After the effort involved in starting
up a new product, then comes the effort of deciding what the image of this
product is going to be like in the market, a key decision upon which good part
of its sales success depends.
Given the
importance of the label for the sales possibilities of a re-vamped or new
product, we have summarised some fundamental concepts when developing a label; advice
that is fruit of the experience gained in works carried out alongside our
clients and their marketing departments or marketing and graphic design
agencies.
1).-Who am I? Apply the Elevator Pitch technique to
your product:
If you only have
20 seconds, how would you present it? what do you want to highlight most?, is
it clear who it is targeted at?, what is it’s use?, what makes it different
from the rest?.. it is essential that the key product information is visible
and quickly understandable.
2).- How do I dress?:
Yes, we haven’t
made a mistake in the title... designing a label is "dressing the product".
Just in the same
way we adapt our clothes depending on the circumstances, the same should happen
with the product.
It may well be
the case that there are already graphic elements (images, typographies, etc..) that form part of the
brand’s corporate image and it is in our interest to keep them, but it is also
important to consider the product’s own independence, more so in the case where
the manufacturer has a wide range of products. Will I dress the same for a kid’s
party as when I practice sport? The same happens with products.
For example, if
we are looking at a product for youngsters we should think; are we interested
in getting the children’s’ attention or are we interested in getting their
parents’ attention? and what if the product is for children but also consumed
by sports people, as happens with some juices or concentrated fruits? In this
case we evaluate what will be the “final clothing” apt for our target, whether
defined or for various.
The general
appearance of the product through the label image should help to attract the
public for what it is created for, and this should be reflected in the colours,
images, typography and also in the label’s final finish.
A clear example
about the subject of finishes: If the product is going to be submerged in water
at any point, we should consider a waterproof label.
3).- If brief is good, twice as good
. Communicate
the benefits and uses of the product
. Comply with
the standards corresponding to labelling
. Inform about
the product’s composition
.....all on a
relatively limited space like a label. In order not to saturate the consumer
with information and end up with a label full of text, it is important to
synthesise the information to be included to the utmost.
If, given the
product’s characteristics or those of the target market, it is impossible to
leave text out, then we should consider using one of the multi-page labels or a
peel off label as the main or secondary label. That is why it is important to
know the options in materials and finishes so as to establish the label’s
design in one way or another.
4).- Choosing a good professional and a
multidisciplinary team to develop the label
The choice of a
good professional is the key for the label to meet its objectives from the
design and communication point of view. Once this professional has been
selected, it is essential to work in a team.
Our experience tells us that if
you work in a team (product manufacturer, director of marketing, external
agency or graphic designer and supplier of labelling solutions) the result will
be much closer to being a success. The gathering together of know-how and the
interchange of ideas will mean that the label will end up fulfilling all of its
requirements.
5).- Printing and Materials:
Technologies,
materials, finishes are the tools to achieve the final result, but there are
multiple combinations! how can we know
which is right for our label?
Let’s go back to
the previous point: Teamwork
To choose the
final finish for the label we will need to have the technical assistance given
by the label manufacturer.
For this very
reason, at IPE we believe and defend our work methodology
called “Laboratory of ideas”, based on just that, teamwork, and aimed at
offering the latest developments in our sector, materials, inks, printing
processes, etc.. with the purpose of developing new products as well as
customised projects.
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