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How to Label Product Photography For Ugly Food
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How to Label Product Photography For Ugly Food

Ugly food makes for challenging product photography. How do you capture something that tastes wonderful yet looks bland, or worse yet, downright gross? In the grocery aisle, unappetizing images make it easy for customers to pass by, so it’s crucial to ensure your product looks good. Or, find a way to work around the expectations of product photography for your product. A creative compromise could simply be more effective than sticking to what is standard. As a result of choosing a new direction, your product may just stand out against your competition on the shelf.

Digital label -Italiano dressing - great lakes label - ugly food exampleHelpful blogs on related topics:

 

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“Ugly Food” is Objective

What looks appetizing to one person, may not to another. Or, what seems perfectly normal to some, may also appear disgusting to others. Your brand’s biases also come into play. Make sure you test your labels or even try A/B testing to learn what it is exactly that is turning shoppers away. If the results are negative every single time, consider a creative approach or a strategic compromise. There are still ways to promote your product on the label, however, it does require a new perspective. When rerouting like this, it helps to consider the values of your brand, and this product, offer customers.

Avoid Picturing It Completely

When in doubt, scrap the product photography. Let’s say, for example, you’re working with an unpleasant looking brown soup. If it’s not testing well, and if it’s turning people away, then the picture needs to go. Some soup companies take this route, using a classic, pictureless design that creates a welcoming sense of nostalgia. Many shoppers don’t need to see a picture of the soup to envision it anyway. So, the nostalgia establishes the home cooked feel, the nostalgic memories, and the brand’s longtime presence in grocery stores to make up for a lack of an unappetizing picture. What does your brand offer that can be communicated in place of the photography?

Hint At It With Images of The Ingredients

One option, often seen with smoothies, is to show pictures of the fruits and vegetables used inside. Again, this establishes brand values and communicates that good, wholesome ingredients are incorporated into the product. Frequently, minimalistic and transparent labels are used to show off the product as well. So, no product photography is needed to allow customers to look straight at the juice inside. Ugly food isn’t a hindrance in this case since it serves a valuable purpose. Almost like the uglier it is the better it is for you.

Dress The Product Up a Little

Let’s go back to the soup for a second. Okay, so you really want to show the actual product on your label. Maybe the portion of the soup could be smaller, with a cute herb sprig, in a cute bowl, surrounded by delicious looking bread. Make the rest of the image so cozy and welcoming that the ugly product itself looks welcoming as well. Subconscious connections are made in milliseconds, so take advantage of every inch of space in your image. Once shoppers emotions are engaged, the positive feeling will inspire them to try your brand’s item.

Meijer R&D Trail Mix & Nuts Bag LabelsInnovative Labeling Techniques

Guide eyes away from the unappetizing elements by highlighting tasty elements. Consider horned melon for a second. The green innards, the yellow/brownish spikes, and the wrinkly texture of the skin are somewhat unappetizing to look at. However, it’s all about how you show it off. Use foiling to make the green shine inside. Or, use a tactile coating so the shoppers actually want to reach out and touch the pre-historic looking peel. Then emboss the horns so they stand out. Engage the senses in new and interesting ways to captivate your customers, but also to appeal to their tastes.

Subway Snapchat label with pull tab Great Lakes Label 3

Labeling Technology

Use NFC (Near Field Communication), hashtags, or QR codes to link customers to useful recipes. So, while the product may not spark an interest right away, the desire to try something new in the kitchen will. Even the fact that the brand clearly creates value beyond the grocery aisle helps. Hashtags also provide shoppers with a link to the community of people who follow your brand and use your products.

 

Coffee tri-panel label by Great Lakes Label

Booklet-Style Labels Offer Flexibility

Bury pictures to the inside of the label instead of featuring it front and center. Shoppers still see the product, but there’s more control over the first impression of it. Plus, it engages customers enough to open it up and once the item is in their hands, they’re more likely to make a purchase. This also provides an opportunity to offer even more value in your label design on the inside panels.

Embrace The Ick Factor

Kids packaging and promotional Halloween packaging both benefit from gross looking food.  There’s an appeal to the shock of it. Alternatively, the “tastes good, looks gross” approach keeps things honest and infuses humor into label design. Of course, this route is ideal for laid-back brands whose humor is part of their added value. Still, it’s useful to consider how humor diffuses the situation and makes shoppers want to learn more.

