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Labels’ Colors Impact Shopping Online & In-Store
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Labels’ Colors Impact Shopping Online & In-Store

According to this article by Packaging Europe, colors are the most significant factor in attracting customers to your product. This is good news for creating a compelling design for both e-commerce and in-store shopping.

Enhance Color on Social Media With Vibrant Backgrounds

Regardless of what your label looks like in-store, social media is a challenging arena. Techniques aren’t nearly as engaging in images as they are in person, and most of the time neither is color. With so much other competition and colorful posts, a simple white background doesn’t do as much for your product as a colorful one.

 

Something to note is the popularity of a brand aesthetic challenging what works for imagery on social media. If a bold background color doesn’t work for your company page, try using a color that pulls out the hues in your label while also adhering to the overall scheme.

Brewhouse beer - Great Lakes Label - bright blue background colors

Pull Out Colors On Dark or Neutral Labels

For many industries, predominantly white and black color schemes are the norm. Pull out accents with your background by complimenting or contrasting colors used on your label. As you can see by the above image, the blue background pulls out the blue in the title, “Brewhouse,” while it also contacts the orange pumpkin. Use Adobe Color for a free, quick method of finding which color will work best.

 

Duff beer label by Great Lakes Label - orange background

Make Vibrant Colors Pop on Bold Label Designs

This label offers vibrant greens and yellows that already pop off the dark brown bottle. Online, however, the colors aren’t as compelling as in real life. Again, use Adobe Color to find what background will pull the vibrant scheme together while making it pop from other posts in the newsfeed.

Labeling 101 Resource Center blog button Great Lakes Label - high qualityEnhance Colors With Innovative Labeling Techniques

Not sure how much of a difference labeling techniques make? Check out this blog where we compare the same label with and without various innovative labeling techniques. Even just the digitally altered results will shock you.

Swarm R&D label by Great Lakes Label - gold colors enhanced with foiling and tactile screen

The above Swarm label features a lot of golden yellow hues. First, the background enhances that with a metallic stock. It creates a realistic, rich gold that shines online and off. Then, a tactile screen over the swarm title makes the color glisten in the light in a different way from the stock. While this technique doesn’t wow online, it does in-store. Foiling also creates this beautiful shimmer.

Learn how to use marketing strategies to create labels that will delight customers! Download our e-book, The Marketing Guide here.

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Jackie Jorgenson

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Download Our New Inks & Coatings E-Book!
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Download Our New Inks & Coatings E-Book!

Inks and coatings are crucial elements to label design. They also can often be an overlooked part of the design process. Luckily, we recently released a new e-book which explains all ink and coating techniques Great Lakes Label offers.

This guide includes information on the following:

  • Differences between solvent-based ink and water-based ink
  • UV Ink
  • LED curing systems
  • Varnishes
  • Coatings & Sealants
  • Deadeners & Release Coatings

Great Lakes The Resource Guide To All Things Inks & Coatings

How To Use This Information on Inks in Your Next Label Design

The information contained in this e-book will help you understand what makes a resealable label, a label tab, some innovative labeling designs and more. The next time you go to design a label, you’ll be armed with more information to create a design that truly delights customers. Whether that be a fresh product, a haptic packaging experience, or quality color that doesn’t fade.

 

Learn more about the labeling solutions Great Lakes Label offers.  We offer a variety of inks and coatings that create a label that excites customers. Download our e-book, The Resource Guide To All Things Inks & Coatings.

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Jackie Jorgenson

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Build Customer Relationships Through Effective Label Design
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Build Customer Relationships Through Effective Label Design

Building a customer relationship is an effective way to ensure return purchases. Humanize your brand through captivating labeling. Create those instantaneous connections through personalized imagery and innovative labeling techniques. Take simple, but also meaningful steps in creating designs your customers will love.

 

For me everything is happening right here in Grand Rapids. Looking back on this past year I’m so thankful to live in this city and the opportunities to continue growing The GR Guide. Thank you for following along on this adventure and cheers to 2018! 🍾

471 Likes, 6 Comments – The GR Guide (@thegrguide) on Instagram: “For me everything is happening right here in Grand Rapids. Looking back on this past year I’m so…”

 

Lifestyle Marketing

Take a look at local influencers in your area. The above image is the best nine Instagram posts from The GR Guide.  Notice how many local products and businesses are featured in their top nine images of 2017. By collaborating with local entrepreneurs such as social media influencers, you expand your reach and connect with the community on a more intimate level.

