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4 Strategies for an Irresistible Product Label
When your product is on the shelf next to several competing brands, you need a sure-fire way to catch the attention of the consumer. Your product has mere seconds to convince people to buy. Those seconds are dedicated to your label, so you have to make them count.
Your label needs to reach people on an emotional level. Whether that is through laughter, shared values, or shared tastes, you need a quick way to make that connection. Here are four strategies to help.
1. Telling a story. Branding is all about the story these days, and it’s the best way to connect with your target market. However, you only have so much room on a label. If you have a well-known brand story, you can shorten the story down to a couple of sentences. If not, you can take a cue from Clif Bars.
These energy bars have a 10-sentence story on the back of each package about the how the product came to be. It is relatable and honorable, and it doesn’t take up that much space.
A weaker alternative that saves space and can still be effective is to give a short teaser and a QR code. Use 1-2 sentences to entice the buyer to read the whole story, and then continue it through the QR code link. Consumers may not take the time to read it in the store, but curiosity just might get your product home.
2. Vary your images. The recognizable elements of your brand design – borders, colors, fonts – should always be consistent. However, the images you choose can vary, and not just by flavor or scent. Think of Coca-Cola’s “Share a Coke” campaign where all its products have a different name on them.
As for images, Jones Soda does an incredible job with this. The company uses customer-submitted images on its bottles. A consumer could drink dozens of bottles and never see the same label twice.
3. Use facts, quotes, messages, or jokes. This is a fun strategy used by Snapple, SoBe, Dove candy, and Laffy Taffy. Consumers like the novelty of finding the hidden message, much like opening a fortune cookie.
4. Find inspiration. If you don’t know what might work for you, do a little research. What are your top competitors doing? What about your indirect competitors? If you sell body wash, check out labels for BBQ sauce and beer. Don’t copy the labels – use them for inspiration.
Depending on the route you choose, your label production needs will vary. Costs will look different for each scenario, so make sure you consult your commercial label company for the best options. Ace Adhesive Label will analyze all of your needs to offer the best options for you. For a label that’s a homerun, contact us at 800-383-8631 or firstname.lastname@example.org.