 

Learn even more about how we can bring your wildest label design concepts and durability requirements to life. While techniques are important and also exciting, there’s so much more to your label. Download our Label Project Guide e-book.

 

Label Project Guide E-Book Download

 

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All About Over-Labeling & Design Solutions
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All About Over-Labeling & Design Solutions

Over-labeling is the process of applying a label overtop of a previously applied label. The back of the top label uses a coating that blocks out the label underneath. As a result, customers only see what’s been applied on top. So, it not only solves outdated labels or labels with errors, but it also creates a professional look.

Over-labeling Great Lakes Label 15How Over-Labeling Provides Cost-Saving Flexibility

Human error is bound to happen. So, it’s great to have a simple solution that corrects typos, errors with graphics, or any other nuisance. No need to remove labels either!

Maybe a top label gets applied to only a portion of the bottom label. Say, a price change occurs. Instead of completely redesigning and re-applying the label, simply apply a small black and white label overtop. So, this solution saves money in reproduction.

Also, apply seasonal labels over evergreen products with ease. Instead of starting from scratch with new packaging, make promotional labels work with what you already have. Even conduct A/B testing with current

Over-Labeling

Uploaded by Great Lakes Label, LLC on 2018-07-13.

Not Just For Horticulture

This technique may be more typical in horticulture, however, any industry can use over-labeling to its advantage. This technique isn’t an ideal fit for widespread releases, but it does make sense for testing, and for smaller scale adjustments. So, if you’re business is a small business with a single location, or you’re testing a new wine label at the vineyard, save money. Test onsite and make minor corrections instead of paying for a new batch of labels. Remember, this technique also saves time where removing labels and reapplying is concerned. Also, consider how applicators make the process much faster and easier than hand labeling.

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

 

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Make Significant Packaging Changes Using Storytelling Principles
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Make Significant Packaging Changes Using Storytelling Principles

As sustainability, authenticity, and brand values grow in packaging design, major changes are ultimately going to occur to your label design. Especially for large, traditional brands, this is an intimidating journey. Find success with design changes by relying on storytelling principles. You’re telling a story with your design anyway, so by incorporating these guidelines, you only increase your chance of a successful launch.

The Storytelling Principles Already You Know

There are three simple parts of a story to consider. These are great building blocks for starting to get a sense for how you want to release the new design changes.  So, start here as a baseline.

moya wine label - wine traders - great lakes labelBeginning

First, start at the start. How did this change come about? Are you changing your whole focus to be a more environmentally friendly brand with sustainable packaging materials? Well, then consider the reasons why this is an important decision for the brand, and the various reasons why it brings value to customers. Incorporate transparency into the marketing campaign too. Shoppers don’t expect a perfect company, but they want a brand to take ownership of shortcomings and provide clarity on progress.

Middle

Now that things are in motion, how will you gather information about what customers really think about it? Whether that’s a simple label redesign or a full-scale change in brand values, everyone has an opinion. Before a new direction is fully committed to, gather feedback about the baby steps and sample tests. Conduct A/B tests, or gather direct feedback from focus groups and surveys. For established and traditional brands, this step is crucial. Change is scary. Make sure you ease loyal shoppers into the new direction by confirming that most people are on board with the changes made.

 

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End

After all of the options are tested and data is gathered, it’s time to commit. Before you get to the release, double check that the labels provide the most possible value to the customers. Also, consider how this new direction stacks up against your competition. If there’s any way to go farther to outperform your competition in creating entertaining, inspiring, and value-packed labels, do it.

 

The Principles You May Not Know, But Work

These are a few of the rules storytellers live by. This goes above and beyond the beginning, middle, and end considerations and focusses on various points in the journey. So, now it’s time to consider the option of a slow release brand change. Instead of one day completely rebranding, this change comes in parts. So, say you’re a beauty brand going cruelty-free and designing a whole new aesthetic to celebrate. It’s perfectly fine to start by simply adding a leaping bunny logo, then change the label design to reflect more natural elements, and, finally, change your products’ containers. At each step, consider different label stocks and innovative techniques. As the brand aesthetic progresses, so may other needs for your packaging.

