Any item needs a brand and label to be marketed. The label is one of the elements that reinforces and consolidates the personality of a product and that helps to transmit the brand along with the quality of the product or food content.
A food product placed on the supermarket shelf always requires a label to inform and sell. Therefore, it is important that the design contains an appropriate aesthetic and manages to transmit the values that the manufacturer wants through the label.
A product label should always incorporate accurate, effective and sufficient information so that the customer can know its essential characteristics before buying it.
But it is also true that as a marketing tool, it needs the power to attract the customer to buy it when placed in the relevant section of a supermarket. In many cases, a package determined by size or design accompanied by a well-designed example of a label triggers what is usually called impulse buying. That is, the customer sees something that was not on their shopping list and at the moment feels the need to acquire it.
There are some basic elements in the design of any label that used more or less effectively, will cause a greater degree of impact on the client.
What form should my label have?
It is essential to take into account the shape and dimensions of the container. Depending on both factors, the best format can be chosen: square, rectangular, round, etc. Consideration should also be given to the type of labelling machines which might be used to apply the labels, either in-house or by an outsourced labelling service.
What colours are appropriate?
To draw the attention of a customer who walks through the aisles of a supermarket, what is the most appropriate colour for a label? It will depend mainly on two factors: the colour of the container itself and whether it is transparent. In the latter case, the tonality of the product itself must be taken into account. In any case, make sure that the selected colours do not interfere in a negative way and reduce the visual appeal as a whole. Warm colours, for example, are more pleasing to the eye.
What else do I include apart from information and logo?
Background patterns or textures are important elements that must also be taken into account, as well as the graphics that may accompany them. They should be used and incorporated into the final design whenever they are justified, to reinforce the brand value that is sought to be transmitted.
The logo should also be incorporated in the most visible area of the label, in a size greater than the rest of the elements involved in the design.
What typography should I use?
It is recommended not to choose standard fonts such as Times New Roman or Arial. You should also avoid overused fonts. Maintain the coherence of the design as a whole but choose a new and different typography. The only limitation is that it should not hinder reading of the label.
Remember that a customer in a supermarket is surrounded by hundreds of products on both sides of the aisles and has limited time. It is essential that in 2 or 3 seconds they are able to read a handful of words. Therefore, the name of the brand or company, as well as two or three words that describe the product must be large enough to be read at a minimum of two metres away.
What should I know about the materials?
It has to be able to fit onto the material and the shape of the container. In the case of frozen or refrigerated products, water-resistant materials must be chosen.
Regarding the finish, you can choose between matte or gloss depending on the image you want to project. A matt laminate will always provide a more classic look as well as easier reading. The gloss, however, adds more impact to the colours that have been used on the label and gives a bright appearance.
Also, we must take into account another series of factors in the design of labels, as summarised below:
– Food products are required by regulations to provide consumers with certain information on the label. It is mandatory to indicate the ingredients used in its preparation, in descending order (from highest to lowest quantity). Additives, sweeteners, flavours, gases, allergens, etc. should also be indicated. It is recommended to review and read in full the regulations that have been published on this matter.
– Incorporate contact information. It is advisable to place a customer service number, a website and a physical address in some area of the label.
– For certain products, it is advisable to use a front label and a back one because they allow the separation of information of the brand and the nutritional and regulatory information.