11 RULES OF LABEL DESIGN. HOW NOT TO STEP IN A PUDDLE

Recently, manufacturers have become increasingly interested in label design and its impact on the consumer, as well as on the sales volume of the product.

Numerous studies have repeatedly confirmed the fact that due to unusual label design, consumers are more likely to pay attention to the product and prefer it to other brands.

Undoubtedly the quality of the product is important, but it is not enough to significantly increase the sales of the company.

Along with the quality of the product, it is necessary to pay due attention to its appearance and packaging design.

Label design

The label does not just draw attention to the product, it distinguishes it among competitors, convinces the buyer to buy this particular product, informs about the main advantages of the product.

Today label creation is an entire industry, and the label itself is a work of art. Label design is a harmonious combination of marketing calculation and designer’s creative idea.

A label is a component, and most often the central part of the overall composition of the product design. The main goal of label design is to create a harmonious composition, for which the most extraordinary solutions are used: non-standard ways of creating images, combination of different materials, original form of packaging, etc.

The design of labels should reflect the general corporate style of the company or brand with the help of created artistic images, in addition, it should emphasize the main advantages of the product and correspond to its functional purpose.

Label design development

Label design is a complex creative and technological process that takes into account many factors such as:

– Target audience preferences;
– Design of competitive brands;
– Technological requirements and legal restrictions;
– Product features and type of packaging;
– Market trends and fashion trends, etc.

{\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t}

Where to start creating labels?

First of all, the following must be determined:

1. Target Audience of the product;
2. Size and shape;
3. The way it is created, designed and printed;
4. Select materials for fabrication;
5. Select graphic and text elements;
6. Create a unified artistic image of the product.

Of particular importance in the development of label design are the results of marketing research of the market, competitors and target audience. First of all, in order to choose the right design solution that can trigger both conscious and subconscious desire of the consumer to buy the product.

The process of developing a label for alcoholic beverages (label for vodka, wine, beer, etc.) consists of three main stages:

1. Creating a basic label;
2. Countertickets;
3. Collierettes.

The main label is the central element of the product packaging, located on the body of the bottle. As a rule, it contains the logo or other brand symbols, name, strength and grade of the drink.

The collarette is placed on the top of the bottle. A miniature label usually containing brand symbols, logo, product name and year of manufacture.

Counter label – on the back of the bottle body. Includes detailed information about the product – composition, strength, nutritional value, manufacturer, volume, bar code, quality marks, etc.

Professional design of packaging and labels conveys to the consumer information about the high quality of the product, creates an attractive and selling appearance.

{\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t}

11 rules for creating a selling label

Label design is, first of all, a creative process, a flight of fancy of the designer, and therefore it is almost impossible to form a strict set of rules for label design.

However, based on experience and many years of practice, we decided to highlight a number of recommendations that will allow you to create an attractive and memorable image of products.

Label design rules from KOLORO branding agency:

1. Цвет. При выборе цветовой гаммы должны быть учтены такие факторы как цветовые решения конкурентных торговых марок, вид и функции товара, цвет самой упаковки – этикетка должна выделяться на ее фоне и в тоже время гармонировать с ней.
2. Графика. Подбор качественных изображений, выступающих в качестве центрального элемента, а также дополнительных графических элементов, позволяющих создать убедительный художественный образ.
3. Текст. Читабельность текста, простота и понятность формулировки фраз на этикетке – очень важны при разработке. Текст способен привлечь внимание покупателя лишь на 2-3 секунды, и если он непонятен или неприятен для восприятия, то это лишь оттолкнет потенциального покупателя. Из текстовых элементов обязательно должно присутствовать название продукта, а также несколько фраз описывающих его свойства.
4. Шрифт. Лучше всего применять распространенные и всем известные шрифты, они хорошо узнаваемы, легкие для восприятия, читабельные. Кроме того, стиль шрифта должен соответствовать продукту и его функциональному предназначению. На этикетке может быть использовано не более 3-х различных по стилю шрифтов.
5. Материал. Прежде чем начать работу над этикеткой необходимо выбрать перечень материалов, из которых она затем будет изготовлена – прозрачная бумага, белая или кремовая; фактура и текстуры, применяемые на ее поверхности и т.д.
6. Choice of label finish – matte or glossy. Matte surface guarantees easy readability of graphic elements, classic image.
7. Number of labels. Manufacturers are often faced with the choice of creating one front label or two labels to be placed on the front and back of the package. Using two different labels allows to separate the brand name from the general information about the product, thereby increasing recognition and improving visual perception of the brand.
8. Форма. Нестандартная форма этикетки гарантирует дополнительную порцию внимания к ней. Как показывает практика удачная и грамотно продуманная форма не потребует редизайна сотни лет. Используя необычную форму, рекомендуют применять светлый или белый фон.
9. Common Style. When one brand offers different types of products, such as different types of juices – apple, orange, cherry, etc. it is important to maintain a recognizable label for each type of product.
10. Manufacturer Contacts. A modern label should contain contact information about the company-manufacturer so that those who want to contact it can easily, this increases the prestige of the brand and contributes to the growth of consumer confidence in the brand.
11. A compelling story about your brand on the label is a big plus. People love interesting stories, and you will thus create a strong emotional connection between the consumer and the brand.

{\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t}

KOLORO offers you professional label design services that will work for you and bring you profit! In addition, if necessary, we will help you to realize high-quality label printing.

Share your experience and tips on label creation, share your unique story. We look forward to your comments.