Label Design and Packaging
In a product launch, the main task after perfecting the product itself Is the marketing of the product, and marketing Is all about the label design on the product and the packaging.
Sometimes smaller companies will skimp on label design and packaging design. This is a big mistake. The greatest investment during the marketing process should be put into the label and packaging.
The reason this is so important is that at the end of the launch when the product is sitting on the shelves in the store, the label and the packaging are what Is going to draw the customer.
The average attention span of a customer is three seconds. This means that a product has three seconds of viewing time from a customer in which to communicate everything about the product and why that customer should buy the product.
This means that the label and packaging need to be attention-getting, colorful, unique, and containing all important information that can be read quickly.
The information that should be on the label and on the packaging should include a very clear description of what the product is. It should also mention who the product is for and how it should be used.
Sometimes my clients get hung up on the verbiage for the label and packaging. They have sort of lost sight of what should go on the label or packaging because they have gotten so close to the product.
When this happens, I recommend to them that they do one of two things: Number one, that they run a test group and have the test group give their opinion as to what information Is unclear or missing; Number two, they should look at competitors’ labels and packages to see what information is on those.
I also recommend to my clients that if they are insecure about their writing skills or their graphic design skills, that they hire a professional. It’s definitely worth the investment. A professional writer or designer will be able to accomplish what you need to have done in a fraction of the time that you could do it, and it will be much more professional.
You do not want your label or package design to look less than professional. Don’t skimp; get someone on your team who knows what they’re doing.
The label needs to sell the consumer on the product. It also needs to sell another person on the product. That person is the wholesale buyer who will take your product and get it onto the shelves of the store.
That buyer needs to be impressed when he or she first sees the label and packaging. If you don’t get a wow out of that person, you are missing the mark, and you are leaving sales on the table.
So this is how I try to coach my clients – – about the importance of a great label design and packaging, of effective written content, and the tools they can use to get both.
My clients have found that when they invest in their marketing in this way, they experience success.