5 characteristics of a highly effective label
Labels are a key component to virtually all industries and can be essential to day-to-day processes. They suit a variety of applications, but for the most part their purpose is to provide information, whether it relates to a product, carton or pallet.
In the context of product labelling, the label can be the difference between someone buying your product or your competitor’s that’s next on the shelf. Research shows that more than 60% of brand decisions are made after the shopper has entered the store. What’s more, it then only takes two and a half seconds to make a purchasing decision — so understanding the key characteristics of highly effective labels is essential.
As manufacturers of tried and true labelling solutions for 50 years, we reveal 5 key characteristics of highly effective labels, and share how they can engage your customer and trigger a buying decision.
The key purpose of a product label is to communicate information with the goal of motivating a consumer to purchase your product. If this information is not readable or communicated clearly, or cluttered, the content on your label is going to waste and the potential for a sale lost. By using a readable font, appropriate language for your target consumer and a clear layout, the information conveyed on the label will be quickly and easily understood.
When there are 20 different brands of the same product clustered onto one shelf at the supermarket, it can be hard to pick one brand from the next. An effective label needs to attract the customer’s attention and be memorable. Consider the colour, font, graphics and even shape of the label. Another factor that can add an extra point of difference to your label is embellishments such as foiling or embossing. These embellishment techniques can help highlight particular parts of your label (like your logo), attracting attention and leaving a lasting impression with the consumer. It’s also important to design the label with the container and product in mind — whether the container is squared, tapered, rounded or squeezable, the label will need to be applied smoothly and complement its shape.
As previously mentioned, a label is used to inform. So, to be an effective label it needs to be able to appropriately inform the consumer with the necessary information, including nutritional information, warnings and instructions. However, being informative can go beyond what is required by law. It can include extra nutritional advice, accreditations or recommendations on how to use or serve the product (for example, incorporating the product into a recipe), which can surprise and delight your customer, turning them into advocates for your brand.
4. Right material and label finish
It can be an informative, clear and attractive label — but without the correct material, adhesive or finish (coating), it may not last to be able to communicate that information. Considering the application and expected life of the product in the selection of the label material and finish will ensure the label is fit for purpose and will perform in the conditions expected during the life of the product; for example, a product labelled and stored in a cold room or freezer environment, or a product exposed to an ambient to high temperature range. Additionally, adding a laminate or coating to the label not only adds an attractive matte or gloss finish, it also offers protection for the label against moisture (condensation) or scuffing.
5. On brand
An effective label can tick every other box; however, it still needs to remain true to your brand. Labelling that is on brand will allow consumers to easily associate brands to products and vice versa. Think of how distinctive products from major brands like Coca-Cola and Cadbury are, and how they stand out against rival brands in the supermarket. It also makes any new products from the same brand familiar to existing loyal consumers.
In a retail space it can only take a few seconds for a customer to make their purchase decision, so you need to invest in a label that will effectively capture their attention. The way to ensure this is by making sure you address the above characteristics and ensure they’re cohesive with one another. By carefully considering each element of a label you can also avoid the risk of it being ‘over-spec’d’ and ensure it will be cost-efficient for its application. Ultimately, having a highly effective label can provide you with the potential to improve sales and create brand loyalty with your customers.
insignia has a long history of making labels. We work collaboratively with our customers to understand their needs and develop labelling solutions tailored to add genuine value to their operations and build their market competitiveness. Discover how our labelling solutions can bring your brand to life and help your product stand out by visiting our website at www.insignia.com.au/labelling.
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