Apart from packaging design, product label design is one of the key elements consumers pay attention to – either consciously or unconsciously – when shopping for groceries at their local supermarket. Adequate label design should, at the very least, include the brand name. Yet to be truly effective it has to contain pertinent product and marketing information, as well. Time to unveil the secrets of effective label design.
The brand name in the middle?
The brand name is the space the eye falls upon first when going down the supermarket aisle looking for products. Consumers who are scanning labels like that, typically start at the top right hand corner if the label is horizontal, and at the top if the label is vertical. That’s why information at the center of your label should be bold, so that the eye is focused on the pertinent information. Use color and contrast to reach that goal.
Product label design requires thought (a lot of it!)
Your label has to have an intent behind it, i.e. all the different elements – such as typography, product information and logo – have to serve a specific goal. They shouldn’t be picked randomly but carefully developed in order to add structure to the whole.
Unique attributes of your product should be included on the label, as these are the elements that may convince your target audience. One more thing about typography: strict rules as to what will work and what won’t are not available. Trial and error is the best way to move forward.
Label colors: be original
In essence, a label should give the consumer a couple of good reasons to buy a particular product, instead of the other brands on the shelf. Color plays a crucial role when ‘gauging’ the attractiveness of product labels. As stated before, in order to stand out on the shelf, you need original coloring and contrast. Because let’s face it: ‘boring’ simply doesn’t sell.
Inspired by SmashBrand