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Create a Personalized Experience With Label Design
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Create a Personalized Experience With Label Design

This Packaging World article discusses 5 ways packaging inserts can create a personalized experience for customers. With the growth of digital label printing, customization has grown. It’s time to think outside the box and offer a personal experience like no other. It’s easier than you think, but it also requires innovation and creativity.

 

Digital Label Printing Offers Packaging Customization

Coke changed the packaging game the first time it released names on their bottles. The rise of digital printing offers short runs of various designs to create a personalized feel when customers shop. More recently, this has been seen for LIFEWTR where the art used on the bottle is as unique as the person buying it.

Great Lakes Label production floor

For your products, digital labeling is an excellent way to create a unique experience for your customers. Create many, many different designs for your product. Also, consider the shipping location. Incorporate local culture into the design, or even, simply include the city name. Although this technique is not personal to your customers, it’s personal to their situation and will elicit warm and fuzzy feelings.

 

Create A Personalized Experience With Labeling Technology

Labeling technology refers to RFID (Radio Frequency Identification) or NFC (Near Field Communication) that connects to customers’ phones. While RFID is long range, NFC is short range. With NFC, the customer also needs to hold their phone up to the label for a pop-up window to appear. This also only goes into effect if they have the NFC capabilities turned on. This creates an easy way for brands to share custom content through their labels.

While QR codes link customers to digital content, they don’t involve labeling technology RFID and NFC do. QR codes are a simple, cheap way to share content. In this case, a secondary label with tech would not need to be added to your standard label, but it makes the design change from label to label.

Link To Location-Oriented Content

Location-oriented content is a one way to use the technology. Make personalized videos, blogs, or apps for each major city. Use the culture of the location to share relevant content. Here are some examples:

  • Food
    • Recipes, or video tutorials, relevant to local cuisine
  • Beauty & Personal Care
    • A quiz for finding the perfect night-out spot in the city, paired with a beauty routine suggestion featuring the product they purchased
  • Wine, Beer & Spirits
    • Romantic day trips with food and beverage pairings
  • Pharmaceutical
    • Show the customer various locations in the city where their medication is available for pick-up
  • Household & Cleaning Products
    • Inspirational interior design boards featuring local sports teams, images of the city’s skyline, and local cultural references
  • Horticulture
    • Information on how the plant needs to be cared for, based on local climate

When designing labels, consider how to link customers to your content. What format are your customers most responsive to? A/B testing is a fantastic way to see if they will use the technology offered, and their engagement levels (through studying test subjects or observing web page analytics).

Connect With a Bot

Many social media users find bots impersonal and annoying. That said, if used understanding the customers’ needs, it is a very useful tool for personalization. Instead of linking customers to videos or blog posts, the link connects them to a page where they can carry on a conversation with your bot. This is a much more interactive and engaging experience with your content. Now, they can access all the helpful information they’re looking for from your blog in easy to digest messaging. As the conversation flows, their understanding of the product and how to use it grows. So does their sense of connection and relationship with your brand.

A Quiz For Custom Recommendations

Connect customers to various quizzes you have specifically created for the product they bought. A simple QR code with a call to action by it is enough to catch their attention and their interest with this personalized experience. Through these quizzes, show them ways to use the product, and upsell other products in your line. For example, if you are a distributor of produce, create a quiz that leads the customer to their ideal meal match based on their time commitment, cravings and skill level. If accessing the quiz in store, the customer picks up the products they need to make the recipe. If accessed at home, the customer saves the link for next time. Either way, they are entertained with a personalized experience. This develops the relationship between them and your brand.

 

White Space For Gift Customization

Monrovia Label by Great Lakes Label

Another tactic is to leave the customization up to your customers. With Valentine’s Day coming up, promotional gift packaging is the key to this technique. Provide customers with space to write notes, draw, and generally connect to the recipient. Make an ad-libs style poem, provide space for the “to” and “from” notations, or simply give them space.

Above is an empty Monrovia R&D design and pot. The label uses metallic stock to catch the customer’s attention and the white space provides them with room to customize. It’s simple, classic, and romantic. It also compliments the product.

