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When we’re browsing the aisles at our favorite stores, we’re experiencing dozens of different brands at once. An eye-catching, compelling label can grab our attention and spark our curiosity. That’s the one that stands out from the crowd.
According to a recent survey, 72% of consumers agree a product’s packaging design can influence their decision.
The label does make a difference. So what is it about labels that influences these buyers?
Keep reading to discover the nine product label design elements that can attract customers to your business.
1. Do Your Research
A well-designed label shouldn’t just look good. It needs to reach out with the right message to the right person.
Before the product label design process begins, consumer research is key.
After all, they’re the ones buying your product.
Break your customers down by their demographics, including:
- Buying habits
This information can tell you a lot about what interests your customers. Then, you can create a product label with those factors in mind.
A little competitor research can help, too. What are your competitors already doing to attract customers? This information can help you:
- Avoid creating a similar design
- Determine what appeals to your customers
- Recognize how to make a current design better
Once you complete consumer and competitor research, think about the product itself. Where will the product be sold, and how will it be displayed? These answers can help you determine ways to make sure the label stands out from other products.
It’s also important to consider products that are sold online versus products sold in-store. In these cases, how these products are displayed—and how people interact with the label—will differ.
2. Vary the Imagery
Instead of boring stock photography, consider using high-quality, unique imagery.
One-of-a-kind images will help you stand out from the crowd. Remember, you’re trying to pop off the shelf. What images will help the brand reach your audience?
Whether it’s rich photography or interesting illustrations, the right imagery should reflect your company.
Head back to step one and review your market research. What images will help you connect with customers?
Your main design should remain consistent. That way, customers can recognize you in any store. However, you can also consider varying the imagery for a unique approach.
For example, Jones Soda uses the photos their customers submit. While the photo changes on different labels, the label’s overall design stays the same. This tactic can help improve customer engagement while connecting back to your brand.
3. Add Facts, Quotes, & Stats
Facts and stats can also help your product label design stand out. Think about the stats on Snapple’s bottle caps or the quotes featured on teabags.
Adding quotes and fun facts are an effective way to help you connect with customers. Think about their interests. If they’re health-conscience, give your consumers some healthy-related tips.
Keep it interesting and engaging! These add-ons to your label design can help you communicate with your audience in a way that’s relevant to their interests.
4. Packaging Materials
What about the packaging itself?
The packaging material can change how a product label looks and feels. Before the design process starts, it’s important to determine the materials. Otherwise, the label might not turn out the way you hoped.
In addition to determining the material, it’s important to pinpoint the packaging’s shape and size. How will it look when a consumer holds it in their hands? The packaging can change font and image sizes, too.
You can use this service to find top-quality mailing, print, and design materials.
Product labels impact the product’s overall aesthetic.
These details can change a label before the design process even starts.
5. Hierarchy Doesn’t Hurt
A good-looking label needs to appeal aesthetically while still conveying vital information.
An informational hierarchy can help you keep consumers informed about your product. To start, prioritize elements such as the company’s name or logo, the slogan, and the name of the product.
The rest of the product’s information can help you tell a story (more on this below).
Don’t forget to include the price, nutritional information, and barcode too!
6. Color Scheme & Typography
Your product label’s colors and fonts can entice new customers or leave them bored. Using your brand colors makes it easier for consumers to recognize you from other products.
In fact, color can improve brand recognition by up to 80%.
Keep the type of product you’re designing the label for in mind. Don’t forget to consider your customers as well as the competition. What colors will help you stand out on the shelf?
Make sure to prioritize legibility. Balance bold and bright colors with your typography to communicate your product. The colors and fonts you use should work well with the imagery, too.
7. Highlight Your Value
Once you catch someone’s eye, it’s important to communicate your product’s value. Why should someone choose your product over another one just within reach?
Consider your customer’s pain points. Your product should help solve their problems. Once you know those pain points, you can highlight the benefits of using your product to communicate value.
Is your product healthy, easy-to-use, or sold at a good value?
Use your competitor analysis to determine which benefits can help you stand out.
8. Tell a Story
You could ramble off research, but that won’t help customers connect with your product.
Instead, tell a story. Introduce people to your company or tell them how you came about creating your product.
For example, Clif Bar tells consumers about a guy who wanted to create a healthy snack. It’s a simple story, but easy for people to connect with and understand.
9. Know the Essential Info
When designing a product label, there are key pieces of information that will take up space. This includes nutritional information and warnings. Keep these elements in mind.
That way, you know how much space you have to work with for branding and selling.
Design It Right: 9 Elements of an Enticing Product Label Design
Design it right and spark interest with your customers with these nine elements of an enticing product label design.
Check the Marketing section of the blog for more tips and tricks!