Label and packaging design is a key marketing tool for any product at the point of sale. No matter whether you've been crafting a recognisable brand for years, or you're a new company just setting up, the design of your packaging and any associated labels is a key way to generate new interest amongst consumers.
You're bound to have experienced the power of product labels at some point - maybe you picked up a new bottle of wine because of its fancy label, or you finally tried a new food after it had a packaging refresh. Simple scenarios such as these demonstrate the importance of packaging and labelling for product perception, and show how important it is to ensure your label design and quality is the best it can be.
In this blog post, we're highlighting 5 essential tips for your product label design, showing how you can promote your product with thoughtful and clever label designs.
1. Avoid the Well-Trodden Path with Artwork
It's incredibly easy to take a look at the existing market and assume that certain designs and themes are the only route to go down, after all - if it's tried and tested, it must surely work? While this could be successful for established companies, for a new business, or one looking for a big refresh, thinking outside the box (or bottle) is likely to be the best option. Avoid appearing 'vanilla' and instead make a splash!
Our Cow Molly are a dairy farm from Sheffield, and they decided to go against the grain with their milk bottle labels. While the vast majority of milk labels feature blue, red or green as their main colour, Our Cow Molly instead use bright pink. The branding of these bottles, along with their diversification of the farm, has resulted in an incredible success story, and their products are the most eye catching on local supermarket shelves, including Morrisons and the Co-op.
So, how could you do something different with your artwork? Like Our Cow Molly, you could go for an unexpected colour, or alternatively pick a more original font style. Alternatively you could decide to avoid common imagery associated with your product and instead go for something more original that's designed to surprise consumers.
2. Use Customised Die-Cut Label Shapes
Circles, rectangles, and squares make up the vast majority of label shapes on products, but have you considered using customised die-cut label shapes? By going for a special custom shaped label, you're making a statement that you care deeply about your label design, and therefore your product.
There are a lot of wine and spirit companies who have pulled this look off, with one notable example being Yellow Tail Wines. The combination of a standard rectangular label with the special shape beneath creates a super unique look - and we're sure it looks even better in person! The pairing with a carefully chosen substrate plus vibrant colours makes this a great look, so much so that they've come top of a survey in the USA ↗ for most attractive wine label design.
3. Luxury Metallic Embellishments
Metallic hot foil is a popular way to help enhance a label. Not only does it make a product look more premium and luxurious, but the foil reflects light in a different way to the rest of the label to help the whole product become much more eye-catching. If you combine the print with the optimal colour palette, you're on to a winner!
The example below, Fais Botanicals, is a great showcase of how subtle use of metallic foil can work successfully. The gold print ties in perfectly with the gold bottle top and overall colour scheme, while black is used for secondary text and information to ensure full legibility.
4. Augmented Reality Stickers
Although not the most immediately eye-catching label option when looking around a supermarket, augmented reality labels are a great way to increase your presence on social media, frequently going viral on social media platforms like Linkedin and Instagram.
One of the first companies to take advantage of this technology was 19 Crimes Wines, who created an augmented reality experience based around the 18th Century prisoners featured on their wine bottle designs. The result was a big boost in sales and a huge increase in brand awareness all over the world. Other big brands like Jack Daniels have since followed suit.
5. Turn to touch with textured labels
It's often the case that visuals are prioritised above all else when designing a product label, but touch shouldn't be forgotten about as this important sense is vital for communicating a feeling of quality. Using thicker or textured papers, rather than standard papers, shows a commitment to quality and above-average materials.
There are also textured synthetic options too, such as matt laminates or vinyl laminates, perfect for when your product label needs additional protection.
Product Label Design Tips Summary
With the huge growth of digital print in recent years, it's no longer enough to just have full colour print as the standout design feature of your label. Our five top tips will help you further differentiate from the competition, and appeal to increasingly picky consumers.
While some of the options in this article may cost a few extra pence per label or need more design input during their development, there is huge potential for a substantial return on investment. Get in touch with our team to talk more about your labels!
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