The reinforcing texts on the packaging will bring you:
Reinforcing texts on packaging is an advertising technique to reinforce the brand strategy and create better communication with the consumer. On-pack texts are a set of words that tell about the product. Most often they are combined with graphic elements. Inscriptions on the product packaging can be an extension of the product line name. Sometimes they are placed on the back of the package as well. In this case, the supporting text can be more extensive. Some companies place a brand legend on the back.
Supporting texts make the packaging brighter and more visible. It is itself an intermediary between the consumer and the brand, an element of communication. Promotional text for packaging emphasizes the visuals and reinforces them.
YOU GET
Increased likelihood of repeat purchase
Increasing loyalty of CA
Strengthening brand positioning
Packaging that “speaks” to the target audience
Incentive for trial purchase
Increased likelihood of repeat purchase
Increasing loyalty of CA
Strengthening brand positioning
Packaging that “speaks” to the target audience
Incentive for trial purchase
Increased likelihood of repeat purchase
Texts on packaging: the price depends on such factors
- Packing area. If there is a lot of space on the package, you will need more infographics with text. Which means the cost of developing reinforcing texts will be higher.
- Detail. Often infographics are small schematic images made in a flat style (flat). If large size images with detailed drawing are required, it is illustration and the price will be higher.
- Number of services. If the development of texts and infographics is ordered together with the creation of UTP – the price for the set of 3 services will be lower.
How to develop text for packaging: steps
- Analyzing the market in which the product is planned to be launched (or the company is already operating). Marketers also analyze the product’s target audience, their interests, values, and environment.
- Analyze the brand, its platform, and positioning features. Marketers also conduct SWOT analysis of the brand – looking for strengths and weaknesses of the product, unrealized opportunities and possible problems (threats).
- Next, the project team develops 4 communication options. Each of them is a combination of text and graphic elements.
- Create 4 communication options to choose from. Each one is a combination of packaging lettering and graphic elements(infographics) that make the thought complete.
- The project is completed by finalizing the selected variant and developing brand fonts for supporting texts. You can read more about font selection and its impact on consumers in our article.
Why do you need reinforcing texts?
Supporting texts are text elements that are on the packaging and create a brand image (along with the illustration, name, brand colors, etc.). Their main purpose is to create a certain mood and perception of the product in the consumer. Supporting texts:
- emphasize brand positioning;
- formulate a unique selling proposition (USP);
- increase product recognition.
Package lettering is a promotional tool that will make your product stand out among similar ones.
It is important to note that supporting texts and a brand slogan (motto) are not the same thing. A slogan is a concept with which a brand is associated, it is more universal and durable. It often hasn’t changed since the company was founded, it can be part of a brand’s logo. The slogan is also duplicated on all products that are produced under the same brand. For example, Nestle’s slogan – “Good Food, Good Life” is present on all of the company’s products (and is part of the logo).
Advertising slogans – less durable, they can change, transform over time or adapt to a particular country. This is done to make the slogan sound better. Sometimes they echo the supporting text on the packaging. There are times when slogans come into commercials just from the packaging.
Supporting texts are developed specifically for packaging, often for a specific product. This is how words emphasize the UTP, make the product special. For example, for the brand Prostokvashino (on the Ukrainian market) they created individual text for different types of products. It reinforces the positioning and articulates the UTP. Grainy cheese is offered to taste with the salad. On the package of sour cream, the supporting text says that strawberries from Prostokvashino are tastier. The advertising campaign was also based on this idea.
Supporting texts: principles of creation
- Brevity. The lettering on the package should be easy to read, informative and clear. This is helped by concise wording and a properly chosen font.
- The text should be credible, be an advertisement, but not look like an advertisement. This effect is achieved by using simple vocabulary and eliminating stop words. For example, the difference between the trite “100% natural juice” and “really freshly squeezed juice”.
- Harmony with productpositioning. For example, it is inappropriate for the middle price segment to post texts about premium quality.
You can order text for packaging in KOLORO (Kiev). Marketers will analyze the brand and its design, highlighting the strengths of the product. Copywriters will then generate text options and designers will develop the visual component.
What do you get when you order the development of reinforcing texts for packaging?
- Increased brand awareness through more attractive packaging and better communication with the consumer.
- Unique verbal and graphic elements designed according to brand positioning.
- Increase sales through reinforcing text that is targeted to your target audience. It incentivizes a trial purchase and increases the likelihood of a repeat purchase.
- Consulting at the stage of introducing reinforcing texts into product packaging.
Properly formulated inscriptions on packaging are a powerful verbal tool. They favorably complement the visual image of the brand. Also, reinforcing texts are an additional mechanism of marketing promotion of the product.
The team will help to write text for packaging that will meet the needs of the target audience and strengthen the brand KOLORO. We make brands successful!
