The labels that you work so hard to design for your products are important for a number of different reasons, some of which are obvious and some of which are… less so. Everyone knows that a label has to essentially act as both a representation of your product and a representation of your brand. It has to be appealing enough to not only catch someone’s attention when it’s sitting on a store shelf but also differentiate your product from everything else around it.
But the true power of your product labels actually runs a fair bit deeper than that. When used properly, product labels can be both an extension of your marketing and your customer service efforts, all rolled into one sleek and attractive option. Doing so, however, requires you to keep a few key things in mind.
The Power of Emotional Engagement
One of the major goals that all of your product labels must have involves creating a genuine, emotional response in whoever sees it. Many companies choose to do this both with the general design and layout, but also in terms of the information that these labels provide.
When used properly, product labels can absolutely be something of an educational tool. Not only are you attracting attention, but you’re making excellent use of that attention once you have it. You can include (short but sweet) supplementary information about not just what your product does, but why it’s important. You can cleverly show what problem your product is designed to solve, or how it’s going to make a person’s life legitimately better. This is something that goes far deeper than just “pretty graphics” or “eye-popping colors” and helps people not only notice your product but actually want to engage with it in the first place.
Product Labels as Proactive Customer Service
Another one of the primary goals of your product labels involves, essentially, acting as customer service before your audience member is technically a “customer” in the first place. By including not just information about what your product does but also how to use it, you can help people get the most out of their purchase as quickly as possible. You can help them extract additional value in a meaningful, organic way – something that will also go a long way towards differentiating yourself from competitors who still rely on style over substance.
This is truly how you get someone off the fence and push them towards making a purchase. If your product is already helpful by way of educational, informative product labels before someone has parted with their hard-earned money, imagine what awaits them when they do actually get back home again.
All of this feeds into the larger idea that every element of your packaging – including your product labels – should help extend the experience you have with your customer as much as possible. The experience doesn’t begin when they get your product home and open it up. It begins the moment they pick it up in their hands for the first time. Product labels that are built around the needs of your demographic are one of the best ways you have to do exactly that.
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