Labels serve many purposes, from simply identifying and differentiating one product from another on the shelf, to detailing important safety and regulated information, to promoting a brand or corporate message. One of the most important jobs of a label, however, is to influence buyer behavior and drive product sales. Custom product labels can be designed to do just that by keeping in mind some best practices employed by product-labeling experts.
The truth is, most consumers make purchasing decisions in a matter of seconds. According to Nielsen Research, citing an Ehrenberg-Bass Institute of Marketing study, the average consumer spends 13 seconds purchasing a brand in-store. (If you are wondering, that decision window increases to 19 seconds for online purchases.) Being certain that your label design avoids some of the most obvious pitfalls and stands apart during that short time allotted to the decision-making process can make the difference between your products flying off of (or sadly sitting on) the shelf.
It seems pretty elementary to ask if your product label can be read or easily recognized from a modest distance, but when you consider a customer pushing a shopping cart, your label needs to be readable from about four feet away. That can be tough to do if you have a relatively small item and have to include a plethora of details to meet labeling and packaging requirements.
Designing your label around these priorities and with font sizes that reflect their relative importance can help you get the most influential details managed first and encourage readability:
Of course, once your product is famous and is easily identifiable from any distance, the above hierarchy becomes less important. Assuming you aren’t labeling a well-known brand (Coca-Cola, anyone?), however, the above schema is a good rule of thumb.
This seems like another relative “no-brainer”, but you’d be surprised just how often the labels adhered to products don’t visually represent what’s inside.
Picture a juice box with a label that looks more like a cleaning product (or worse, vice versa!). Imagine motor oil that looks more like a beauty product. As a general rule, food labels should look like food labels. Cleaning product labels should look like the contents are made for cleaning. While it may be fun to design a really out-of-the-ordinary label using a fun font and color scheme, there should at least be some graphic or appropriate typeface that gives a clear association to the product itself. Your customer service department would rather not get a call from irate customers who have opened a package expecting face cream and instead found brake fluid.
Figuring out just how to design a product label to deliver on sales goals is not an easy task, especially since most consumers make purchase decisions in a matter of seconds. Does your label speak to consumers and drive product sales? If not, it’s time to take another look at what message your labels are sending.
Epsen Hillmer Graphics is ready to help you identify the best options including design, fonts, and materials to increase the chances your product will sell. Is label design not your forte? That’s what we do every day. We are ready to lend our years of experience to your labeling project. Call us today at (402) 342-7000.