Wouldn’t it be lovely if there was a foolproof formula for producing labels that spurred unmatched sales on an ongoing basis? Until such a method is developed, why not focus on what you can control?
Labels represent your product to the world. It’s an industry where first impressions are everything. This impression needs to not only incite an action – it should have a lasting impact in the mind of your customers.
So, what should you do before you start producing your labels?
1. Do your research
Your labels need to stand out from the bunch, so you need to know what the ‘bunch’ is up to. Looking at what your competitors are doing is a great place to start. For example, if it’s a food product, a quick trip to the supermarket will allow you to gather valuable information about how competing brands stand out on the shelves. Consider looking at:
- Colour palettes
- Typography style and size
- Imagery and graphics
Be thorough in your research and support your notes with supplementary evidence, like photos. Making lists of what you like and what you dislike are good first steps before proceeding to more in-depth consumer research.
2. Know your packaging
Many people come to a label company before they’ve chosen packaging. This approach is wide of the mark and can detrimentally impact the result – after all, our expertise isn’t knowing what material you need for packaging your product. We know labels. And, we’re proud of it.
Knowing your product and its packaging like the back of your hand will drive the development of a suitable label. It will determine the size, shape and material options from the outset, which will cut out a lot of the back-and-forth with your label producer.
3. Ensure your artwork is well designed
In the creative industries there’s an adage that goes something like this: everybody thinks they’re a designer and a marketer, but why doesn’t everybody think they’re a dentist? Basically, what we’re saying is the design of your label should be done by a designer. Luminar has in-house designers if your job requires our help.
Before you start thinking about producing labels, ask yourself what you want the label to look like and say. Beyond the colours and fonts chosen, be sure to think about its written content and the call-to-action. What do you want your customer to think, feel or do? Working with a copywriter and a designer will make sure the whole process – from product development to label production – is an integrated one.
4. Know what you want from your labels
It helps to be specific and informed when dealing with a label printing company. The more precise your brief, the better the result. We recommend including:
- Image examples of what labels you like and why
- Information about the product packaging
- The label size in millimetres
- What material(s) you’d like your labels printed on (if you’re unsure, this article may help).
5. Check that your artwork file is print-ready
Print-ready is an industry term we use to describe an artwork file that meets specific printing requirements—colour or file format, for example—to produce the best results. If we receive an artwork file that doesn’t adhere to our print-ready requirements, we’ll work with you or your designer to make corrections. Although we work very efficiently, these (often avoidable) delays may effect the turnaround time for your print project.
Knowing what you can do when designing your document for print will save you time and headaches down the track. We recommend downloading our artwork file requirements sheet (PDF) before you start the design process.
Want more information or have a question about a labelling job? Get in touch with us today to see how we can work together.