Design Considerations for Your Packaging Labels

Developing a label for your product is an important task, and you need to balance branding platforms, presentation, shelf impact, and your marketing goals. By taking a few considerations into account when developing your packaging label strategy, you will be able to succeed in all of these areas.

Make Labeling a Priority

The packaging labels that you use should not be an afterthought. Your packaging materials and label should work together both aesthetically and physically, and choosing a certain type of label will affect the design of your container. When considering packaging solutions you should also examine all of your labeling options, as deciding on these will allow you to get your package onto the market as quickly as possible.

Consider Your Label in Context

Don’t look at your label as an independent part. Examine it in terms of the context in which it will be displayed on a shelf. Consider whether your label
design will look appropriate while providing enough contrast in order to be noticed in a crowd of other products. Ensure that your label doesn’t become
obscured by your display or within other marketing contexts.

Functionality Trumps Decoration

When considering what label to use, ensure that functionality is more important than decoration. Consider what you expect out of a label, and some
questions you may want to ask yourself include the following:

• Do I need to include regulatory or compliance information?
• Will regulations possibly change in the future?
• Will a certain functionality aspect make my product easier for the customer to open?
• Do I need to hide an unattractive product?
• Will including information increase the amount of my product that a person buys?
• Can I promote other products with the use of my label?
   

Less Means More

Many customers believe that less means more. Your label should include a maximum of four primary messages for your customer, including:

• Name of the product
• Name of the brand
• Serving size for food products
• One feature or benefit

Customers have a variety of choices when shopping for products, so crowding your label with too many elements or excessive text may frustrate and confuse them.

Minimize Label Materials

Product packaging manufacturers are beginning to offer more options for thin labels that reduce the amount of materials you will need to consume. However, before you commit to any label long term you should be sure to thoroughly test its performance.

[7/29/2013]