One of the constants in the packaging design space in the past was that your labels will be seen by customers walking the aisles of their local stores. Today, however, many of your products will likely go to consumers who find them online. Their first physical interaction with your labels will be taking them out of the box once they arrive. This means that while the objective of label design is still the same – to seize the customer's attention – the strategies you employ may be different.
Does e-commerce make a difference
Packaging World delved into the questions that naturally occur in the online retail age. For instance, should brands stick with one label design or go for different options online and in person? The source quoted SC Johnson & Sons Head of Global Design Peter Borowski, who explained that shoppers are interacting with brands across a number of channels and devices – online, in person and mobile. This means that to be recognizable and make an impact, brands have to create one image rather than have a different look for each channel.
There is power in having a design that looks good both online and in person. Shoppers can pull out their smartphones to read reviews of the item online and then find it on a store shelf, and it will carry your brand's trademark look in both places. Borowski explained that labels are a huge source of brand identity for companies. Creating a resonant design that works in many different settings is a great way to establish your company in the modern multichannel marketplace.
Simplicity a must
While the focus on online sales may be pointing companies toward vibrant imagery that doesn't require shoppers to zoom in, the need for simple, resonant images is relevant even in person. A separate Packaging World overview – this time on "retail-ready" packaging strategies, such as shipping out items in cartons that transform immediately into shelf displays – urged designers to make labels simple and resonant.
What does it mean to create a label that resonates? Potentially, it can be based around a single image that seems to leap off the shelf. Furthermore, when you want to use words to tout a feature of an item, a single declaration can do the job. Think of labels that say "NEW!" or "IMPROVED!" These packages will look good in stores or online, up close or far away.
When you're designing labels for your bold and eye-catching products, it pays to have a high-quality printer to realize your vision. Check out the Primera LX900 Color Label Printer here if you're in the U.S. or here on our Canadian site.