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Consider Your Consumers As Your Marketers
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Consider Your Consumers As Your Marketers

This article from Packaging Europe touches on the ways modern consumers influence packaging design. This Biz Community article considers the same prospect but also examines the ways in which packaging creates experiences for customers. So, by designing the product’s packaging with a wider view in mind,  you create a full experience for customers, not just a protective casing for your item.

 

How exactly are consumers your marketers?

Shoppers have always spoken about the products they love, but these days it’s also done on a public online stage. So, take advantage of it. As a result of creating beautiful and helpful packaging, you’ll get customers who market it. Yes, even go above and beyond the competition. Don’t just offer a product, build that experience.

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Social Media Influencing

Obviously social media has completely changed the marketing landscape. Now when people like your product they also promote it on their social media pages. The brands they like almost inform the brand influencers build for themselves. So, make your packaging worthy of the product placement. Not only do you have the option to pay influencers to promote your product, but fans will create their own user-generated content for you when they’re excited to show it off. Artistic packaging makes it far easier for the later to enthusiastically occur.

Word of Mouth and Blatant Recommendations

Online and off, an unbiased recommendation from someone you know is a very convincing way to try something new. So, when you create packaging that goes above and beyond to serve customers, they’ll post online reviews, discuss their experience in person, and even post positive comments on your social media pages. This type of engagement must be earned through value. Shoppers need to be inspired, educated, entertained or assisted in using the product to find this level of connection with a brand.

Vegetable-Noodles-Family-with-Label-2The Importance of Brand Values

First, communicate the values your brand holds dear. Even product specific values. This information is communicated through association logos, on-theme product photography, and of course, label copy. Selling vegetable noodles? Communicate that it’s a fresh, healthy, and quality product by using imagery that connects shoppers to a clean, professional restaurant environment. So, whether they realize it or not, they understand the values of the product with a single glance.

Bissell Cast & Cure - Great Lakes LabelInnovative Labeling Techniques

So, how do you design a label that looks beautiful enough to enthusiastically promote? Enhance it with labeling techniques. There’s so many to choose from, so consider the purpose they hold. Create more realistic images with embossing and foiling. These classic techniques make your sunshine motif glisten in the light, or your metallic bolt graphics pop off the surface. Then, create a more unique dimension with tactile coatings. Or, leave your competition in the dust by using unique, holographic techniques like Motion Coat and Cast & Cure, seen above. These techniques not only glimmers in the light, but they create nostalgic and positive subconscious connections.

 

sample beer label with a consistent brand voice online marketers and on social media

E-Commerce Presentation Can’t Be Shrugged Off

It’s important to find consistency in your in-person and online experience. Shoppers need to easily find your product and your storefront, but they also need to recognize it’s the official page. Consistent branding, copy voice, and imagery help with that.

Plus, how your techniques appear online is crucial. This not only highlights the design elements but offers an authentic, transparent shopping experience. When the product arrives on your customer’s doorstep, they’ll want to know exactly what’s inside.

All Label Gator booklet stlye labels printed by Great Lakes Label 6Booklet-Style Labels

Booklet-style labels offer more content space to expand on helpful information or to provide translations. Plus, when customers open up the label, it engages the emotions on a haptic level. Now, they are not only delighted by the satisfaction of being able to open up the label, but the information inside provides added value. This is a simple way to even step above your competition and stand out. Offering simple tutorials inside is another way to turn shoppers into your marketers.

 

wetstick label - great lakes label - strong label stocks for photo ready packaging

Durability in All Conditions

No customer is going to become your marketer when the label is peeling off the container. Use water-resistant labels like The WetStick™ featuring an adhesive chemistry so strong, you can apply labels underwater. Don’t skimp out. Go for quality stocks and labeling options that last well past the grocery aisle. When you don’t invest in quality, loyal customers post undesirable pictures of your disintegrating pool-side label. That’s not very re-postable. So, do yourself and your customers that favor. This also goes for heat resistant labels, using UV inks and on and on.

 

Subway Snapchat label with pull tab Great Lakes Label 3

Labeling Technology

Lastly, labeling technology like NFC (Near Field Communication), QR codes, and even hashtags connect customers to more value. Send shoppers to your custom created video tutorials, blog posts, and apps that offer inspiration, information, and community connection. This goes a long way in finding even more value and longevity with a product. Plus, when the information provides more fulfillment, customers will come back for more. Take the extra step, go above and beyond your competition, and the return on investment will show. Plus, the physical engagement with the packaging engages the senses in a similar way that labeling techniques do. This may just be the very thing that turns your customer into your very own marketer.

 

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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Why Isn’t Packaging a Major E-Commerce Draw?
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Why Isn’t Packaging a Major E-Commerce Draw?

This Packaging Gateway article talks about the lack of an e-commerce draw there is for packaging design. Their piece says:

Less than 25% of the respondents in the survey identified packaging as a major contributor in fuelling online sales, even as 73.5% opined that e-commerce/online shopping is an important medium for brands and products.

