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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.

 

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Customer Spotlight: President’s Choice
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Customer Spotlight: President’s Choice

President’s Choice is a Canadian food brand which aims to offer customers quality products they can count on. The vibrant labels for these veggie noodles not only highlight the tasty ways they can be used, but also compliment the colors of the product itself. It’s not just inspiring, it’s mouthwatering. So, these food labels are purely for the customers’ needs, not the brand’s ego.

All President's Choice Veggie Noodles by Great Lakes Label

President’s Choice Sees Food’s Larger Impact

Food has the power to bring people together. The #EatTogether campaign makes their product more than tasty treats, but a reason to connect. Even this International Food Day video shows customers that they care about creating products everyone can enjoy. Diversity is, after all, part of what makes Canada great.

International Food Day

Explore the meaning and importance of eating together through the eyes of a child in a classroom.

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.

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How Do You Scale Down a Label For Mini Products?
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How Do You Scale Down a Label For Mini Products?

When products scale down, so do the labels. The problem is that all content offered on the bigger product should be on the mini product also. However, with less room, there’s less opportunity to do so, right? Well, not if you get creative.

All Label Gator booklet stlye labels large and scale down sizes printed by Great Lakes LabelScale Down All Design Elements

First, consider scaling down all copy and graphics. So, the whitespace is eliminated, but all other important content is simply reduced in size. That said, depending on the scale, this may not be an option. Afterall, all copy must be legible, and graphics are only helpful if you can see them.

Coffee tri-panel label by Great Lakes LabelExpand Your Content With Booklet-Style Labels

One way around the issue of scaling is to add more pages. Booklet-style labels expand your content allowing you to provide more information, just not all within view in the grocery aisle. Even when text is minimized, it should fit much better on several panels than it would on one.

Link to More Content With Labeling Technology

Another option is to link content through your label. So, any required copy and graphics stay, but fun info about the company or further information about the product are elsewhere online. Then, use simple URLs, QR codes, and even hashtags to connect customers to this content. This is also beneficial as it directs customers to your website where they can learn even more about your products and shop.

Secondary Labels Work too

Do you have space remaining on the back of your packaging? Add a label. This still provides more space to include information, even if it’s on a side, back, or bottom surface of the product. Already have a secondary label? Add a third.

 

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.

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Keep Your Eyes on Indie Brands
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Keep Your Eyes on Indie Brands

Big brands have a lot to learn from indie brands. There’s a level of creativity and play that isn’t often found in larger brands. Plus, it’s important to keep track of upcoming trends within your industry by looking at up and comers.

What do we mean by “indie brands?”

Indie is short for independent, so brands without parent companies are likely indie. However, indie tends to also mean small scale. So, local craft breweries, mom and pop shops, or new beauty brands all qualify. Keeping an eye on indie brands also help you keep an eye on your competition to better serve your customers.

The Investment in Quality Design and Innovative Techniques

Indie brands are much less afraid to mix up their designs and incorporate creative elements. So, they often highlight details with foiling or tactile techniques. The art tends to also have a more personal feel. It breathes life and humanity into a brand. This is even pretty crucial in customers building personal relationships with brands. Craft breweries (like the above Perrin examples) try out various fonts, styles and label stock textures. The brand is apparent, while experimentation also reigns.

A Focus on Customer Needs

A major aspect of indie brand label design is the clear focus on the customer. Again, the human touch makes the brand feel more approachable. However, on top of that, there tends to be more of a social media personality and hashtag inclusion on the label. While many big brands incorporate the online world into their packaging concept, smaller brands use it in ways that benefit the customers.

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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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.

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Ensure Your Labels are Photo Ready
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Ensure Your Labels are Photo Ready

As technology improves and social sharing and e-commerce popularize photo ready labels are crucial. Once people take the product home or open up their postal package, the product needs to be ready to be photographed and videotaped. This isn’t studio-grade content, it’s cell phone footage. As a result, you must create an impressive label no matter the display. Since word of mouth is key, so is label presentation.

The Impact of Social Media and E-Commerce

More than ever, people are likely to purchase your item online. So, not only does your label need to appear professional online, it needs to offer quality once the package arrives. Also, shoppers are sharing more and more photos and videos of their purchases online. This includes the YouTube trend of unboxing videos. Your labels need the durability and creativity it takes to look good on camera. After all, word of mouth is an extremely important promotional tool.

