What Do Your Labels Tell Customers About Your Brand?
Product labelling is a manufacturer’s primary communication channel with its buyers. Use it to tell them about the brand as well as the product.
How many times have you been in the supermarket and something has just “caught your eye” and inspired you to pick it up, take a closer look, maybe even put it in your trolley? Or perhaps your usual brand of a particular food or drink is out of stock, so you scan the shelves looking for an alternative that you might try.
These everyday events are just two examples of how putting the right thought into how food labels appear can have a significant impact on making your brand stand out and catch the eyes of potential customers exactly when you need it to.
Professionalism adds shelf appeal
If the label does not make the product look appealing, potential buyers will ignore it in favour of your competitor’s offering, it is that simple. Creating shelf appeal through a professional approach is easily said, but what does it really mean?
One important factor is consistency. If different batches have different shades on labels and packaging, it looks unprofessional on the shelves. Worse, products in a paler shade of packaging give the appearance of having faded or aged compared with brighter ones, and are guaranteed to frighten potential purchasers away.
Another factor that adds shelf appeal is authenticity when it comes to any images on the label. On the supermarket shelves, there is nowhere to hide, and if the design has been created by an amateur, that is exactly how it will look. Having a professional designer create your labels is an investment that will pay dividends over time, so do not make false economies at this stage.
Inject some personality
Creating brand loyalty is a recipe for long-term success, and food labels are the perfect tool to help make it happen. Think about some of the most recognisable and successful food labels and it becomes apparent that these are ones that let the manufacturer’s ethos and personality shine through. With a friendly, fun label, for example, buyers will warm to your brand and your product. The Innocent smoothie brand is one that has done this particularly effectively.
Understand the psychology of colours
Cynics might laugh it off as psychobabble, but there is solid evidence that we subconsciously react to different colours in different ways. Fast food chains often use red in their branding for a reason, as the brain associates this colour with youthful excitement. Blue engenders an image of professional dependability, while green is associated with health and growth. Factor the psychology of colours into your labelling to make sure you are not inadvertently giving out mixed messages.
Sometimes, less is more
With new guidelines coming out all the time advising food companies to give buyers more information, it is easy for the labels to become cluttered. Presenting the necessary information, but nothing more, in a clean, simple and modern design is likely to make your product more visually appealing, and help it to stand out from the rest in a very subtle way.