Do your food labels match the official brand font?
Food companies can spend lots of time coming up with a logo or official brand name, and this typically includes the typeface used for displays. To ensure brand consistency, all affected products need to display the same font and make it clear they refer to the same things. Custom printed labels makes this process smoother, since they will have the business' sanctioned, signature look.
A lot goes into a distinctive font, but much of it comes down to color and placement on the piece. Choosing a distinctive and appropriate color that matches the stock of the label and its background helps emphasize the product name, its official brand and other important details. A name that's a little off-center could grab attention and convey a sense of fun and liveliness, if used correctly.
PSFK recently profiled a company with a vibrant public image rebranding associated products. Southwest Airlines has revealed images of snacks, pins and other merchandise that will be affected by a planned redesign called "Heart One." This includes the development of a special typeface called Southwest Sans that is bold, rounded and rendered in starkly contrasting soft colors.
Dan Rhatigan, a type director with the company that has helped with this initiative so far, described what values the new rebranding process is intended to communicate to others.
"The typefaces need to have a personality that encourages the friendly spirit and interaction that is essential to Southwest, but also have a neat functionality that shows that the company is responsible and accountable," he said.
Getting this balance right can take time and experimentation, which also involves adjusting the current labels to better effect. Working with in-house printing solutions gives businesses the chance to produce labels on their own time.
Know what to emphasize on a Riesling wine label
Wine labels need to be easy to remember if they are to make a significant positive impact on the buyer. Since many different classifications of wines exist, wine producers have to highlight the right characteristics on their bottles depending on what kind of wine they are selling, and customize their label content accordingly. By using a color label printer, companies have more control over exactly what their labels will look like and can highlight important language and label features to their benefit.
An article for Wine Enthusiast by Anne Krebiehl recently looked at some of the specific elements that apply to labels for German Riesling wines. Common terms and regional references tell the experienced purchaser a lot, but might also alienate less familiar customers. In some cases, how prominently winemakers decide to display different words or lines of text is up to them, as is whether or not they choose to translate foreign language.
For example, Krebiehl defines the German words that denote classification and style. "Trocken" technically means "dry" but doesn't necessarily mean that a wine is dry be default, while Prädikatswein beverages can be ranked on three varying levels of dryness, from "Kabinett, "which has "pronounced aromas and very restrained alcohol" to "Auslese" featuring "more body and substance. German wine labels are complicated, Krebiehl notes, because they have conflicting rankings that apply to different categories.
Following this style, producers could use labeling systems to make pieces for wine bottles that tell customers what they need to know and are still colorful, attractive and distinctive. Being familiar with the typical patterns of wines in the same family or style will help winemakers know what their audience will expect and what the industry requires. With good labeling systems, it's easy to meet all requirements in one single effective piece.