Create personalized, promotional, one of a kind labels for collaborative prospects like these. This also is a fantastic way to create a community connection at special events. Even use their event hashtags in your design. As you may notice (particularly if you’re a Grand Rapidian), two of the best nine images shown above are from ArtPrize. ArtPrize is the biggest public art event in the world, by the way. So, local businesses who create ArtPrize specific labels for their products during that time are taking advantage of the buzz.

 

Great Lakes Label R&D label - creating relationships through imagery using local sites

Tell a Story With Your Packaging & Connect With Locals With Impactful Imagery

On Monday we looked at ways brands tell stories with their labels. This is done through imagery, using a small section of space to write a short story, and through connecting customers to content with labeling technology. Again, locals make connections between your label using local sites, and their memories. They see what values the company holds. Or, they get a behind the scenes look at how the product was made, demystifying and informing them.

 

Labeling 101 Resource Center blog button Great Lakes Label - high quality

 

Social Media & Labeling Technology Nurtures Relationships

As mentioned above, your customers are going to social media to share their experiences with brands. This is far more prominent in social media influencers, but also a part of the average user’s posts. Create hashtags for your label design to engage with your customer base. By giving your label a call to action, you give your brand an opportunity to nurture customer relationships. A secondary label specifically for the call to action is a great way to include the information without redesigning the label. It also prevents removing and reapplying labels (or also over-labeling).

Label Gator Booklet-style label with secondary label featuring live stream invite call to action

 

Instead of cultivating a generic release, creating a call to action allows individual engagement on social media. Create a contest associated with the promotion to garner more response. Then, create an on-going dialogue with your biggest fans. What can you offer them for their loyalty? Sharing their post on your social media page? Coupon code for a discount on thier next purchase? A special message from the heart in response? Whatever you do, make it sincere. Show them that you appreciate their loyalty.

 

Create Event Oriented Calls To Action on Your Packaging

It doesn’t just happen on social media, however. Foster relationships by getting customers into your store.  A secondary label, as mentioned, provides a simple way to display event information. Instead of the need to incorporate a link, it acts as a small ad your customers will take home with them. If the label is small enough and uses removable adhesive, it allows customers to apply the label to their calendar.

Keep the label design simple. What is the most important information they need to know about your event?

  • Date and time
  • A hook – brief explanation of what the event is about or how it will solve a particular problem they have
  • Where the event is taking place

If there is a custom web page for the event, a link is great, but not necessary. Take the above horticulture secondary label as an example. The address is unnecessary when there is only one greenhouse store location. It just shows date, time and the hook. Customers don’t nees a web link or QR code when they already know how to find the greenhouse’s Facebook page. Simple, but effective.

 

Haptic Labeling Creates Positive Associations

Haptic labeling is labeling that engages the senses. Studies show that by engaging certain memories, customers will create positive associations with your brand. If your label has a velvety smooth texture, they’ll feel a sense of comfort. So, use subtle ways to engage positive associations.

Great Lakes Label Wine Traders' Labels - Moya Bordeaux, Gaby, Gaby Cuvee, DuPark

Here are techniques Great Lakes Label offers which will enhance brand associations:

The Power of Instant Redeemable Coupons (IRCs)

Show your customers that you appreciate their patronage by giving back. Add a removable Instant Redeemable Coupon (IRC) to your packaging. It enhances the customer’s shopping experience while encouraging them to return to your store. IRCs also give you a leg up on your competition in the grocery aisle. When given the choice to receive a discount or not, the decision is a simple one.

 

Again, social media plays a role in connecting with your customers when they post about using the voucher. Also, promote the label on social media to let followers know how long the promotion will last. You create three routes of relationship building with one promotion. Social media discovery, the positive association in the grocery store aisle and the follow up purchase using the discount.

Heineken Label by Great Lakes Label

 

Are you interested in learning more about what Great Lakes Label offers, or how to incorporate these techniques into your label design? Get label samples to see these techniques in person!