Meijer R&D Trail Mix & Nuts Bag LabelsThe Rule of 3

Have you ever noticed the magic rule of three? There are three acts to a movie, and trilogies are far more common for series of films. Often there are even three parts to a joke which uses examples, the most ridiculous being the last.

Consider the ways your new packaging could be released in three parts. Are you releasing three new products? Do you want to scatter the various release of new packaging into groups of three? Or, should the design elements be released as a whole, but in increments of three? First, the logo, then the packaging, then the label. Of course, whatever you do, leave the biggest, most exciting surprise for last.

Don’t Introduce New Characters at The End

Even with twist endings, characters who show up at the end of a film still pop up in subtle ways throughout the film. You may not notice it, but they’re there. If this rule isn’t followed, the ending feels lackluster and even boring.

So, when releasing a major redesign, don’t introduce major design elements near the end of the campaign. Adding innovative techniques near the end is a fine way to enhance the developing rebrand. However, releasing new labels and packaging before a logo redesign is a nonsensical order. The logo is crucial for setting a tone. Although it’s important to share the most exciting aspect for last, those exciting releases should be enhancing the label with labeling techniques, sharing valuable content through labeling technology, or personal touches (perhaps promotional in nature) with booklet-style labeling. They go the extra mile in an unexpected way, while also building on the previously released changes.

Don’t Waste Time, Jump Right Into The Action

Stories shouldn’t start with the hero waking up, hitting snooze, waking up again, hitting snooze, waking up for real this time, making breakfast, checking their phone, brushing their teeth, getting ready for work, walking out the door, getting in the car and heading to work before a big inciting incident like a car crash happens. No, it starts with a simple set up so the audience understands this person is headed to work, then we see the crash that changes their life. When details are included like the first example, it’s often boring and self-indulgent.

Where label copy is concerned, don’t meander around the point. Consider the brand values, the new message you’re communicating, and additional certifications or regulations and get right to it. Share the certification logos, communicate a new brand value with a simple hashtag conveying the message, or use impactful imagery to communicate a new direction. Also, consider providing more information about the rebrand on the inside of a booklet-style label, or online which is linked using labeling technology. Then, if shoppers want more details, they’re offered, but they don’t detract from all the hard work put into the new design.

El Grullense Tequila using storytelling principlesCommunicate An Idea With as Little Words as Possible

Not even talented actors make wordy dialogue sound good. Dialogue with too many questions is another major storytelling faux pas. Nobody wants to hear the main character ramble on about their lunch meeting in a romcom. No, the character just needs to rush back to their desk, boxed up food in hand to see a missed call and say a short quip about the meeting.

Shoppers are smart. It’s a major reason why minimalism has been a major label design trend for so long. They don’t want to read a lengthy explanation or study overly complicated imagery to understand what’s going on. Instead, communicate complex ideas with compelling imagery and choose your words carefully. A luxury, handcrafted tequila line with 3D style labels showing an image of the business’ property, and also includes beautiful, calligraphy style graphics, make this message understandable with a glance.

 

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

 

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Want Your Labels to Astound Customers? Listen to Them.
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Want Your Labels to Astound Customers? Listen to Them.

Listen, it sounds simple, but it also requires a brand to drop the sales pitch. It means the only agenda is to better understand your customers, and how profitable is that? Well, it’s actually very profitable. By creating labels that excite, and provide value, the more sales there will be. As a result of good design, the relationship between the customer and your brand grows.

Subway Snapchat label with pull tab Great Lakes Label - social media link to listen to customersListen to What Shoppers Are Saying on Social Media

First, ensure you’re keeping up with direct messages or comments on your posts. Consider if negative feedback is truly trolling, or if there’s value to be cultivated. Consider going the extra mile by sending the person a survey to dig deeper into their concerns. See if there’s a way their patronage is valuable to your brand while you also consider their concerns in a controlled manner.

Or, direct customers to your pages and hashtags on your label designs. This way, customers know where to post feedback that will be seen. Of course, this requires maintenance. Ensure you respond to posts as well as like them. Also, remember to search for indirect posts by searching your brand name without the @ or relevant hashtags not necessarily promoted by your brand. For example, we might search for #GLL even if we don’t use that hashtag.

A/B Testing Offers Practical Advice

A/B testing is the process of testing design elements and gathering feedback to create more captivating packaging. By gathering this hands-on feedback, the data makes it easier to provide value to customers. Also, it provides the structure that prevents sales pitches and keeps the focus solely on the customer.

