When designing a packaging strategy, it's important to ensure your food and beverage labels are memorable. Creating a look that resonates with your audience is critical, because whether you're selling items online or in stores, consumers will look for visual stimulation before making a purchase decision. If it's been a while since you refreshed your labeling, it may be time to consider your options.
Modern design: Simple but memorable
While you may not have shifted to a digital retail model, especially if food or beverages are your main product lines, there is no denying that online sales have transformed the ways people think about products. Perspective: Branding's Simon Thorneycroft, writing for Packaging Today, recently expounded on the design trends that have swept the world of retail based on online sales.
When items are viewed online instead of person, they appear as small images in a space devoid of context clues. This means it pays for brands to keep it simple. While you may be tempted to take this concept to an extreme and cut your design down to a few key elements, Thorneycroft noted that there are other considerations. For instance, you should ensure that your new look is still distinct from other brands, and that it's not so stripped down that it looks tacky when displayed in person on store shelves.
Design remains relevant
The quest to design a more compelling package is a major part of your branding efforts, and therefore reinvention is worth your time. Mintel research placed planning for e-commerce among its top five predictions for packaging and label design in 2017. This may mean a commitment to simple and instantly recognizable packaging, but not necessarily at the cost of complex or interesting information. The same Mintel survey named entertainment and storytelling as a focus area for the year ahead – you'll have to keep consumers interested in what your products are all about.
Taking label printing in-house
If your brand is considering a label revamp, there's one extra pressing question to ask: Will you handle the production of the labels yourself or outsource the work? If you opt for the former approach, attracted by the independence and flexibility, you'll need a printer that can stand the strain of a professional-grade labeling effort. Consumers may be put off by labeling that seems amateurish or under-thought. This is where the Afinia L801 can make its mark felt. Check the L801 out on our U.S. website by clicking here, or go to our Canadian site by clicking here.