21. September 2022

Tips for label and label design

There is no facit when it comes to label design and label design. However, when designing packaging, there are some elements that can be beneficial to take into account. These design elements can help ensure that your product stands out in part, but also appeals to the right audience and purchase situation.

Before the design process

The product
Firstly, it is important to pay attention to which product the packaging/label/label should be designed for. Product category, quality and initiated pricing are essential elements to keep in mind before starting the design process.
The target audience
Perhaps the most important factor of them all: the target audience. The prerequisite for your product to be marketed is (a potential interested!) target audience. An understanding of who one communicates to, what one communicates through one's design, and not least insight into the customer's purchase pattern and behavior, as well as the decoding of information. For example, combine the more text-heavy label designs with the distinctly visual and graphic ones for the younger audience.
The competition
Thorough mapping of competitors' products prior to the design process can help optimize your product positioning strategy, including product shelf placement and visual appeal. All elements that have an impact on the choice of your label design and the overall picture of your product.
The packaging
The packaging itself also influences how much or how little creative expression the designer has. In this context, one typically speaks of the layers of packaging. The main purpose of product packaging — primary packaging — is to protect the product as you know it from the corn flakes package (plastic bag). Add to this what many would refer to as the actual packaging, namely the box — secondary packaging — where you typically find the visual communication. The nature of the product is therefore important for both the choice of packaging and the design possibilities.

Elements of the design process

Composition of colors, graphics, material selection, shapes and readability. All these elements must, in conjunction with the previous work, ensure that the label/label ends up with a design that is easy to decode for the target audience. See the items below:

Material
Before designing the label/label, it is necessary to take into account the material you are working with, as well as the advantages and disadvantages associated with the choice. For example, if you want an “old” or rustic look, colored paper with a rough texture (tactile surface) may be preferable. On the contrary, a clear/transparent label can help create a very stylish and 'genuine' expression via a “see-through” effect.
Fonte
As previously described, font selection is a critical element in how the target audience initially decodes your product. Fonte helps to create a mood and to communicate what you as a consumer can expect from the product. The elements of the fountain contain, in addition to a “reconciliation of expectations”, a requirement for readability. A (text-) heavy label will place high demands on the degree of consumer involvement in the product. Therefore, a light and simple font — combined with visual elements — may be preferable on e.g. FMCG products.
Graphics and color scheme
Colors and graphics are the elements that at first glance catch people's attention. In other words, it's what sets your product apart from the others on the shelf. The goal is to create recognizability with all the visual means available. Company DNA, product category and theme, target audience, competitors, packaging design and materials are communicated in other words and easily simplified using font, graphics and color.

Creating a good label or label design is therefore a process that involves many considerations and elements. Are you interested in hearing more about our approach to packaging design, feel free to contact us.