The label helps to distinguish your product amongst others, emphasizes the status of the product, environmental friendliness, attracts attention, and promotes the brand. And every manufacturer understands the importance of a label or packaging design for promotion of their product on the market.
Of course, professional designers are helping to realize the wishes of the client or embody their own ideas. But sometimes it is difficult to choose the most appropriate option. Or it may happen that the supposedly perfect design of the label does not justify expectations when marking a product. In this article, we will try to outline the basic design elements that will help you choose exactly what you need.
The basis of the design is the color. 60% of the first impression of the product is formed basing on the color of the label. And 85% of buyers choose the product based on color preferences. Let’s briefly review the basic colors.
Associations - love, education. According to psychological studies, pink color soothes. The funny fact is that as a result of consumer choice research, psychologists have determined that bakery tastes better from pink boxes or plates.
Associations - audacity, passion. The red color is used to quickly attract the attention of the consumer. The red color has the ability to increase metabolism, thus causing appetite. This color is chosen by emotional people.
Associations - welfare, entertainment. Orange most attracts children's attention. The softened orange subconsciously is also associated with the availability, low cost of the product.
The associations are joy and optimism. Yellow shop windows are most conducive to the buyer for entering. Yellow is the most visible color from the entire spectrum of colors. It is chosen by cheerful people.
Associations - nature, growth. The green color is usually used to indicate the product's naturalness, environmental concern. Green will be chosen by clever, balanced personalities.
Associations - confidence, security. Dark blue or blue color symbolizes productiveness. This is a color for melancholic people.
Associations - success, imagination. Violet or purple color is used to expand the imagination. Such color is liked by unstable personalities, lovers of fantasy.
Associations - reliability, comfort. Often in the advertising industry brown is chosen as a background. Brown color is chosen by conservative people.
Associations - elegance, power. Usually black is used to suppress other colors and create contrast. It is considered as the color of sophistication. The funny fact is that people subconsciously perceive black boxes heavier than the white ones.
Associations - purity, creativity. The white color directs attention from one element to another. It is best to use this color with the triad colors - blue, green, and red.
A combination of colors
Associations - diversity, openness. Using different colors allows you to emphasize or hide certain elements. Studies have found that if the consumer's perceptions of a black and white image are 100%, then the effectiveness of the perception of a two-color image increases by 20%, and multi-colored - by 40%.
But how to mix colors to achieve the best result? There are some tips.
Below is a color palette that will help you to understand the color compatibility.
The colors in front of each other are contrasting colors. Colors nearby – analogue colors. Analogue colors muffle each other and create a relaxed visual effect. Their using is only possible as the background.
The using of contrasting colors helps to highlight certain elements. This is especially working well for graphic images. But be careful about the excessive use of these colors.
In general, the degree of deterioration of perception of color combinations are in the following order:
|1. blue on white;||2. black on yellow;||3. green on white;|
|4. black on white;||5. yellow on black;||6. white on black;|
|7. green on red;||8. blue on white;||9. red on yellow;|
|10. white on blue;||11. red on white;||12. blue on yellow;|
|13. orange on black;||14. yellow on blue;||15. green on white;|
|16. orange on white;||17. white on green;||18. red on green;|
|19. brown on white;||20. white on brown;||21. brown on yellow;|
|22. yellow on brown;||23. red on white;||24. white on red;|
|25. yellow on red.|
Although, as we already said in the beginning, the using of two colors is not effective enough. According to researchers, it's best to follow the "rule of the three." The three colors are perceived more merrily, more effectively, demands of different consumers are better satisfied.
But when choosing the base color of the label it is also very important to take into account the color of the package / container and the color of the product (if it is visible in the package). Here is an interesting example of how the color of well known drinks is in harmony with packaging and label. Of course, it's great if the bottle cap coincides with the label color. But here's what happens if you swap drinks in bottles (see photos). It is amazing how less attractive the product became at once.
It is also important to understand the compatibility of the label design and logo. If the logo is colorful, then it does not always look appropriate with a graphic or a black and white image. And vice versa.
Pay attention to the readability of the text. If you want to place a large picture on the label, it is better to place a big amount of text in a separate container, or in such a way as not to close the image. Otherwise, the label will be unreadable, look "dirty", "messy", and therefore, the consumer's confidence in such a product will not be high.
To improve readability, only individual elements can be highlighted in color. For example, if the label is dark, but you need to place a barcode or focus on a particular part of the label, a white or lighter color box is done.
In addition, you can create the design, using special materials. For example, so-called structural wine paper can create an environmental friendly effect. Pastel colors of such labels cause openness and serenity, have a calming effect. They are also often associated with spring, femininity, and therefore are often used for cosmetics products.
Nothing is more attractive than something shiny. You might want to try silver or golden metal labels. They embody quality, which makes them an ideal option for premium product marketing. Try to use silver to show charm and refinement. Silver is also often associated with water, causes a decrease in anxiety and brings harmony in a mental, physical and emotional way. Gold is associated with elegance, is more symbolic for luxury and quality than its counterpart. Gold is also considered to be more masculine.
For handmade products, the creation of a natural or rustic effect ("product from the flowerbed"), wrapping paper (brown kraft) is an ideal option. Brown color can help your product really stand out and suits perfectly for a product that is, as they say, "made-with-love." These labels also contribute to the feeling of reliability and comfort that provides a brown color. But if your company works with a cardboard, these labels may merge. Sometimes this is what designers are looking for, creating a smoother appearance of packaging and labels.
The minimalist approach is a modern trend and an easy way to show your customers that your product is what really matters. In addition, the transparent label informs about the openness and transparency of your business. Labels on a transparent film allow you to view the goods in the package, create the impression of the purity of the product. They create miracles in combination with cosmetics, drinks and food.
More information about materials and their using can be found in another article "Materials Used for Printing".
Hope this article was useful. But if you still have doubts, our experts will gladly help you to create a design of labels or packaging, embodying your wishes and advising the material that will best suit your sphere of application.
Commercial director of "Kraplak" Ltd.