Your average Australian supermarket carries approximately 40,000 different products. When every product is vying for consumers attention, how do you ensure your product cuts though the noise and stands out from the rest?
Driven by impulse, research shows that consumers take only two and a half seconds to make a purchasing decision and read on average only seven words during an entire shopping trip. Instead, buying products instinctively based on brand recognition, colour and shape of packaging. Therefore, how a product is labelled is a key driver behind a consumer's purchase decision.
Effective product labels should emphasize your brand's DNA and evoke a memorable, emotional response…all within 2.5 seconds. Product labels that encapsulate these characteristics will have the most successful shelf impact.
Emphasis your Brand's DNA
A brand's DNA is made up of the core values and beliefs that captures who you are as a brand, what your product is, and what your brand stands for. Your label should be a cohesive part of this identity, and accurately represent your brand's story. Bringing your brand's DNA to life can be achieved through colour, label face stock (top layer of the label) and embellishments.
When selecting your label face stock and embellishments, reflect on your brand's primary characteristics and personality. Does your product offer environmental awareness? This can be represented through a biodegradable face stock. Perhaps luxury is a key brand characteristic - this can be expressed through foiling embellishment, or simplicity can be achieved by using a clear face stock.
insignia offers a range of premium-labelling face stocks and embellishments from cold foiling (designed to deliver high quality and cost-effective metallic printing effects), two side printing, to UV Flexo and UV lamination. Labels that stand out on a crowded shelf by instantaneously communicating to consumers your brand's DNA will have the most successful shelf presence.
Colours Evoke Emotions
Consumers subconsciously make judgement within 90 seconds of viewing a product. Further to that, research shows that 62-90% base that judgement solely on the product's colour. As 85% of consumers attribute colour as the determining factor when purchasing a product, it is evident that colours used on your product label play a role in affecting consumer emotions. Consumers act when a brand makes them feel something. Therefore, the colours that you choose for your label should project a deliberate subconscious message to attract your target audience and prompt them to choose your product.
Ensuring consistency of tone, colours and graphics not just on your labels but across your branding is critical in building brand credibility among consumers. Consistently maintaining these elements of your brand's identity can eventually be the iconic differentiation that set your brand apart from the rest. For example, you see a red and white swirl and instantly think Coca Cola, or automatically associate the colour purple with Cadbury.
At insignia, our team of experienced graphic designers work directly and collaboratively with you to assist with label colour and die recommendations, as well as label design and layout. Working closely with our certified printers throughout the label making process to ensure your labels create a lasting impression on the shelf and in the minds of your customer.