 

A personalized experience should be a creative experience. To delight your customers, consider the problems you help them solve. Show them new and exciting ways to use your product. Most importantly, don’t be boring.

 

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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Should Customers Vote on Label Design Changes?
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Should Customers Vote on Label Design Changes?

Really, should customers vote on label design changes? On the one hand, it muddies the waters internally. Suddenly, what you’ve been working toward for your brand isn’t advantageous. On the other hand, it gives you direct insight into your customers. They are the ones buying your product after all. Shouldn’t they have a say in what they want to see?

Customers Vote Using A/B Testing

In a previous blog, we talked about the benefits of A/B testing. This is the process of putting two different designs for the same product in front of your customers to see which item gets more sales. The design that makes more money wins and should be used moving forward.

digitally printed wine labels for a/b testing or customers vote by Great Lakes Label

A/B testing works as voting. Your customers won’t realize this is what they’re doing and will give unbiased, specific feedback because of it. The only problem is that you won’t give feedback on what it is they preferred. Take the above image for example. If the right label made more sales than the left, you won’t know if it’s because of the label color, image or name. Testing one item at a time is ideal.

Another con is that if you take the direction of testing one item at a time, you waste valuable time and effort with testing. This works for a flagship store where testing happens on a display level, but it’s not ideal for the small business owner. Instead, direct feedback in one session for some brands.

Take Direct Feedback With A Grain of Salt

In the case of receiving direct feedback in the form of comments, consider that you won’t apply all suggestions. Everyone has a different opinion on what is aesthetically pleasing or helpful to include on a label. You won’t satisfy every single suggestion when customers vote. Instead, you can gain valuable insight on what they are looking for overall. Take the pulse of your demographic and work on a design that will delight them in-store and provide them with helpful content once they’ve brought the item home.

If you consistently receive comments saying that the product is difficult to use, or that there needs to be more instructions included in the packaging, use a booklet-style label. This label opens up providing you two more pages to provide instructions for your customers. Provide simple graphics that walk through the customer on the outside label. Or, link to a video tutorial using labeling technology or a simple QR code.

 

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.

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Get Inspired: Summer Designs
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Get Inspired: Summer Designs

Today is the first day of summer, and to celebrate, we’re looking at summer designs. Summertime is not just ideal for incorporating bright, bold color, but also for creating promotional labels for summer products.

 

Carolina Lemonade Mix Packaging Summer Designs By Jessica Haas
Carolina Lemonade By Jessica Haas

Carolina Lemonade Mix Packaging By Jessica Haas

Lemonade is a classic summertime drink and if you’re designing a label for the product, let it speak for itself. This concept is brilliant because the ever-trendy minimalism allows the vibrant yellow of the drink to shine through. While not black, the dark lettering works well with the lemon yellow, while also being easy to read. The simplicity plays up the lemon graphic underneath the bottom border.

 

Willow & Sage Gelato Summer Designs By Zoe Blow
Willow & Sage By Zoe Blow

Willow & Sage Gelato Summer Designs By Zoe Blow

Gelato is another product that becomes more popular with the changing seasons. The vibrant colors make the various flavors easily identifiable, and cohesive when sitting together on the grocery freezer shelf. The wood top and hand-drawn aesthetic imply that this is a natural product with a handmade feel. Adding foiling or embossing to the label would further emphasize these details and create a luxury look.

 

Hell's Mouth Sauce Labels Designed By Eric Lowery
Hell’s Mouth By Eric Lowery

Hell’s Mouth Sauce Labels Designed By Eric Lowery

With barbecue season underway, nothing is more apropos than drawing connections between your product and the summer heat. The vibrant red block over the artistic background creates an engaging look to communicate the heat of each flavor. The ripped edges offer a homemade look implying that the product is made with natural ingredients. the hanging tags provide more room for offering product information, or even recipes.

 

Are you interested in learning more about how our labeling techniques can take your label to the next level? Download our e-book, The Complete Guide to Innovative Labeling Techniques.

 

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