 

Learn more about how we can bring your wildest label design concepts and durability requirements to life. While techniques are important and exciting, there’s so much more to your label. Download our Label Project Guide e-book.

 

Label Project Guide E-Book Download

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Your Label Shouldn’t Appeal To Everyone
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Your Label Shouldn’t Appeal To Everyone

The appeal of a label doesn’t rely on all shoppers’ interest, only the right demographics. In fact, don’t bother trying to attract all shoppers to your product. It’s a waste of time, energy and money. Instead, make your label more fitting for the right customers who will appreciate the brand values you offer. Afterall, other brands are a better fit for uninterested shoppers anyway.

Broad Appeal Is Overrated

First, there’s no possible way to appeal to everyone. However, if there was, would you want to? Instead of being seen as the best option for a group of people, you’d likely be seen as an average option for everyone. That doesn’t inspire brand loyalty or encourage a relationship between the brand and the customer. It likely would end up meaning that shoppers seek your brand when their three other industry favorites are out of stock. Be the brand that becomes your demographic’s number one favorite. The beloved brand. Be the sold-out brand.

 

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Get a Firm Perspective on Your Demographics

Before you focus on your demographic, consider who they are. What needs do you fill, and for whom does that solution help most? Make specific choices, and even create a buyer persona. Or, in other words, create a fictional character, name and all, and describe who they are, what they like, and what they need. Consider how your product currently meets their needs. Also, consider how your product and brand will develop to better meet their needs. Consider interviewing customers you currently have or send out surveys to gather details you’re not privy to. These surveys should ask about who they are, their personal habits and lifestyles, as well as why they like your product.

But Don’t Overdo It

While it’s important to know who you’re targeting, don’t spend time on who you want to detract. Don’t conduct surveys on who dislikes your product and why. It’s a waste of time. By putting your energy into cultivating value for your demographics, you’ll naturally detract the wrong people for your brand anyway. It’s important to take a look at reasons why your product and label design isn’t best serving your buyer persona, but considering those outside of your demographics is a waste of time.

Create Laser Focussed Design To Attract The Right People

So, once you know who you’re targeting, create a design that appeals to them. Again, sending out surveys and A/B testing design options is a fantastic way to get unbiased feedback without diving into clichés.

Enhance Designs With Innovative Techniques

Coffee tri-panel label by Great Lakes LabelBooklet-Style Labeling

 

Peony hand soap label with mirafoil - Great Lakes LabelKeep it Simple With Foiling

Create Content Specifically Matching Your Demographic’s Needs

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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How Do You Measure The ROI of Label Content?
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How Do You Measure The ROI of Label Content?

ROI, or Return on Investment, can and even should be measured with label content. This provides an opportunity to understand the success of the piece, and even how to revive it. As a result, actively watching the results creates power in creating valuable content for your labels. No redesign even required!

subway label with snapchat linking code - Content ROI blog

How to Measure The ROI

Set up tracking methods for any other connective links. So, install the Facebook pixel, watch your Hotjar recordings, and monitor Google analytics to better understand people’s path to getting to your content. Or, for hashtags, create something unique for that label design only. Once engagement occurs, take note of that interaction for the duration of the promotion.

Better still, for webpage content, create a unique link or page during the promotion. Make it so that only those connecting through the label link will be lead to that specific item. Then, from there, those who sign up for a newsletter, or make a purchase are easier to track. For video content or social media pages, make the landing page one of your own webpages simply to control the pathway.

Prepare For it Ahead of Time

An even better method is to create a plan, and a plan b, before the campaign begins. What specific measures will be put in place to see how people travel throughout your content and website? Then, which departments need access to the notes to add pertinent information? For example, while the marketing department may track visitors and website purchases through Google Analytics, consider how customer service will monitor cold calls and emails. Then, provide them access to any files necessary.

As the campaign is underway, also consider the feedback, or lack thereof, and how the content can be updated without changing the link on the label. So, if an e-book isn’t resonating with customers, maybe they aren’t giving it a chance based on a bland cover. Simply update it and re-upload it to your webpage. Since the webpage landing page link doesn’t change, the label is still effective.

 

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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What Will Labels Be Like in 100 Years?
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What Will Labels Be Like in 100 Years?