Get label Samples CTA

Jackie Jorgenson

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Tell A Story With (Or On) Your Label
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Tell A Story With (Or On) Your Label

Every company has a story. In fact, every company has many stories. There’s the history of the brand as a whole as well as all the smaller, more specific stories along the way. On top of these personal anecdotes, there are the stories worth sharing that have nothing to do with your brand’s development. Instead, the story’s purpose is to connect with your customers on a deeper level.

So, what kind of stories are we talking about?

There’s story of why the customer is using your product, there’s folklore, and pop culture references that represent your company’s branding. Or, even the story customers make up for your brand when they look at your label. Haptic labeling techniques play a role in bringing this immersive story to life. More on that later…

Even by controlling the story your packaging tells, you don’t control how your customers will interpret it. Instead, you communicate your core principles. You develop an overall impression of the company’s capabilities, focus, and what drives it forward. It connects your brand to your customers on a deeper level right there in the grocery store aisle. Instant impact.

 

Great Lakes Label's R&D Chardonnay Label with story - left sideGreat Lakes Label's R&D Chardonnay Label with story - centerGreat Lakes Label's R&D Chardonnay Label with story - right side

Tell a Story On Your Packaging With or Without Words

Uncle Ray’s potato chips are the perfect example of a brand using packaging space to write a story. Each flavor offers a different piece of the puzzle, enticing customers to buy another bag. Better still, each short story provides a clear picture of Ray and his core values as a business owner. You get to know the person while you get to know the brand.

Stories don’t have to be told with words, however. Take a look at the above R&D label designed by Great Lakes Label. This design features a local photographer’s beautiful image of a lighthouse on one of Michigan’s Great Lakes. Imagine being a Michigan-based customer looking at this label in-store. The picture communicates that the brand supports local artists, is a proud Michigan business, hopes that you, the buyer, will feel relaxed and carefree when drinking. It’s as though you’re at this beach just by using the product.

These three pieces of story-oriented information are communicated with single a glance. That is the power of using impactful imagery. In this case, it’s only effective for Michiganders, but never the less, the principles still apply for a national or international product release.

 

Labeling 101 Resource Center blog button Great Lakes Label - high quality

Add A Linked Story With Technology

QR codes are a free and simple method for linking your customers to content on your website. Instead of telling stories with words, or pictures, tell yours with video. A simple behind the scenes look at how the product their holding was made provides the customer with valuable insight and builds the brand’s relationship with them.

 

Other innovative labeling technologies such as NFC (Near Field Communication) and RFID (Radio Frequency Identification) are used to provide customers with a more seamless experience. When NFC is turned on on a customer’s phone, they are automatically linked to the page of your choosing. This happens the second their phone comes in contact with the product’s label. Instead of downloading a QR code reader, the process is streamlined.

 

How Craft Beer Brands Excel At Storytelling in Their Label Designs

Craft breweries are masters at incorporating storytelling into label design. Take a look at the three Perrin labels above. Do they give you a sense of the company’s brand? Their fun, playful, rebellious style with brewing? Each label is vastly different. Different colors, graphics, art styles. Yet, there’s a connecting thread. The story they’re telling. With clear direction, customers will see the message too. Even on a subconscious level, customers will be drawn to the stories they relate to.

This also means that a broad story isn’t a strong story. Pinpoint what your brand’s principles are and show them off. This may connect to a broad group of people, and each person will interpret it differently, but the message is at least connecting with shoppers. Broad stories lack direction and will attract fewer people.

 

Use Innovative Labeling Techniques to Enhance Your Story

As the luxury market increases, the use of innovative labeling techniques also increases in popularity. The use of foiling, embossing, or any other technique shows customers that an immense amount of care is put into creating the product. This is why labeling techniques are becoming more popular for handcrafted items as well. Since it’s hard to visualize the impact of various techniques, we’ve created a blog to show you what a difference it makes.

Okay, so what do the below labels tell you? Does this tequila feel expensive? Handcrafted? Unique? Perhaps you’re envisioning a special occasion it would be perfect for. Or, maybe you see a specific person in mind. Someone who would love to open a bottle up as a gift. It’s all about igniting their imagination. Make it so that shoppers can’t resist picking up your product and examining the label.