 

wetstick label - great lakes label - strong label stocks for photo ready packagingUse Strong Stock to Avoid Rips and Tears in Photo Ready Products

Is your product bound to get wet? Use strong label stock like The WetStick™ which uses such a strong adhesive chemistry that it can even be applied underwater. For luxury products, consider using a luxe wine stock which offers a thicker, and more durable, consistency.

Don Anselmo Label by Great Lakes Label

Highlight Details With Innovative Techniques

Help your products glow in the light. Or, draw attention to significant details with foiling techniques. Foils particularly shine in videos or Instagram’s Boomerang replaying video option. Even in pictures, the attention will go straight to the label when it glistens in the light. Also, consider using metallic stock for labeling stock that shines all over.

 

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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Get Inspired: Travel in Label Designs
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Get Inspired: Travel in Label Designs

It’s the season of travel. So, why not use travel to inspire your next label design? These designs either incorporate motifs of transportation or represent something about the traveling experience. Use real-life experiences to influence design for an authentic touch.

Rhum Agricole Designed by Cecilia Hedin
Rhum Agricole by Cecilia Hedin

Rhum Agricole Designed by Cecilia Hedin

With the anchor motif and coordinates being front and center, this label makes you want to set sail. The Carribean and pirate influences are also quite apparent in this label. The transparent stock only serves to enhance the effect. This is the type of simple label that lets the brand voice make a strong, authentic impression.

 

The Body Shop travel ticket Designed by Sam Stringer & Shaun Baldwin
The Body Shop concept by Sam Stringer & Shaun Baldwin

The Body Shop Travel Ticket Label Concept Designed by Sam Stringer & Shaun Baldwin

Again, the brand values take the focus in an innovative way. The tickets highlight the fact that The Body Shop prides itself on using fair trade ingredients. So, while each fragrance and logo is at the top, the eye is drawn to the global impact of the brand. It also transports the shopper to other lands while they smell the fragrance.

Mayv Scotch Whisky Designed by Brendan Wilson
Mayv by Brendan Wilson

 

Mayv Scotch Whisky Label Designed by Brendan Wilson

“The branding reflects a woman’s love for romance, adventure and all things precious – solid gold capped mountains of the Scottish Highlands.” Says Wilson. Not only does this brand attract it’s demographic with a sense of adventure, it also avoids cliches! Best yet, it uses gorgeous gold foiling on the snowy peaks of the mountain motif. You don’t often see travel and luxury paired together, but they do it so brilliantly for Mayv.

 

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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Can Your Label Pass This Labeling Test?
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Can Your Label Pass This Labeling Test?

Take this simple labeling test to better understand where your labels lack, and also where they succeed in providing value. Your customers count on your labels to provide information, but also inspiration. This test isn’t singularly about following legal requirements. It’s also about the ways in which the design goes above and beyond to provide exceptional service for your customers that outshines your competition.

 

The Labeling Test

Print this checklist and try it out!

Bissell Cast & Cure - Great Lakes Label - labeling testAppeal

Innovative techniques used  enhance label’s design

MiraFoil – a precise liquid foil

Hot Stamp – a brilliant foiling technique

Cold Foil – luminous shine

Embossing – a stamped, raised effect

Tactile Screen –raised effect created on top of the label

Soft Touch –cashmere soft texture

Motion Coat –holographic look using light and texture

Cast & Cure –  holographic, colorful look

Booklet-Style Labels – peels open for expanded content panels

☐ Links customers to content which provides even more, relevant value

◊ Hashtag

◊QR Code

RFID or NFC technology

Heineken Label by Great Lakes Label

Practicality

☐ All regulatory copy and graphics are included

☐ Any applicable association, certification, or program logos are included

☐ The copy is straightforward and also honest about product’s capabilities and attributes

Instant Redeemable Coupon (IRC) provides clear information on customer redemption (if applicable)

☐ The brand’s message and core values are clear

Voice of copy matches copy used on the website and even social media posts

☐ Full title exposed when looking straight on at the product

 

moya wine label - wine traders - great lakes label

Quality

☐ The stock is created with sustainable or recycled materials

Water resistant (if applicable)

☐ Heat resistant (if applicable)

Will not fade in the light

☐ Water dissolvable (if applicable)

 

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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