Today’s consumers are more selective than ever, and the importance of proper labeling can’t be underestimated. Every business owner needs to understand shoppers’ thought processes, and a buyer’s discovery of products and services starts with effective marketing strategies. While we all know about TV and print ads, as well as other marketing methods, it’s important for sellers to know that effective labels are also a great marketing tool.
Product Labels: What Do They Do?
Buyers aren’t just shopping for items, they’re buying brands as well. For instance, if you’ve used the same brand of laundry detergent for years, that journey had a starting point. Most people find and try new products through radio, print, and TV ads. In the sections below, the experts at The Packaging Lab will discuss how product labels affect consumers’ choices and companies’ promotional efforts.
- Getting customers acquainted. When consumers shop for products and come across a brand they’ve encountered via ads, they may not buy it immediately. Instead, they’ll likely read the label. Product labeling reinforces the concept of familiarity, making a consumer feel as if they’ve seen the product before.
- Building brand awareness. What if a product is new to the market and hasn’t yet been advertised in magazines, on the radio, or on TV? Here, labels are a powerful promotional tool because they give buyers a first impression of the product. Labels make a visual connection, telling buyers what a product is about and listing its instructions, warnings, and ingredients.
- Making products stand out. In most stores, similar products are grouped together. When there are multiple brands in a market segment, it can be tough to stand out, and products with appealing, creative packaging will likely be the first to get customers’ attention. When creating a label as part of a promotional effort, brands must carefully consider the graphics, design, color, fonts, and other elements.
The goal of a marketing plan is to encourage customers to buy the product, and to do it, you’ll have to show them how the product will solve their problems. Great labeling is a promotional tool that can take marketing strategies to another level.
Creating Effective Labels
Well-known brands go to great lengths when it comes to the production of packaging and labels. There are no universal rules on making labels that promote products, but there are a few fundamental concepts most companies use.
Offering Useful Information
When consumers can see what a product is and what it does, they’re more likely to buy it. These two vital pieces of information should take up a significant portion of a product’s label. The brand name, product name, and purpose should be clear. Part of promoting a product is helping shoppers figure out how it can help them, so this content should be concise and prominent.
Complementing the Product’s Aesthetics
Depending on a product’s aesthetic qualities, the label may need to be larger or smaller. For example, a fine jewelry box shouldn’t have labeling that obscures an item’s beauty. Conversely, products that aren’t known for their visual appeal can use larger labels.
Product Labeling, Branding, and Promotions Go Hand-in-Hand
A great deal of thought goes into the creation of a product’s packaging. Labels have a profound effect on a brand’s marketing efforts, and in many cases, they influence buyers’ purchase decisions. Therefore, sellers must ensure their products’ labels cater to the target market’s needs and preferences. To successfully promote a product, keep in mind that labels are a crucial part of the buyer’s journey and make or break the process.
