4 Tips for Designing Product Packaging and Labeling
Since Wright Global Graphics was founded more than 50 years ago, we’ve been helping our customers create memorable branding materials that stand out in a crowded market – a concept we like to call “Retail Curb Appeal.” Successful marketers know the first thing in a store that grabs a buyer’s attention is product packaging and labeling.
It doesn’t matter if you’re shopping at a supermarket, liquor store – or even for a new mattress – people buy with their eyes. And a product’s label is the first thing to make an impact on the consumer. It shares a story and tells the buyer how your brand differs from your competitors. We know you’ve put your blood, sweat and tears into the creation of your product, so design your label with that same focus and determination.
Creating the right label begins with identifying the customer you want to attract and considering how the product will be displayed. You have 5-8 seconds to capture and keep a consumer’s attention. It’s important to design memorable packaging and labels that stand out from the neighboring competition, while representing the quality and price point of your product. Today’s hottest label trends incorporate innovation, color, design and even a wide variety of textures and materials. Incorporating these trends into your design can help your label work as the ultimate salesperson on the store shelf. Below are a few of our favorite things to work with:
Whether working with a design agency, or with our in-house creative team it’s important to develop your brand label early in the product/development process. It takes time to create a something that is beautiful and that represents the heart and soul of your product which is key to telling your story. From asymmetrical patterns to gradients or “color transitions,” to a creative serif on the font, a design’s objective is to attract attention. Considering size, contrast, whitespace, and position of the elements in your design can help direct a shopper’s attention to your product and communicate your brand message more effectively. Different approaches to design can highlight your brand’s story. For instance, a minimalist design can be clean, effective and empowering – allowing the product to speak for itself. A vintage design evokes longevity, authenticity and reliability by bringing back memories.
Most importantly, involve your printer early in the process to ensure your design can be produced as envisioned.
Color is one of the most powerful ways to create brand identity. Think Starbucks green, Tiffany blue, Home Depot orange, etc. Color is a non-verbal way to communicate with consumers because they can be associated with moods, feelings, and emotions. A color will be noticed before any text on your label is read and can instantly grab a shopper’s attention. We often use color as a way to help differentiate variations of products within a family of products. For example, when designing for the craft spirits industry, vodka and gin are typically represented with lighter, cleaner colors, while more complex products such as whiskey, use richer colors to help communicate the depth and personality of the brand. It is also important to use the same color palette for all marketing material to help keep your brand message consistent.
The (label) world is not flat. Texture creates visual interest, especially when combined with shine. Adding foil-stamping, embossing or varnish strengthens the product engagement with the consumer by attracting attention in an otherwise boring shopping experience. We get a great response when we introduce people to our DomeTEC process – a visually appealing alternative to embroidery in the furniture world and an eye-popping way to give food or beverage labels dimension and shine. Another way we create interesting textures is with our woven labels, a perfect way to brand apparel, home furnishings or any soft surface product.
When shopping, nothing piques our interest more than something unique…something different from all the rest. In addition to today’s popular label trends like leather, cork and sustainable materials, WGG knows it’s important to match the label material with the brand, and the end use.
We offer many unique material techniques such as FlexTEC which creates labels that look and feel like athletic apparel, and our fuzzy, fabulous FiberTEC labels which offers dimension in a flexible label. It is important that your labels are not only visually striking but perform well under specific conditions. For example, a boxed mattress requires a label with great memory to “bounce back” when the mattress is unrolled while chilled beverage labels need to perform well under wet and cold conditions. Our team members understand these end use requirements and work to make sure materials are selected appropriately.
There are so many things to consider when designing that perfect brand label. Why not partner with us to make your vision a reality? We work closely with our clients to ensure that design, color, texture and materials work together to create labels that evoke your product’s personality and draw attention to your product and ultimately, help close the sale.