The techniques support the stories customers see when they look at your product. This is because it elevates your brand and fully encapsulates the appeal to the product. When the labels are effective, so is the ability to connect with your customers with a single glance. It also helps that techniques like MotionCoat and Cast & Cure shimmer in the light.

What story are you telling?

 

Learn more about the labeling solutions Great Lakes Label offers. Now that you’ve learned the design basics, take your vision to the next level. Download our e-book, Complete Labeling Solutions.

Labeling Solutions E-Book

Jackie Jorgenson

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Get Inspired: Pantone Color of The Year: Ultra Violet
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Get Inspired: Pantone Color of The Year: Ultra Violet

Ultra Violet is Pantone’s color of the year, for its spiritual and mystic qualities. So, revamp your label, or create promotional labels, with an on-trend color to excite customers. Whether you use the color with eye-popping juxtaposition, in a line of intense hues, or on its own, it is bound to make a statement. It also works with innovative labeling techniques.

NRG Roots Label Designed By Tanya Farba
NRG Roots By Tanya Farba

NRG Roots Label Designed By Tanya Farba

This series of fertilizers uses the minimal design to show customers which bottle is for getting started, rapid growth, and blooms. The Ultra Violet and green combination are on polarizing ends of the color wheel. It makes the design pop against the white bottle. Enhancing the purple with foiling, such as MiraFoil, is a way to further enhance the vibrancy.

 

Peru Viana Beer Label Designed By Carolina Blomberg

This beer label design represents the rich, flavourful food of Peru. The vibrant colors, such as the purple, compliment each other in intensity. So, when viewing the product on-shelf, they all stand out from each other while also blending in as a product line. Enhance the fine lines on this label with embossing and foiling also.

 

Sea Beer Labels - Ultra Violet Seahorse Label - Designed By Michał Firkowski
Sea Beer By Michał Firkowski

Sea Beer Labels – Ultra Violet Seahorse Label – Designed By Michał Firkowski

Firkowski uses bold color, modern font, and sea creatures to stand out from standard beer labels. This design pushes Ultra Violet to the forefront and contrasts the dark purple hue with white borders and font. It also uses a monochrome scheme to add definition, while making the color pop.

 

 

Are you interested in learning more about what Great Lakes Label offers, or how to incorporate these techniques into your label design? Get label samples to see these techniques in person!

Get label Samples CTA

Jackie Jorgenson

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Booklet-Style Labels Answer All Packaging Problems
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Booklet-Style Labels Answer All Packaging Problems

A booklet-style label is a label comprising of 4 sides:

    1. The cover, or the front of the label
    2. The left-hand panel, or the backside of the cover
    3. The right-hand panel
    4. The back, where the adhesive applies your label to the container

Naturally, by working with more pages, you have more design options. With more design options, you have more opportunities to delight and engage the customer. Through that, you increase your chances of them buying your item and becoming a repeat customer. This makes booklet-style labels the ideal solution for packaging.

Costa Farms booklet-style Label by Great Lakes Label

Booklet-Style Labels Provide Space For Labeling Requirements

From the nutritional information chart to GMO labeling requirements (and more), there is a lot of information to include on food labels. In other industries, these requirements may change to safety graphics for chemical products, cruelty-free logos for cosmetics, or growing location for horticulture growers. While the location of this information needs to remain the same, booklet-style labels provide more room for everything else.

Now, instructions, tips, and translations can easily fit inside the label. With more pages, new design concepts can be tested inside, or it can even act as an instant redeemable coupon to be peeled off and brought back to the point of purchase. The possibilities are endless.

 

Labeling 101 Resource Center blog button Great Lakes Label - high quality

Engage Customers With Smart Packaging & Expanded Content

Smart packaging is an ever-growing trend where labels offer the customer something extra to enhance their experience, often using technology. This can include goodies like QR codes that link customers to helpful videos, NFC (near field communication) or RFID (radio frequency identification) labeling that takes customers straight to their app when their phone gets close to the label. Social media hashtags can also be used to enter contests, connect with the brand directly, or other customers. With booklet-style labels, you now have the space to design instructions in using this technology or even placing simple text-based information that customers will value.

