Are Your Labels Drawing Attention?
When the sales for your business have plateaued and you’ve checked everything but you still can’t figure out why, you may have missed one little detail.
Regardless of whether your marketing team is large or small, many companies consider the labels on their products as a minor detail compared to their overall marketing plan.
They see labels important only as a place to display their logo and brand name. When they have this preconception, they’re only leaving money on the table.
Packaging and especially the great labels affects purchasing!
Did you know that most shoppers will miss your advertising, and even more will miss your web site? Shocking but true. Labels however, are the most crucial element of your business marketing game plan because most times your product labels are the FIRST CHANCE your potential customers will have to see in person what your product has to offer. If your labels aren’t drawing the attention of shoppers as they search the shelves for what they’re out to buy from the get-go, your product may just as well be invisible!
To prevent this from happening, your product labels not only need to draw attention, they must be attractive and enticing enough to compel costumers to stop with interest long enough to reach out, hold your product in their hands and take a closer look.
When you are collaborating with the label designer on your team, here are 10 factors to consider to ensure you’re both working from the same page.
No matter how exotic or creative you want your product to appear from the design of the words on your label, those words should be clear and easy to read at first glance.
Readability forms the first connection between your product and your potential costumer through their understanding.
2. Word Fonts
Coming up with the ideal fonts for the words on your labels is no small feat and becomes a fine balancing act between readability and interest.
The shape of the letters in words on your labels should be psychologically compelling enough to convey the key positive feeling or conceptual benefit you need your customers to connect with your product.
Graphics are pictures that can be either illustrations or photos. Graphics allow you to show your customers exactly what they’re getting in the best, most attractive light possible.
Careful consideration must be taken when deciding which kind of graphic, either illustration or photo would be most appropriate to accomplish this. Illustrations work best for children’s products like toys, cereals and treats.
And why do you think most processed food products usually include a mouth-watering photograph of the food that’s in the package? Its been said that people eat with their eyes and buy with emotion.
When a compelling photo is matched with artistically created fonts that convey an enticing feeling or thought you want your customers to experience, you have a winning combination.
The right selection of colors, or simply the use of one single color, on your labels creates a primordial connection between your customer’s desires and what you have to offer. “Selection” is the key word here.
Many factors play a part in which color or color combinations are selected that work well with the color of the packaging. If the packaging is transparent plastic or glass, a transparent label base can be used where the colors of the fonts and graphics overlaid on the clear label complements the color of the product inside.
To grab and then hold the attention of someone who is casually strolling the aisles of a supermarket, corner convenience store or big box retail outlet, you need to use color well.
Your label designs need to fit with the material of the labels themselves and what you need them to accomplish. Within this category you’ll also need to answer the following questions to decide what kinds of materials are most appropriate for your labels:
● Oil and Water Resistant? ● Removable? ● Weatherproof? ● Laminates? ● Eco-friendly? ● Paper Stocks?
For example, many wine bottle labels are trying convey an old world look. To accomplish this, wine companies use a textured cream paper on which a handcrafted image is placed.
6. Label Finish
You can choose either a glossy or matte finish for your labels and each one can dispense a certain “image” you want your product to project.
A matte laminate finish for example, can create a more classic look that is very easy to read.
A gloss finish on the other hand, will add considerable depth and intensity to the colors on the label and provide a shiny, even “3-D” look for more impact.
7. Label Size
The size of your label usually depends on the shape of your container. If you are using a round container for example, you have a choice between one large label or separate front and back labels.
Front and back labels can elegantly separate the front, eye-catching branding information from the ingredient and regulatory information.
They’re usually more expensive than a large wrap around label. With a wraparound label you can achieve the same effect however, by keeping the front “panel” with the key branding information on one side. This way, consumers can instantly see the front panel as they are perusing the products on the shelves.
8. Label Shapes
Unusual label shapes are guaranteed “attention-getters”! By “unusual”, label shapes can range from weird to deceptively simple unconventional shapes. Ever noticed a Heinz ketchup label?
It turns out to be a very simple “keystone” shape, but in its simplicity, it has real subliminal power that in turn grabs people’s attention. So well in fact, that Heinz has been using this shape for the last 130 years and shoppers have come to equate the shape as a symbol of quality…as far as ketchup goes that is!
Themes don’t actually attract attention, but they sure do hold it! If the theme of your label matches the theme of your product, this complimentary combo creates a feeling of cognitive satisfaction in the customer’s mind which in turn, tends to hold their attention long enough so that they’ll decide to try it, even if they’ve never even heard of it before!
10. Contact Information
OK, while “contact information” sounds pretty boring at first and the furthest thing away from the ability of a label to attract attention, it works very similar to the way themes work—it holds the customers’ attention, and ultimately invites them to come back to your brand.
When a back panel label includes a customer care 800 phone number, a web site, the physical address of the company, a promise of quality and a customer care email address, the implication is powerful and strongly implies that the company is always ready to stand behind their product.
So first things last:
The bottom line for you to consider when you’re working with your label design team is to start by checking out what your competition’s labels are doing.
From there, you can make your labels unique and distinctive from your competitors in an appealing way for your potential customers. That fundamental difference will be your foundation to building your own attention drawing magnet!