Creating a new product label can be an intricate process. Not only should the label resonate with your brand identity, but also captivate consumers. However, there are several key factors you should be aware of to help you ensure a successful outcome.
Colours, features, and materials are only some of the elements you have to think about during the design phase. Remember that your labels should increase sales, build your brand through its design, and link it to the product. They should also improve customer experience through practical and informative functions.
Let’s take a look at five crucial aspects of label design:
1. Label colours can impact customer experience
Product, packaging, and label design have a lot in common, and colour choices are crucial.
You may have heard that consumers can react emotionally to colours? Although scholars argue whether this is an exact science, there is a consensus that colours can have a neurological effect – whether the associations are learned or innate.
For instance, green tones are often used to sell products that should be perceived as healthy, fresh and environmentally friendly because most associate green colours with nature or something natural.
Different colours give different associations:
| Yellow: | Freshness, Energy, Youthfulness, Divinity, Spring, Earth, Knowledge, and Wisdom. Stimulates the mind |
| Red: | Power, Positivity, Love, Passion, Care, Unity, Anger, Forbidden, Strength, Maturity, and Courage |
| Orange: | Warmth, Enthusiasm, Purity, Light, Motivation, Youthfulness, Happiness |
| Pink: |
Playful, Childish, Feminine, Fascinating, Attractive, Safe, Caring, Happiness, Prosperity |
| Blue: |
Clean, Soothing, Integrity, Responsible, Confident, Honesty, Financial, Sky, Ocean, Infinity |
| Green: | New beginnings, Happiness, Life, Nature, Sustainability |
| Purple: |
Quality, Exclusivity, Creativity, Inspiration, Compassion, Ethics |
Influencing consumer behaviour and associations with colours is a very effective tool, especially when you have identified the emotions and lifestyle that your target audience is attracted to. With a holistic approach to colours, you can communicate the same feelings throughout the label, packaging, component and brand.
Read more: Great customer experience begins on the store shelf
2. Adding features to the labels
A label can carry more than just a logo, product name, product information, or the brand itself. And we're not just referring to the countless different textures and finishes, but also purely practical functions such as:
- Scratch label
- Reseal
- Security features (Watermark and Micro Text)
- Smart functions (Interaction and QR codes)
3. The label's shape can create important associations
The shape of the label usually depends on the shape of your product component. But keep in mind that different shapes can trigger some interesting associations from your potential buyer:
| Triangle: | A message, warning, or reassuring. |
| Circle: | Mysterious, feminine, or solid. |
| Rectangles: | Security, strength, and discipline. |
When colours, text and other design elements are added to the label, associations may change. Still, it is wise to be aware of this potential early in designing your label.
Read more: How much should your labels be able to endure?
4. Choosing material, adhesive, application, and usage
You may also want to think about the practicalities of label production. Choice of label type, material, and adhesive can, of course, affect how the label fits and adapts to your product.
These are questions you should consider:
- Type of label: Is your product for personal care, home care, automotive, food, drinks, etc.?
- Material: Plastic, bio or paper and what kind?
- Adhesive: Permanent, removable, for humid storage or freezing?
- Application: Automatic or manual application?
- Durability: What type of impact do you expect throughout the entire supply chain?
If you are a business owner or a product manager, it certainly helps to have an overview of your labelling possibilities.
But remember – you do not need to know absolutely everything about labels to get started. Some of our clients prefer to make all their labelling choices themselves and simply place their order, while others want our guidance throughout the process – even before their packaging is developed.
Read more: How monomaterials in packaging increase recycling and circular economy
5. Cost-efficiency methods within labelling
At Skanem Africa, we are aware that price is always an important factor, regardless of company size. Before meeting with a label supplier, we recommend that you consider the following six questions related to cost-saving measures and solutions:
- Size: Can the size of the label be optimized? The more utilization of the material (web), the less waste you’re creating and the more efficient the label becomes.
- Shape: Can the existing shape be used, or will a new one be required?
- Materials: Do you require standard materials or specialized materials?
- Design and colour: Will your labels require standard CMYK or unique colours?
- Effects: Should added effects such as metallic shimmer or tactile texture be used?
- Co-production: Are there other labels in the same format, design, and material on the production line?
Read more: A guide for choosing cost-efficient and sustainable label materials
Once you’ve developed an overarching idea for your label, it’s crucial to ensure that the technical side of the design – whether it’s created in-house or by a separate design agency – is functional for your product component and production process.
Nevertheless, it’s still our responsibility as a label manufacturer to advise you so you can ensure that the labels are best suited for both your business and your products.