Entice Your Customers To Pick Up Your Product To Increase Sales

Sensory marketing is a strategy to get customers to engage their senses with your product in order to connect with them on a deeper level and nurture a sale. Comforting textures, delightful sounds, and yes, engaging booklet pages aid in this goal. Once the customer picks up your product and opens your label, they are now more attached to the product. If you incorporate smart packaging content inside that label, consider it a win-win for both the customer and your brand.

Remember, the customer comes first. How can you create packaging that tells them everything they need to know, nurture a more personal connection with your brand and provide them with valuable content? Easy. Booklet-style labels.

Learn more about what Great Lakes Label offers and how to incorporate various techniques into your label design. Download our e-book, Complete Labeling Solutions.

Labeling Solutions E-Book

Jackie Jorgenson

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Pantone Color of The Year 2018: Ultra Violet
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Pantone Color of The Year 2018: Ultra Violet

Pantone named Ultra Violet their color of the year for 2018. This decision will impact label design in the upcoming year, so let’s dive in and discover the significance of this color. Keep in mind, when working on promotional labels, Ultra Violet is an excellent, trendy baseline for your color scheme.

Pantone’s Color of the Year is one moment in time that provides strategic direction for the world of trend and design, reflecting the Pantone Color Institute’s year-round work doing the same for designers and brands. #UltraViolet Link in bio to discover more about the Pantone Color Institute and Color of the Year.

52.9k Likes, 796 Comments – PANTONE (@pantone) on Instagram: “Pantone’s Color of the Year is one moment in time that provides strategic direction for the world…”

 

What Pantone Says About Their Color of The Year, Ultra Violet

A dramatically provocative and thoughtful purple shade, PANTONE 18-3838 Ultra Violet communicates originality, ingenuity, and visionary thinking that points us toward the future.

There has always been a mystical or spiritual association with the color. It makes sense that as we move from 2017’s Greenery, we transition into a color associated with mindfulness. The theme of calm and mental clarity rings true for 2018 as well as 2017.

A Natural Transition From Greenery

Greenery, Pantone’s color of the year for 2017, focussed on tranquility. In a chaotic, tech-driven world, the prediction was that 2017 would be a year of toning back and toning down. Pantone predicted that people seek sanctuary in nature and connect to the earth.

 

Great Lakes Label Ultra Violet Pantone Colour of The Year 2018

Incorporate The Color Into Your Label Design

Although not all of the labels seen above are using the red-blue shade of violet that Pantone suggests, they all get close. You’ll notice a lot of different colors are paired together with it as well. Green and yellow are predominantly used above all else though. From food and drink to household cleaners, any industry can benefit from the calming influence of the color.

 

Learn more about the labeling solutions Great Lakes Label offers. Now that you’ve learned the design basics, take your vision to the next level. Download our e-book, Complete Labeling Solutions.

Labeling Solutions E-Book

Jackie Jorgenson

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Customer Spotlight: Premium Guava
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Customer Spotlight: Premium Guava

Premium Guava is a produce company with a focus on quality products and going above and beyond to deliver an exceptional customer experience. This can be seen on their website where they offer a plethora of video content and recipes. They help their customers learn more about their product and new ways to incorporate it into their diet.

Learn More About Premium Guava

They are the largest grower, packer, and exporter in the country. Even in the orchards, they use equipment to generate a better and more efficient process when growing their guavas. As they say in their video below, “quality and service you can rely on every day.”

We are Growers – Premium Guava

Short video to show you where everything begins.

 

Seeking The Best Labeling Applicators

How a brand presents themselves in their packaging says a lot. Premium Guava was seeking flawless label application. On the right, you’ll see air pockets and an uneven application that some systems provide. On the left, our ALTech label applicator system provides a smooth and air pocket-free application. It also highlights the company as one that cares about their products.

Labeled Premium Guava clamshell containers 10

The design of the label is also fantastic. The transparency allows customers to see their product, while the dark navy contrasts it brilliantly. It’s a simple, but extremely effective design.

Guava Package Labeler

Uploaded by Great Lakes Label, LLC on 2016-07-28.

Learning more about what Great Lakes Label offers, or how to incorporate these techniques into your label design. Get label samples to see these techniques in person!

