When you only have a few seconds to grab the attention and influence a customer to buy, your label can make or break that sale. Product labels capture the eye, educate the consumer, and reinforce brand messaging, providing an unparalleled opportunity for brands to engage and connect with consumers. As the product’s face, labels can be used to target a market’s specific needs. And because most consumers associate quality with appearance, the visual elements of a label should be as compelling as possible, requiring a comprehensive investment in its design.
There are a great many moving parts when it comes to designing a label. Logos, content, fonts and even colors can influence a buyer’s purchasing decision. In fact, according to the Global Journal of Management and Business Research, certain colors generate different responses in viewers, with each color having the ability to affect certain emotions. For example, blue is considered calming, green is associated with nature, and yellow is thought to be arresting. Furthermore, a label should instantly communicate what your product and brand stand for, as well as the personality of your company. Label appearances should also correlate with the particular retail distribution channel, i.e. a specialty store, a chain, or an individual. Additionally, labels should be aesthetically striking enough to capture consumer attention but clear enough to communicate relevant information to the consumer.
In addition, certain specific features, such as QR codes, can make labels more eye-catching, even interactive, providing an innovative way for consumers to interact with and/or acquire more information about a product. Requiring very little label space, QR codes can open up videos, messaging, instructions, and further product or brand education.
In the supplements and nutraceuticals sector, labels are even more crucial as conscientious consumers prefer to know ingredient specifics. This can be as simple as product certification keywords like ‘organic’ or ‘non-GMO’, or as complex and necessary as active ingredients and potential allergens. While labeling is a key form of advertising, designed to persuade customers to make a purchase, supplement labels must, of course, adhere to FTC guidelines which require product information to be “truthful, not misleading, and substantiated.” It’s safe to say– be clear, concise, and skip the hyperbole.
Here are a few other suggested guidelines to consider when designing supplement labels;
- Labeling (including the ingredient list) should be clean and simple.
- Authenticity is important, so designs should be original and straightforward.
- Don’t forget about trends or current buzzwords, such as ‘Sustainability’.
Additionally, in an increasingly eco-conscious world, using multi-use packaging keeps your brand rotating while saving consumers money. And incorporating packaging made from recycled materials or that can be recycled reduces carbon footprint.
Simultaneously attracting customers, marketing your brand, and conveying product information, labels are an essential communication tool for your business. And because customers know and appreciate good, authentic branding, they are willing to pay more for it.
At Deerland, we take the regulatory requirements of labeling seriously. Our regulatory team assists our customers in the review of their product labels, helping them ensure that their labels meet all regulatory requirements.