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Tag Archive for: A/B testing

Should You Double up on Labeling Technology For One Label?
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Should You Double up on Labeling Technology For One Label?

One label often feels like it’s not enough space to contain all the required copy, eye-catching graphics, and innovative labeling techniques as it is. However, there’s a lot of value to using multiple forms of labeling technology to connect customers to valuable digital content. This technology includes NFC (Near Field Communication), QR codes, hashtags, and even simple URLs. It may seem as though there’s not enough space to include more than one form of connectivity, however, the value it offers your customers make the design effort worth it.

 

One Label - R&D Wine Brand With Labeling Technology - QR Code

When Only Using One Label, Cut The Fat & Optimize Authentic Connection

Take a good hard look at your design. QR codes, URLs, and hashtags don’t take up too much space. So, if you’re having difficulty finding room for two of those options, you are likely packing too much information and graphics into your design. Unless, of course, minimalism is your goal. In that case, find ways to blend the digital connections in with other copy. However, for those with busy design, it’s time to make space for the digital age.

Shenandoah double sided label - Great Lakes LabelPromotional Labels & Booklet-Style Labels Expand Content

Only have space for one label? Layer it up. By using peelable promotional labels, the digital content printed on the backside has the potential to be continuously updated. So, keep the cover the same, yet create seasonality with your packaging. Alternatively, booklet-style labels open up to reveal even more content space. This provides even more value for customers and engages their senses in a haptic marketing sense.

A/B Testing

Also, consider testing all designs to gauge which form of technological connection is best for your demographic. By creating several designs and testing with unbiased customers, you get an accurate picture of how to best design using the space available.

 

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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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.

 

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

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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When is it Time To Update Your Labels?
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When is it Time To Update Your Labels?

As the luxury packaging market grows, the need to stay competitive is essential. This may mean that new designs and redesigns need to be rolled out. That said, there are many ways to stay competitive while also maintaining brand aesthetic. So, when, and what, do you update?

Peony With and Without Techniques

Keep The Design, Update The Techniques

We’ve previously looked at how techniques improve a design with before and after comparisons. It demonstrates how these techniques will look like in person, and also the drastic impact it makes on the same design. So, when a design becomes outdated, stale, or lackluster (in comparison to new labels printed by competition), add foiling, embossing, or other innovative labeling techniques to easily elevate the design.

Temporary Changes & Testing

A&B Testing

Instead of rolling out a new design in full, test new design features and gather data on what customers gravitate toward. This is A/B Testing and it has the potential to make intelligent design roll-out decisions, or even measure whether the design should change, to begin with.

Heineken Label by Great Lakes Label for a label update

Promotional Labels

Test new color schemes, labeling techniques, or branding with promotional labels such as IRCs (Instant Redeemable Coupons). Gather customer feedback, and other data without making major changes to the established product design.  It also allows for seasonal interest and creating a buzz around new product releases.

A Completely New Label Design

Lastly, there’s the option to fully commit to a completely new design. This particularly impacts new products and new businesses. When a new design is rolled out, the best way to make a competitive label is by considering standard design rules, adhering to regulations, using classic, long-standing aesthetic trends, representing brand values in an explicit and symbolic way, as well as using innovative techniques to elevate the design. This way, you give the label the best chance possible to catch customers’ eyes and establish authenticity.

 

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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Should You be A/B Label Testing?
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Should You be A/B Label Testing?

A/B testing is a marketing technique where two versions of the same concept run for small test groups to collect data before making a final decision. Usually, these tests help with e-blasts and websites to see which version got the most opens. Does this technique have value with your packaging?

 

When Not to Conduct A/B Testing

Since testing is a marketing strategy, it may not work for pharmaceutical labels or any other label that impacts customers’ health. Do not run A/B testing on required copy because, well, it’s required. Instead, larger font sizes or types are a way that labels could play with enhancing the design for customer satisfaction. If the changes only make the package more accessible, it’s worth trying.

 

How This Technique Can Work For You

digitally printed wine labels by Great Lakes Label - a/b testing

Above are two R&D labels printed for a trade show. These act as a great example of how A/B testing could work. As you can see, the copy remains the same on both labels, except for the name of the product. The color and image convey the same message but are different enough to impact the sale. If you were to run a small batch of both labels and put them up on opposite ends of your vineyard store, data would prove to you which design sells better.

Not Only For Graphics & Copy

This technique can also work with stock and adhesive. Trying to decide between glossy and matte? Weighing durability over a label that’s easy to remove and reseal? Test all options and let the data inform your decision. Instead of going into product development using assumption and personal taste, go into it with customer backed information.

 

Are you interested in learning more about what Great Lakes Label’s products? Download our comprehensive label production and design guide.

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