How Custom Labelling Can Improve Your Brand Image
As a business owner, you’ll understand that much goes into building a brand image.
One of the quickest ways to communicate (and often the least invested feature) is through your labels.
You can offer the most incredible products and services out there, but without custom labelling, your customers don’t know that.
Custom labels are similar to the “dress to impress” approach on the first date.
Your label is a summary of your personality and how you attract and keep your consumer base interested.
Product packaging tells shoppers your products’ story at a glance.
Details and designs such as colour schemes, messages, and fonts all play a role in how your product is perceived.
Strong Branding Strategy
The label is the face of your product and an essential part of your marketing strategy.
A stand-out product label has many roles, most importantly, brand presence and recognition.
Whenever you package your product or send a delivery in the mail, you are presenting your brand to your customer.
Using multiple labels on your packaging is an excellent way to reinforce this.
If you already have an established brand aesthetic, you have an idea on what to base your label on.
After all, the labelling of the product should be an extension of your brand. Have the product, but not the label to go with it?
Here are some bonus tips on how to incorporate custom labelling into your brand development strategy.
Do Your Research
Before you create a custom label, you need to get familiar with your target demographic and preferences.
Their age, gender, values, and other backgrounds can influence how you want to design your label.
While you’re at it, take a look at what your competition is doing and pinpoint what you would do differently.
- Rockport Publishers
- DuPuis, Steven (Author)
- English (Publication Language)
- 240 Pages - 06/01/2011 (Publication Date) - Rockport Publishers (Publisher)
Develop a Unique Selling Point (USP)
Your USP is a proposition that states why consumers should choose you over other brands.
It is where you set yourself apart from the rest and play on your strongest points.
When you have a definitive USP, you’ll be able to express it through your slogan, images, or both.
Decide What Packaging Materials Will Be Used
The size and type of packaging your product will influence how you should design your label.
For instance, you’ll want to avoid creating a highly detailed one, then reduce the size onto a smaller packaging, only to take away the impact of the design.
Create an Information Hierarchy
You’ll want to convey as much information as possible onto your labelling without making it cluttered.
The name of the product, the slogan, and the company logo are of the highest priority.
Other essential elements include barcode, price, and information regarding the product. What is added and where is up to you to decide.
Select Colours and Typography
The font, imagery, and colours you choose will relay the desired emotions and reactions you want from your audience.
It can be sleek and discreet, or as colourful and upbeat as you want it to be.
If you have ever been on a dating app, you’ll understand that it takes seconds to decide whether you swipe right or left.
The same applies to consumers: they are often overwhelmed by options and have to decide right away whether a product is worth their time.
The average American consumer has an average attention span of 8 to 12 seconds.
With all the competing offerings available on the market, it’s crucial to use your label to make your product look unique and eye-catching.
If you make them stop and linger a little longer, making them pique their interest will increase the chances of first purchase.
Tell Your Story
Labelling your product is more than having your company or product name front and centre of your packaging.
Custom labels are a chance to take your narrative to the next level.
Label design gives you the creative freedom to express your brand, but it is an opportunity to share your core values, tell a story, or convey a message to your target audience.
A growing trend in brand marketing is content creation – but for labels! It can be anything from your company’s history, an assortment of inspirational quotes, to an entire marketing campaign with a call-to-action.
Whatever it may be, it is a chance to connect with your target demographic on a deeper level.
Provide an Experience
Deepking Labels emphasise the importance of custom labelling through the latest trend in social media: unboxing videos.
Content creators showcase their new purchases on camera by opening and trying out new products to their online audience.
The phenomenon is so successful that haul videos have the potential to generate millions of views.
Part of the hype of “haul” videos is that it taps into the curiosity and satisfaction of purchasing and opening packages.
Labelling on its own can be an experience, a call-to-action, a prop for a photo op, or even an entire marketing strategy (for example, Coca Cola’s “Share a Coke” campaign).
Influence Buying Behaviour
Consumer behaviour is a heavily studied science that explores how people decide to make a purchase.
Five significant factors influence consumer behaviour:
The appearance and content of product labelling help consumers make a quick decision on whether they seal the deal.
The product, packaging, and label can trigger emotions such as anticipation, urgency (think “limited edition”), and other emotional responses such as satisfaction or guilt.
Standing out and attracting the consumer’s interest is essential – especially if they did not decide to buy your product when they left the house.
Here are some examples of packaging and label features that affect consumer decision-making when it comes to purchases.
Colours & Patterns
Colour increases brand recognition by 80% and is often the reason why many consumers buy a product.
The significance and reaction to specific colours will vary in different trends and cultures.
One thing is for sure: certain hues can have a strong psychological impact on someone’s buying decision.
After attracting customers with colours and designs, the next step is picking up and examining any text.
The messages can range from stamps of approval, call-to-action campaigns, and other fun and informative additions to enhance the buyer experience.
Labelling can be an opportunity to go over the quality-conscious process of making the product.
Think of “handmade”, “locally-sourced”, “organic”, and other behind-the-scenes details that will support the values of your target audience.
- Szaky, Tom (Author)
- English (Publication Language)
- 320 Pages - 02/05/2019 (Publication Date) - Berrett-Koehler Publishers (Publisher)
There is a transactional value of a product and a customer-perceived value of how much the product is worth to them.
Adding buzz words such as “limited edition” and “premium” gives a sense of exclusivity.
Adds Quality to Your Products
Consumers give great importance to high-quality products.
The packaging and label should reflect that. Custom labelling influences purchase intention: at first glance, the packaging that looks and feels excellent signals to the customer that what they are buying is of high-quality.
Here are ways you can create custom labelling to add value to your products:
Understand Your Target Audience
Custom labelling design should be done with the consumer in mind.
Does your brand cater to an energetic, “on the go” crowd? It will perform the best with bold font and bright hues.
If you want your label to reflect natural products, it should endorse your values through earthy imagery and tones, and use repurposed or biodegradable materials.
Be Clear About Your Brand and Product
Cognitive fluency is the preference for things that are familiar and easy to understand.
Everything from websites to brand name pronunciation is proven to be more successful.
Minimalistic, easy-to-understand designs and messages are used for the sleek and professional look you’ll see in high-end packaging and labels such as Apple and Uber.
Stand Out From the Crowd
Studies show that supermarkets typically display from 20,000 to 50,000 SKUs, yet most consumers can only acknowledge a small fraction of those brands.
At the point of purchase, buyers often have a short amount of time, and make a decision based on what caught their attention, and if the label conveys enough exciting and informative content.
On-shelf visibility is how well your product can be spotted in a retail setting.
In crowded aisles, this can be challenging for brands and adds pressure to increase their share of visual inventory (SOVI).
For this reason, many companies will shell out extra to boost their brand presence with methods such as strategic product placement in merchandising floor plans.
There are labels everywhere, almost on everything. However, we are confident you can spot your favourite names in a crowd.
Whether it’s from its distinct colour palette or quirky design, you can recall them and the experience you associate it with.
When it comes to custom labelling, the limited surface area on your packaging can go a long way.
Custom labels are the storefront of your product.
Tags increase your brand’s on-shelf visibility, tell your brand’s story or mission, and make purchasing irresistible.
Creating a high-quality one to represent your product will help brand recognition and build a strong and trusting relationship with your consumer base.
Last update on 2020-07-14 / Affiliate links / Images from Amazon Product Advertising API