Of course, you want a highly effective label! It can make or break the success of your product. In the context of product labelling, the label can be the difference between someone buying your product or your competitor’s that’s next on the shelf. Research shows that more than 60% of brand decisions are made after the shopper has entered the store. What’s more, it then only takes two and a half seconds to make a purchasing decision so understanding the key characteristics of highly effective labels is essential.
Consider using a peel and reveal label if you have a lot of information that needs to be on your label. The key purpose of a product label is to communicate information with the goal of motivating a consumer to purchase your product. If this information is not readable or communicated clearly, or cluttered, the content on your label is going to waste and the potential for a sale lost. By using a readable font, appropriate language for your target consumer and a clear layout, the information conveyed on the label will be quickly and easily understood.
An effective label needs to attract the customer’s attention and be memorable. Consider the colour, font, graphics and even shape of the label. Another factor that can add an extra point of difference to your label is embellishments such as foiling or embossing. These embellishment techniques can help highlight particular parts of your label (like your logo), attracting attention and leaving a lasting impression with the consumer. It’s also important to design the label with the container and product in mind — whether the container is squared, tapered, rounded or squeezable, the label will need to be applied smoothly and complement its shape.
Without the correct material, adhesive or finish (coating), it may not last to be able to communicate that information. Considering the application and expected life of the product in the selection of the label material and finish will ensure the label is fit for purpose and will perform in the conditions expected during the life of the product; for example, a product labelled and stored in a cold room or freezer environment, or a product exposed to an ambient to high temperature range. Additionally, adding a laminate or coating to the label not only adds an attractive matte or gloss finish, it also offers protection for the label against moisture (condensation) or scuffing.
An effective label can tick every other box; however, it still needs to remain true to your brand. Labelling that is on brand will allow consumers to easily associate brands to products and vice versa. Think of how distinctive products from major brands like Coca-Cola and Cadbury are, and how they stand out against rival brands in the supermarket. It also makes any new products from the same brand familiar to existing loyal consumers.
