Your labels should increase sales, build your brand through its design, and link it to the product. They should also improve customer experience through practical and informative functions. Let’s take a quick look at five things to consider before designing your label.

#1: The colours on the label can impact the customer experience

Product design, packaging design and label design have a lot in common, and colour choices are incredibly crucial.

You may have heard that consumers can react emotionally to colours? Although scholars argue about whether this is an exact science, there is a consensus that colours can have a neurological effect – whether the associations are learned or innate.

For example, green tones are often used to sell products that should be perceived as healthy, fresh and environmentally friendly because most associate green colours with nature or something natural.

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Different colours give different associations:

Yellow: Freshness, energy, youthfulness and a fresh start.
Red: Passion, care, unity, power, anger, forbidden, strength, maturity and courage.
Orange: Warmth, enthusiasm, happiness, motivation and youthfulness.
Pink: Playful, childish, feminine, fascinating, attractive, safe and caring.
Blue: Clean, soothing, integrity, responsible, self-confident, honesty, financial and clinical.
Green: Health, growth, relaxation, encouraging, revitalising, stable, natural and organic.
Purple: Quality, exclusivity, creativity, inspiration, compassion and ethics.

Influencing consumer behaviour and associations with colours is a very effective tool, especially when you have identified the emotions and lifestyle that your target audience is attracted to. With a holistic approach to colours, you can communicate the same feelings throughout the label, packaging, component and brand.

Read more: The psychology behind labels that sell

#2: You can add features to the label itself

A label can carry more than just a logo, product name, product information, or brand itself. And we're not just referring to the countless different textures and finishes, but also purely practical functions such as:

  • Peel & Read
  • Reseal
  • Security features such as watermark and micro texts
  • Smart functions / Interaction / QR codes

# 3: The label's shape can create important associations

The shape of the label usually depends on the shape of your product component, but it can also trigger some interesting associations from your potential buyer:

Triangle: A message, warning or reassuring.
Circle: Mysterious, feminine or solid.
Rectangles: Security, strength and discipline.

When colours, text and other design elements are added to the label, associations may change. Still, it is wise to be aware of this potential at an early stage before designing your label.

# 4: Cost-efficiency methods within labelling

Price is always an important factor, regardless of the size of the company. Feel free to consider the following questions – related to cost-saving measures and solutions – before meeting with a label supplier:

  1. Size and shape: The more utilization of the material (web), the less waste you’re creating and the more efficient the label becomes.
  2. Shape: Can the existing shape be used, or will new ones be required?
  3. Material selection: Do you require standard materials or specialized materials?
  4. Design and colour choice: Will your labels require standard CMYK colour or unique colours?
  5. Effects: Should added effects such as metallic shimmer or tactile texture be used?
  6. Co-production: Are there other labels in the same format, design and material on the production line?

Read more: How mono-materials in labelling contributes to a circular economy

# 5: Consider your choices of material, adhesive, application and use

Finally, you may want to think about the practicalities of label production.

The choice of label type, material and adhesive can, of course, affect how the label fits and adapts to your product. These are questions you should consider:

Type of label: Is your product for personal care, home care, automotive, food, drinks, etc.?

Material: Plastic, bio or paper and what kind?

Adhesive: Permanent, removable, for humid storage or freezing?

Application: Automatic or manual application?

Durability: What type of impact do you expect through the full supply chain?

If you are a business owner or a product manager, it certainly helps to have an overview of your labelling possibilities. But remember – you do not need to know absolutely everything about labels to get started. Some of our clients prefer to make all their labelling choices themselves and simply place their order, while others want our guidance throughout the process – even before their packaging is developed.

Once you’ve developed an overarching idea for your label, it’s crucial to ensure that the technical side of the design – whether it’s created in-house or by a separate design agency – is functional for your product component and production process.

Nevertheless, it is still our responsibility here at Skanem UK, as a label manufacturer, to ensure that the labels meet your needs and are best suited for both your business and your products.

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