However, does this truly mean that there’s no room to make packaging part of the products’ value when shopping online? Short answer, no. When packaging offers no value, this statistic makes sense. So, outperform your competition by thinking outside the box and create labels and packaging that excites. Don’t just throw together something flashy. Consider the needs of your demographics and how packaging also works to offer them solutions.

 

What Constitutes E-Commerce Packaging Appeal?

Online images only show so much of a product. For many products, the packaging isn’t even included. However, if label design isn’t an asset to your product, consider the opportunity available. Afterall, brands that go above and beyond to surprise and delight their customers have the competitive edge.

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

Offer More Than The Product’s Value

Don’t create a label that accomplishes the bare minimum. Sure, labels offer value no matter what. However, pushing boundaries are required to surprise and excite shoppers. Labels are often overlooked spaces despite the possibilities of creative problem solving being endless. It’s hard to come up with ways to take your design to the next level, so here are some options.

Great Lakes Label’s Video Portfolio

This is a video portfolio of labels created by Great Lakes Label.

Create Beauty in Design With Innovative Labeling Techniques

For some products, the packaging is an exciting part of the product and not simply a protective, informative container. One way to achieve this is through using innovative labeling techniques that shine in the light. There are classic techniques like foiling and embossing or instead try something your competitors aren’t using like the holographic techniques, Motion Coat, and Cast & Cure. When your label is a work of art or makes people want to pick it up, they’ll have yet another reason to buy your products. So, after you incorporate techniques into your design, an e-commerce issue becomes how to best represent the artistry of your labels.

Play With Lighting When Creating Product Photography

Good lighting is everything in product photography. When flatly lighting textural techniques like embossing or tactile coatings they end up looking indistinguishable from the rest of the label. As a result, the unique quality of the design is proven irrelevant. Same goes for any techniques that shine in the light. They need to glisten in product photography so customers know what the product looks like in real life. Not only does it misrepresent your item, but it communicates that an authentic shopping experience isn’t a priority for your brand.

Experiment With Video

Lighting is often still tricky where glare is concerned. So, this is where video steps in to offer better value. Instead of showcasing the product in a single picture, spin it in video form so that customers get a better sense of it as a whole.

Video is also a crucial, popular format to capture shoppers’ attention. More video is consumed online than any other form of media. So use a form that statistically they prefer. This also shows shoppers that your brand puts their needs first and will go above and beyond the competition to provide excellent service.

Unboxing Videos’ Impact

Unboxing videos have been steadily increasing in popularity. It’s no surprise that they highlight the packaging in an honest, unfiltered way, at least when the videos are uploaded by customers. However, not only will your customers share this experience through video, but you should share it as well. When some listings don’t show the label or packaging, this video will make it clear to shoppers what to expect when the item arrives at their doorstep.

Costa Farms Label by Great Lakes LabelOffer Content Value on The Label With Booklet-Style Labels

If consumers don’t find the packaging a major contributor to online sales, then make it so. Offer more value than they get in the grocery store with exclusive e-commerce booklet-style labels. Provide added value through information, translations, or links to digital content. Then, make sure this online special design is promoted through impactful product photography. When customers see that your item goes above and beyond the competition and in-store offerings, they’ll change their mind about the importance of packaging online. In fact, they may find the packaging offers just as much value as the product itself. Afterall, the resources you offer inside helps them use the item.

 

Great Lakes Label Promotional Holiday Hot Chocolate R&D Design
Great Lakes Label Promotional Holiday Hot Chocolate R&D Design

Link Customers to Added Content Using Labeling Technology

As mentioned above, labels offering linked content also offers value that helps them use the product. So, it enhances your brand perception and makes it more likely that they’ll make a return purchase. There are a few technological options like NFC (Near Field Communication), QR codes, simple URLs, and even hashtags. Yes, hashtags link customers to social media pages with other customer created content. It provides unbiased perspectives and connection.

Why is it Important to Create Authentic and Empathetic Added Value?

Let’s start with the selfish reasoning. When customers better understand how to use your product, see added value in artistic design, or enjoy your blatantly displayed brand values, they’ll buy more. So, while some of these techniques cost money, it earns money too. In fact, it earns loyal customers.

The cold hard fact is that authentic and empathetic value helps your customers which is the point of your business, to begin with.  So, when you give them something your competition isn’t giving them, you’ll be offering genuine care for their needs. As a result, you’ll be helping people live healthier, happier, or easier lives.

 

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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Mixing Brand Aesthetics For Labels in Product Collaborations
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Mixing Brand Aesthetics For Labels in Product Collaborations

Mixing brand aesthetics is a complicated design task when the looks clash. Color schemes, graphics styles, and fonts all interplay in collaborations. There are, however, simple ways to make the label design look far more cohesive.

