them more with your brand? How you use color, fonts, and even paper texture can communicate even more than you intend. Plus, what you don’t print (white space) can be nearly as important as what you do print.
Get familiar with your surroundings.
How are similar products—especially those that will share shelf space—labeled and designed? You’re not creating your labels in a vacuum. Get to know your competitors and learn from their style. Just remember to stand out, not blend in.
Use good resources.
You’re an expert in your field—but don’t feel like you have to be an expert in label design and graphics too. Consider hiring a professional graphic designer or making use of templates you can customize (after you’ve determined what will connect with your customers). And of course build a great working relationship with your print company who can help you choose the ideal labeling materials, color specifications, finish coatings, and more—and even help you get the best quality results from your graphics.
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