Product labels are different to regular in-store signage, as the customer actually has your product in their hands when they read the product label, and while they might have seen your website, your store front and your flyers, the product label must send out the right message. Branding is the ability to constantly put your image in front of the consumer, and this should be reflected in the design of your product labels. Here are a few design tips from the professionals:
- Keep it Simple – This certainly applies when you are putting information in front of a consumer, so a plain logo and perhaps a one-line message, the more complex your branding is, the harder it is for the consumer to process and understand. Stick to your favoured colour base and use the same font, with a contrasting shade if possible, and with the right repetition, the consumer will soon be able to identify you and already understand what you are about.
- Quality Labels – Whether product sticker labels (called สติ๊กเกอร์ ติด ผลิตภัณฑ์ in Thai), or shelf signage, the quality of the medium should be apparent, and with an online search, you can be talking to an established label designer and printer. They have a wide range of materials that can be used for product labelling, and are always willing to advise, should it be necessary.
- Don’t Follow the Trends – When designing product labels, avoid following popular trends, after all, you are trying to stand out, to be noticed, and following a particular trend is not going to do anything to separate you from your competition. Certain principles should be followed; food products, for example, should be visible through the wrapping, and if that doesn’t work, a high-res image would be fine. Identify the conventions in your product band and try to adhere to these, while at the same time, standing out.
- White Space – Some label designers will view white space as something to be filled, yet when this in used in conjunction with dark colours, white space can have quite an impact. Your white space should be seen as the base background, which gives the right foundation for colour and text use. White space is ideal if you want a minimalist look, while white is a soothing colour, often used with baby and skin-care products, and it can radiate trust and reliability.
- Illustration – Often overlooked, a stylish hand-drawn illustration can have the right effect, and by consulting with a good product label designer, you can be sure to have the right balance, and for a small investment, you have branding that sends out the right message. Colours should be explored, and with today’s technology, any shade is possible, so talk to the printer regarding colours and experiment a little.
Designing your product labels is a serious business, and if ever there was a time when you needed professional input, this would be it. Discuss various options and explore with everything, and with the help of an experienced product label designer, things will fall into place and your labels will be a strong feature in your branding strategy.