A lot changes in 100 years. Just take a look at the history of labels thus far. So, take a look ahead and consider the way trends change to outperform your competition. After all, it’s impossible to stay ahead of competitors label design if your packaging is two steps behind.

 

What We Know For Sure About The Next 100 Years

Nothing, but chances are labels will still be around. Although there is a push for raw goods both in the food and beauty industries, regulated information still requires communication. Chances are, that communication will take place through labels.

 

Bissell Cast & Cure - Great Lakes Label - 100 years time

Innovative Labeling Techniques

Not only will innovative techniques become much more common as time goes on, but so will design realism. So, imagine a label designed to replicate the night’s sky. As of right now, Cast & Cure is the ideal technique for creating a shimmering light over a dark background. By today’s standards, this is an impressive feat. However, with the development of the darkest black material, vantablack, it’s a matter of time before more realistic spacescapes come to fruition. Imagine holographic stars that literally pop off the label and a milky way galaxy replica that seemingly goes on and on. Not only will a simple label offer hyper-realistic looking objects, but they have the potential to fully transport you to new lands.

 

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

 

Technological Developments

Technology is developing at such a pace that it makes it impossible to fathom where we’ll be in 100 years. Instead, certain principles are likely to remain the same. Currently, labeling technology such as RFID (Radio Frequency Identification) and NFC (Near Field Communication) link customers to helpful online content. Even simple QR codes or hashtags work to offer shoppers more than they pay for. Even those who don’t ultimately purchase the product have access to the material offered.

What sort of material does labeling technology offer?

  • Community involvement
  • E-books
  • Web pages
  • Blogs
  • Video tutorials
  • Recipes
  • Helpful apps to further engagement with the product when in use

How does this material impact the end user?

Not only does this create a more personal connection between the brand and the customer, but it also ensures the customer is more likely to find success in using the product. Or, it provides an opportunity for the shopper to become an advocate for the brand. Word of mouth is a crucial element for brand trust, after all.

moya wine label - wine traders - great lakes label

Sustainability & Packaging Material Changes

Many companies have already put momentum behind sustainable packaging alternatives, and vow to eliminate waste within the next ten years. As our climate continues to change, so will the commitment to environmentally friendly labeling options. For example, there are currently many green label stock options such as Avery Dennison’s Clean Flake, and Wausau’s plethora of FSC (Forest Stewardship Council) certified options.

There are various other materials in the creation process to offer more impactful alternatives to tree oriented paper. For example, there are mushroom and milk alternatives making waves. The goal is to completely eliminate the current paper production process with something that leaves a smaller footprint.

 

Empathy is King

Customers want to be heard, supported, and provided goods and services that enhance their lives. Every development improves the shopping experience for customers, however, brands will continue to grow more competitive with going above and beyond to serve value. Perhaps, with the growth of artificial intelligence, what’s being hailed as the third industrial revolution, a more hands-on approach will popularize. Currently, online AI communication is already a standard practice. As a result, life is brought to the lifeless, and a relationship is strengthened. Perhaps as time goes on, this relationship will develop with physical at-home AI options.

 

E-Commerce

Again, as technology develops, at-home ease continues to develop. So, the e-commerce may not just be commonplace, but essential in a 100 years time. Meaning, label design will focus specifically on the unpacking experience for customers, and shopping from home for good and essentials will become the primary way for customers to meet their needs.

 

Design Principles Are Classic For a Reason

No matter how the stock, shopping experience, and technology changes, the principles of design will remain the same. So, titles still need to fit the label face. Colors have to compliment the whole scheme. Even balance and white space consideration are crucial for both minimalistic labels and designs chocked full of design content.

Consider that designs develop into something so minimalistic that they become one-inch squared, water dissolvable, black and white labels. Especially for produce, they’re there to communicate the bare minimum, eliminate waste, and ensure ease of removal for customers. These labels will still require the text to fit proportionally into the one-inch square and the ink still needs to last, or color match any branded black tones.

 

Human Touches Persist

Even, or rather especially, because of AI developments, human touches are important. Shoppers want to feel as though there are real people behind your brand who empathize with their needs and care about the value your product offers. Whether this is shown through the content you create for your labels, the online persona, or the hand-drawn touches, these elements are critical. As technology develops in unforeseen ways, humanity becomes more and more crucial. Even now it becomes hard to envision customers as living breathing people when you can’t interact with them the same we could 100 years ago. As time pushes on, never lose sight of the responsibility of compassion and how that often translates into trust and outreach.