Nature Valley Yoplait 7-11 Label Printed by Great Lakes Label - mixing brand aestheticsIt’s Your Product, So Keep Your Branding When Mixing Brand Aesthetics

Simplicity is a fantastic way to ensure both aesthetics mix well. So, incorporating fonts from your logo in other copy, or colors from your logo, offer a baseline to refer to. Some logos and color schemes will match pretty well, which is great! It makes it a lot easier in that case. However, other collaborations will not be so fortunate. In that case, increase whitespace between the logos or imagery from your collaborator’s brand. It gives some rest for the eye and makes it easier to infuse some neutral colors around their portion of the label if applicable.

 

Find Commonalities

What do your two brands have in common? Try working from there. Are there similar colors, font styles, or graphics used? Work from there.

When there aren’t many commonalities, consider what colors, fonts, and graphics your brand uses that compliments elements in theirs? Although this isn’t a direct similarity, it provides a place to start with what elements mesh well. It just takes one spark of an idea to better weave the branding together seamlessly.

 

Draw The Eye Using Innovative Labeling Techniques

Innovative labeling techniques such as foiling and embossing create separation from the different design elements on your label. Plus, when they catch the light, techniques draw the eye to your product and to specific areas they’re applied to. It’s creative control over dividing contrasting elements on one label and also mixing it together. With holographic styles like Motion Coat or Cast & Cure, contrasting colors appear to fit in more with the technique used.

 

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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Mix Playfulness With Practicality For Candy Labels
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Mix Playfulness With Practicality For Candy Labels

Candy labels require a sense of flair, fun and light-hearted joy. It’s on brand with the service the candy itself offers. So, while your design shouldn’t take itself too seriously, here are some simple ways to add practicality to your label. After all, the more value you provide customers, the more they’ll enjoy your product.

candy labels on jugs

Candy Labels That Shine

Use innovative labeling techniques like foiling or tactile coatings to bring out elements of your design. Make it easy for shoppers to recognize flavor variations, product titles, and graphics. While this may seem to only accentuate the fun aspects to design, it does also provide practicality. When shoppers search in a long grocery aisle lineup, techniques glisten in the light and make it easy to spot your items. It also provides efficiency in communication variations or differentiating your brand from your competition.

Use Technology to Link To Recipes

Use NFC (Near Field Communication), hashtags, or QR codes to link customers to recipes that incorporate your items. While hashtags are useful in building a social media-based community, NFC and QR codes are more efficient at linking customers straight to content on your website. So, not only does this provide value, but it drives traffic to your site.

Expand Content Space to Offer More Value

Use booklet-style labels to expand the space available on your container. So, instead of linking customers through technology, you have the option of providing a simple recipe inside the front label. Plus, there’s room to offer inspirational imagery or use the cover as a peel-off coupon. This is particularly helpful for seasonal and promotional labels if there are seasonal offerings connected to your brand that need space to promote.

 

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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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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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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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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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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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.

 

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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.

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Go Viral With Your Label Design
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Go Viral With Your Label Design

Everyone wants to go viral these days. It’s understandable considering how influential a viral marketing campaign is. So, create labels that break boundaries and offer your customers value at the same time. It may just be easier than it sounds.

First, A Disclaimer

You can’t predict whether or not you’ll go viral. You can only perform certain steps to give your brand the best shot. So, while we have tried and true options, they don’t necessarily mean that they’ll make your business erupt with business. As they say, or more specifically, as Seneca once said…

“Luck is what happens when preparation meets opportunity.”

Now, Set Your Goals

This may seem counterproductive since you can’t determine how successful a campaign will be, but what is your definition of success? Is it a number of Instagram views? A number of product purchases? Or, are you looking to increase your follower count and convert strangers into loyal fans? Whatever it may be, these numbers help you get a bearing on how the campaign is going and whether or not to do more to reach that goal.

Do What’s Always Been Done Before, But in a Brand New Way

If you take a look at viral label design campaigns in the past, you’ll notice that they’re not revolutionary, but they’re exciting and valuable.  The Pepsi emoji labels used personalization just like other brands have, but it also created a unique, on-brand, and fun experience for customers. Don’t be afraid to move forward with a concept that has roots in other concepts. Just don’t copy. Instead, make sure the idea is so good that it’s worth the comparison.

 

Lake Day Chardonnay Sample R&D Label Designed By Great Lakes Label

Lake Day Chardonnay R&D digitally printed wine label designed by Great Lakes LabelTest, Test, Test

How do you know your design has the potential to go viral? A/B test. By getting feedback on the design early on, there’s less risk and more data-backed information driving the campaign forward.

Go Above and Beyond

Don’t just create a pretty label. Create a useful label that has the potential to be transformed or repurposed. Create a label that reveals something to the customer using labeling technology. Or, create a label that allows customers to stop and celebrate life in some way.

 

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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