I recently put together an infographic that pointed out just how important it is to invest in high quality product labels. During my research for the infographic, I learned that 70% of consumer purchases are made while shoppers are standing at the shelf, 85% are made without even picking up a competitor’s item, and 90% are made after simply looking at the face of the packaging. While I do try to look at the nutritional labels on many items, I realized that I do make most of my purchasing decisions simply by looking at the front of package (FOP) label, and rarely even pick up the item before deciding to purchase. If you think about it, you’ll probably realize you do the same.
For this reason, it’s important to make sure you’re doing everything you can to product high quality, effective labels that will get your product selected over the competitor. Check out these 3 label design mistakes you probably don’t know you’re making.
- Designing for someone other than your target audience. You can’t be all things to all consumers. It’s important to clearly define your target audience and think in terms of what THEY would be drawn to. Get a clear understanding of your customers’ wants and needs. Consider the psychology of colors and what messages your colors are sending to your audience. Even carefully consider the selection of fonts. Remember: it matters less what YOU like and more what your AUDIENCE wants.
- Missing consumer trends. Be aware of the current trends in the market. Currently, many consumers are concerned about using all natural, organic products. If that is something that applies to you, you may want to place a USDA organic label on the FOP label on your product. Don’t miss out on a prime opportunity to generate sales because you aren’t fully aware what trends are going on in your industry.
- Viewing an oldie as a goodie. It’s easy for brands to think that just because their brand is established and recognizable that it doesn’t need to be updated. However, you should avoid becoming complacent with your labels and packaging and recognize that even the largest brands need to be revitalized with new labels from time to time. (Coca-Cola, Budweiser and Miller Lite all demonstrated this with recent updates to their product design.) Re-evaluate your products and give a reason to pick your product off the shelf (remind them of your unique selling proposition on your FOP label!). Chances are your product will wind up in the consumer’s shopping cart.