Get Label Samples CTA

Jackie Jorgenson

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Shoppers Respond To Peel-Off Labels
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Shoppers Respond To Peel-Off Labels

Peel-off labels are often used for promotional labels. IRCs (Instant Redeemable Coupons) being the most popular form of promotional labeling from the customer’s perspective. This Brand Packaging article discusses other fascinating survey results. So, what do these discoveries mean for your brand?

 

Use Peel-Off Coupons To Your Advantage

90% of shoppers are more likely to buy a product with a peel-off instant savings coupon attached.

That’s the shocking statistic Brand Packaging reveals in their article. Knowing this, you have to catch customer attention and also leap ahead of your competition, by creating a peelable label. There’two-sided sided label seen below, and a booklet-style label with 3 panels for extended content. Both options allow the customer to rip off the label and bring it in for a discount.

peel-off Heineken coupon IRC Label by Great Lakes Label

The majority of shoppers who responded to this survey also said that they notice peel-off labels because they stick out from the package. This is a classic case of sensory marketing. Customers are drawn to packaging that engages their senses, like the sense of touch. By using a label they engage with, customers are more likely to walk over, pick it up, and, yes, engage.

 

Subway Revolutionized Their Packaging With Peeling Labels

Subway revolutionized their branding in 2017. One of these changes was with a tabbed label to hold the wrapping together. It engages customers’ senses, while it also creates easy access to their product. It’s as minimalistic as labels get, but according to the survey mentioned Brand Packaging, it’s the smartest thing they could have done. What can you do to create a functional, engaging, and haptic label design? Consider what your customers need, and what they are most excited to pick up.

Learn about how innovative labeling techniques can bring your spooky design to life! Download our e-book, The Complete Guide to Innovative Labeling Techniques.

Great Lakes Label Innovative Labeling Techniques E-Book Download

Jackie Jorgenson

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How to Use Transparent Stock For Your Label Design
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How to Use Transparent Stock For Your Label Design

A transparent stock is a common and valuable tool in label design. For food packaging, it provides a window for customers to see the product. It’s not limited to the food industry, however. Even if the package is opaque, the transparent label draws the customers eyes to look right where the brand wants them. Create a strategic design as well as a beautiful one.

Highlight What’s Important

Silver Spring condiment label - Great Lakes Label

In the case of these Silver Spring labels, they use transparent stock to draw the eye in toward the logo. Floating outside of the border is the size information, but it doesn’t even register at first glance. This draws the customer toward the brand name and product name. This is arguably, the most important information.

This also creates the appearance of a unique shaped label. While the label is still square, and can easily run through applicator systems, it gives the illusion of a more complex border. Use this simple trick to compliment the shape of our packaging while maintaining ease in label application.

Minimalism is a Classic Aesthetic For Transparent Stock

Guava transparent label clamshell container - Great Lakes Label

Although the above Premium Guava example isn’t a truly minimalistic design, it has minimalistic qualities. A large portion of the label is transparent which offers customers a look at the product inside. This eliminates much of the space for information or graphics. Instead, information and imagery are bolder, easier to read, and eye-catching.

Much of the information is found on a secondary label underneath the product. This ensures that design is a top priority for the main label. It makes items like barcodes easy to find as well.

 

Create a 3D Look With Front  & Back Labels

Chulavista Label by Great Lakes Label

With a clear product, like tequila, transparent labels offer the opportunity to create a three-dimensional look. The back label peeks through the front. This makes it seem like there are more dimension and texture in the design.

With the above design, the pattern on the back comes through to the front. The vibrant pig motif is then complemented by the muted pinks and oranges coming through from the back. If the front label was a black and white label, the color on the back would add even more pop.

 

The Importance of Contrasting Colors

 

Duff beer label by Great Lakes Label with transparent stock

Dark packaging, or dark products (like this beer bottle), pop with transparent labels using bright, vibrant colors. The gold Mirafoil contrasts the dark amber bottle. The lime green and bright yellow also pop because of the amber surrounding the motifs. When full, the beer within adds depth to the packaging overall.

 

Learn more about how we can bring your wildest label design concepts to life. Download our Label Project Guide e-book.

 

Label Project Guide E-Book Download

Jackie Jorgenson

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