 

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

 

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Supplementary Label Content Makes or Breaks Branding
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Supplementary Label Content Makes or Breaks Branding

Supplementary label content is any content shared on the label which engages customers. It goes above and beyond the grocery aisle to create a personal connection and even offers value competitors don’t. As a result, adding bonus content to your label easily turns customers into loyal fans.

First and foremost, what even are the types of supplementary label content?

All content is linked right there on the label using hashtags, typed out links, labeling technology, and even simple QR codes.

  • Video content
    • Tutorials
    • Video blogs
    • Company profile
  • Web pages
    • Blogs on relevant topics
    • E-book, or instructional manual
    • Newsletter sign up page
  • Hashtags
    • Community sharing
    • Contests
    • Easy access to brand’s official social media pages

 

Quality is The Most Important Factor

Videos need high resolutions with high production quality, e-books need high-quality design, and yes, even the social media pages need a professional touch. Providing content is important, however, if that content undermines your brand and makes customers question your professionalism, take a step back. So, this doesn’t mean that content production needs to come to screeching halt, but it means your brand needs to slow down. Take the time to learn, or spend the money to hire the right person.

 

Ensure The Content is Meaningful, Not Just Self-Serving

Authenticity is crucial. So, don’t just link customers to your newsletter to capture their information. Afterall, what’s in it for them? Provide a newsletter so inspirational, entertaining, and informative that customers are missing out on added value if they don’t sign up. Or, if a video overview about the company doesn’t add value to the customer in any way, don’t use it. Instead, link to a video that shows customers how to use your product, or pair it with other products for added benefit.

 

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

 

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Customer Spotlight: Deering’s Jerky
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Customer Spotlight: Deering’s Jerky

Deering’s Jerky is a Traverse City, Michigan brand that highlights the local aspect of their brand. It personalizes the brand design for Michiganders, creating a personal touch. So, naturally, it offers a more engaging label design for their shoppers. This is most apparent in the image of Traverse City from the sky, but also with the incorporation of a National Cherry Festival logo.

deering's jerky Label

 

Deering’s Jerky Label Keeps It Personal

Instead of conveying a variety of messages in the label design, Deering’s Jerky highlights two main values. This is a local brand also uses all natural ingredients. Without saying it, these two identifiers mark their products as handcrafted items. So, the products feel (and taste) like it was made specifically for each customer. This makes the product design even seem more approachable. As though customers are able to build a relationship with the whole team.

 

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

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Create A Consistent Brand Voice on Labels
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Create A Consistent Brand Voice on Labels

A brand voice consists of the tone, language, and messages used online and off. This is one part of the larger picture for your brand and even your label design. So, set aside color schemes, innovative labeling techniques, and product photography for now. We’re solely focused on communication.

inconsistent brand voice on website, social media and label - stout beer bottle label sampleAn Inconsistent Brand Voice Negatively Impacts Business

Imagine a brand uses casual and colloquial language on social media, a formal and minimalistic language on the label, then lengthy and overly-descriptive language on their website. It would be confusing. As though a completely different person wrote for each source. Or, as though the business is fluid and unfocused. It works against the brand, implying a lack of direction for their values and sense of identity.

 

Quick, Simple Ways To Ensure Consistency

Create a brand rulebook or guideline. Make it clear and distinct. Maybe you’re a down-to-earth craft beer company using wordplay, colloquialisms and is fast and loose with adverbs. Or, maybe you’re a pharmaceutical brand and to ensure customer confidence, only professional and to-the-point language is used. You can see how the two examples shouldn’t mix. Ultimately these rules impact and work together with imagery, reinforcing the brand with visual components.

 

Keywords Create Focus

Don’t know where to start? Consider the keywords that reflect your brand and focus your writing on them. On social media, these keywords work double duty as hashtags If you’re a yarn and craft brand, your keywords will likely be words like, “yarn,” “craft,” “knitting,” and “crochet.” So, a casual, gentle, and personal tone naturally emerge. Then, ensure those hashtags consistently show up on your labels, website pages, and social media posts. It’s a subtle, simple and impactful way to create consistency.

 

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

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