Tuesday, February 16, 2016
A new year often breathes new life into business – it’s not just a time to reflect on previous achievements, but it’s a time for developing new plans as well. In the case of product marketing, it’s an ideal time to revamp your branding with some new product labels.
Reasons To Re-Vamp Your Labelling
Your business could have multiple reasons for a label revamp – maybe a particular product line is not performing well and you’d like better packaging to compete in the marketplace, or you’re extending a product line and you’d like your labelling to reflect this. Often brands expand into new markets and then decide on more consistent brand packaging across the board, or simply that the current labelling will not suit a particular market.
Another reason to revamp labelling is to reflect changing lifestyles of consumer. The food market is a prime example of this – consumers want to hear where their food comes from and what’s in it. This is reflected in the legal guidelines for labelling, and the industry specific rules – but it’s also useful as a marketing tool – if a product is British, low in fat, or one of our 5 a day, how often do you spot this boldly listed on product labels. So, if you don’t already, why not shout about features like this or highlight what you’ve done to make them healthier.
The food industry aside, every product label or packaging should communicate clearly a brands message – whether that’s through colours, logo, text content or overall design. It should all come together to help your goods or services become distinct from other manufacturers or retailers. Remember that buyers can try and test products they know nothing about, simply by identifying with the label, so a label refresh can attract those that have previously developed a blind eye towards your product.
Tips To Create A Great Product Label
It’s important you get your product marketing right to achieve the best results, and the process of revamping your labelling is all in the detail. If you are looking to update an existing and well-known brand, be sure to keep any recognisable elements – these can be tweaked but should still resonate with all your customers. Some other things to consider:
Fonts – They must be clearly readable, so not too large or too small, and there shouldn’t be any more than 2 different fonts on one label. It’s also important that the font reflects your brand image, so a high end beauty product would use something more sophisticated than a child’s ready meal or bath toy.
Use images as a tool – images are a key way of grabbing attention quickly. They will help the customer identify your product, and help them decide to buy faster. A strong image can convey brand identity in a powerful way, further helping customer connections. Perhaps you will pick an element of your product as a label image, and you might be lucky to have something that conveys a key ingredient, and feelings associated with it/your product – think lavender for relaxation.
Pick and choose the right colours – colour science is a fascinating subject and delves into how different colours make us feel, and in the case of marketing how they can be applied to a branding and labelling project. There has been a lot written about how different colours make us feel, so any colour labels should reflect this and the message you want to get across. Labels should always feature brand colours for consistency.
Label material – Perhaps applies to certain industries more than others, but the finish on a label can still have impact whatever you are placing on the shelf. Foiled, brown kraft, or high gloss can all convey something different about the quality of a product, and make it stand out from the crowd.
If you decide to work with a label manufacturer then they can work with you through all the stages of a label refresh from design to production, and keep tight controls on the key elements of your brand and how its portrayed in your new labels.
Rob Lorkins works for the leading UK label manufacturer, Labelnet. Based in Ongar, Essex, Labelnet design and manufacture high quality branded labels, stickers and packaging.
License: Image author owned
License: Image author owned