When creating a new product, even one that’s just a mashup of older ideas that your company has used in different forms, there should always be a clear idea of whom you will be marketing toward. That notion can be reflected in every aspect of the product, including the packaging. But does your company know how to make food labels that do this successfully?
As this blog has mentioned before, hitting too closely on the mark when it comes to a product marketed specifically to one group can accidentally seem insulting. There may be ways to gear your food in the direction that you want without sacrificing subtlety. This can be important if you’re fighting against expectations, as the yogurt makers in that article tried to do with the male consumer.
For instance, a new chocolate-covered potato chip from Lay’s might sound strictly like bachelor food, but the company is actually trying to market this offering to twenty-something women, as its marketing director, Jennifer Saenz, told Bloomberg Businessweek recently.
“They are looking for those more indulgent, savory/sweet combinations,” Saenz said. To reflect that, the bag features cursive writing and a clear photo of the chocolate-covered morsels that are held inside. Only time will tell if this particular strategy appropriately fits the audience that the company is hoping to woo over.
By purchasing a color label printer, your company has the luxury of fine tuning its packages and presentation material as new marketing information comes in that can be put to use. This can be a method adopted no matter what type of container your product requires, be it a bag, jar, packet or box.
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