At Platinum Paper we supply the paper that label printers use to label your favourite products that can be seen on shelf every day.
Today’s consumers are faced with a huge variety of products on supermarket shelves, the appearance of which is a dominant factor when it comes to making purchasing choices.
A product’s packaging and labelling are two factors that can make the product more attractive to the consumer and will influence their buying intention.
PLAYING ON THE VISUAL EFFECT
It seems obvious, but unfortunately, there are far too many standard labels that look just like one another. It is important to know how to alter labelling to create a visual effect and attract consumer’s attention in an aesthetic way. But be careful. The focus on graphic design should not be meaningless and must portray the product image perfectly.
An example of creative and visual labelling with this concept is this bottle of olive oil, the designers simply had the idea to play with the label by creating a negative space. The label has been reworked to show a drop of oil that appears to be dripping down the bottle. It’s simple, but it’s enough for the consumer to identify the product at a glance and make the product stand out from the competition.
MAKING LABELLING A PRODUCT IN ITS OWN RIGHT
Beyond the aesthetics of a label, which remains vital to make an impression, the design can help to create a real user experience. Moving away from the traditional use for labelling to make it a true product in its own right, is the kind of experience that allows brands to remain well established in the consumer’s mind for the long term.
This is a great idea from an Italian wine brand who has differentiated itself from its competitors in a bold move. To “upgrade” the labelling on its bottles, the Librottiglia brand had the idea to turn the label into a mini-guide that tells the story and characteristics of each wine. This is an excellent brand experience for the consumer who can delve into the history of their favourite wines.
MAKING THE SIMPLEST OF PRODUCTS SMARTER WITH LABELLING
Sometimes it is not necessary to resort to complex technology or installations to produce a smart label. A simple label placed on the right product and with the right visual (or the right wording) can sometimes be enough to make it much smarter.
Take the example of this brand of avocados marketed in New Zealand. Because it’s not always easy to know which avocado to choose, this brand simply came up with the idea of creating a small colour-coded label that allows the consumer to know when the avocado is ripe. A perfect example that shows how a simple label, and a little bit of genius, can have a big impact on consumer satisfaction.
WHEN LABELLING IS HUMOROUS
Humour and emotions are also key to a good labelling strategy. 70% of consumers consider that emotions account for 50% of their purchasing decisions. And if it is easy to show emotions in advertising, packaging and labels can also be wonderful for promoting a product in a humorous way.
A striking example in this area is undoubtedly Innocent, the fruit juice and smoothies’ brand. The brand has developed a real marketing dominance focused on humour, which is featured on every bottle label. And if you take the time to read the information on the back of the bottle, you will often see word games and fun touches that add to the brand’s success.
Above are various examples that prove how labelling can also be part of the product design process. From a simple diversion to a complex transformation that opens the door to a new use, labelling is ultimately a much more complex and interesting marketing tool than we first imagine.
Give us a call today on 01-882 9378 to discuss all your paper requirements and how we can help make your label stand out in-store.