| There are no hard and fast rules that you can follow in | | | | whereas gloss will add some impact to the colors on |
| order to create a well designed product label. | | | | the label and provide a shiny, reflective look. A good |
| However, most of us recognize an appealing design | | | | example of the matte look is the Honest Tea brand of |
| when we see one. Why? Because there are certain | | | | bottled teas. In the highly competitive beverage market |
| elements that will make a label design attractive and | | | | they have a more subdued look with a simple label |
| compelling. This article will guide you through the main | | | | that works really well with the matte finish. If you can't |
| design elements of a product label and provide tips on | | | | decided between matte and glossy then do a small |
| how to use these elements to your advantage. | | | | order of both and test it - see what people find most |
| 1. Color | | | | attractive. |
| To grab the attention of someone who is casually | | | | 7. Label Size |
| walking the aisles of the supermarket you need to use | | | | If you are using a round container then you most likely |
| color well. The color you choose for your label is | | | | have a choice - do you want one large label or |
| dependent on a number of things. What color is your | | | | separate front and back labels? Front and back labels |
| container? If you are using a clear container, then what | | | | allow you to elegantly separate the front branding |
| color is the product? You need to make sure that the | | | | information from the ingredient and regulatory |
| colors you choose for the label don't clash in a | | | | information but they can be more expensive than a |
| negative way to lessen the visual appeal of the entire | | | | large wrap around label. If you go with a wraparound |
| package. Luckily there are tools to help you choose | | | | label then it is important to keep a front "panel" with the |
| colors that will work well together. Adobe Kuler | | | | vital branding information because that is what the |
| (kuler.adobe.com), ColourLovers ( and ColorBlender ( | | | | consumers will see as they are browsing the aisles. |
| are tools that you can use to help choose attractive | | | | 8. Shapes |
| color combinations for your labels. | | | | You can really draw attention to your label by using an |
| 2. Graphics | | | | unusual shape. This will require the initial investment of |
| An eye catching graphic will also help draw attention to | | | | a new die which can cost several hundred dollars |
| your product. With stock photography and illustrations | | | | depending on the size and complexity of your design. |
| so inexpensive these days you can find a graphic for | | | | Heinz ketchup is one example of an unusual shape |
| your labels at places like or for just a few dollars. You | | | | done well - the keystone label shape has become part |
| can then use these images on your product labels, just | | | | of their brand after more than 130 years. Here is one |
| be sure to check the license agreement. In the case of | | | | trick that can save you the money of buying a special |
| iStockphoto you can use most images for up to | | | | die. Use a clear label and simulate an unusual shape by |
| 500,000 product labels without buying an extended | | | | using white ink to create your desired shape, so it will |
| license. A picture really can be worth 1,000 words on a | | | | appear that your label has a unique shape even if it is |
| product label as a compelling graphic draws the eye to | | | | a simple rectangle label. |
| your product. | | | | 9. A Theme for Different Flavors |
| 3. Readability | | | | With multiple flavors of the same product it is important |
| Color and graphics will help catch the eye but unless | | | | to keep major design elements of your label |
| your label is easily readable at a glance then you will | | | | consistent. Whether someone is looking at the peach, |
| lose people. They say you have only 2-3 seconds to | | | | orange or lime flavor they should be able to recognize |
| attract the attention of a shopper browsing the aisles | | | | instantly that it is all the same company and brand. A |
| of a grocery store which is enough time to read just a | | | | company that does an excellent job of keeping a |
| handful of words. You should have your brand or | | | | consistent yet different look between flavors is |
| company name as well as two or three words | | | | Nantucket Nectars. Each flavor has a simple illustration |
| describing the product in large enough type that it can | | | | encompassing the flavor with a similar scene from |
| be read from six feet away. | | | | Nantucket Island in the background. |
| 4. Fonts | | | | 10. Contact Information |
| Speaking of type, your choice of fonts is a critical | | | | In the 21st century every company should have |
| decision and deserves just as much attention as | | | | contact information on their product labels. This is |
| choosing color and graphics. Don't choose one of the | | | | obviously not about making your label design more |
| standard Windows fonts such as Times New Roman | | | | appealing, but rather having your label be more than |
| or Arial, and also avoid overused fonts such as | | | | just a passive selling and marketing tool. An 800 |
| Papyrus or Monotype Corsiva. Don't be afraid to try | | | | number, a web site and a physical address can all be |
| something new and different - there are thousands of | | | | easily included on the label. You could provide a special |
| unique fonts available online - just go to or The | | | | web site on your label for customers to sign up for an |
| important point to remember is that you want good | | | | email list, so you can gather information and start to |
| looking type that is easy to read. | | | | interact with your good customers. |
| 5. Material | | | | When designing your label it is important to take into |
| Before you even begin the design process you need | | | | account what your competition is doing. If most |
| to consider the label material. Your design needs to "fit" | | | | companies in your space have very colorful and |
| the material. Common material choices include white, | | | | glossy labels, then maybe a more plain and subdued |
| clear, or a cream textured paper. Clear material allows | | | | look will allow you to stand out on the supermarket |
| for a "no label look" that can be very striking if you | | | | shelf. Take many of the elements mentioned here and |
| have a colored container or product. Take a look at | | | | differentiate yourself from the competition. Providing a |
| Palmolive original dish soap - this is a product that uses | | | | new and interesting look invites customers to pick up |
| a clear label very well. A simple design with white ink, it | | | | your product. |
| really shows off the striking green liquid inside. White | | | | As we said in the beginning of this article there are no |
| material gives you the most flexibility with design, | | | | hard and fast rules for good label design, but if you |
| because you can make white into any color you like, | | | | stroll the grocery store aisles and look at the labels of |
| or you can just use the white background. For an old | | | | products that have been successful you will see that |
| world look, a textured cream paper can be very | | | | they have many elements in common. Of course, |
| effective and is popular with wineries where you want | | | | most of these successful products have labels that |
| to convey a handcrafted image. | | | | were created by professional graphic designers, so if |
| 6. Label Finish | | | | you can afford one I firmly believe that is money well |
| Whether you choose a glossy or matte finish to your | | | | spent. But if you don't have the budget or prefer to do |
| labels is a judgment call depending on the kind of | | | | it yourself then consider these ten elements when |
| image you want to convey. A matte laminate can | | | | creating your product label. |
| provide a more classic look that is very easy to read, | | | | |