When a customer scans the aisle, looks in the cupboard, or seeks a solution, does your label catch their eye? Does your label capture your brand story?
Many marketers consider packaging and labeling critical to solidifying customer-brand connections. Your packaging and labels are vehicles for brand-driven storytelling. Sometimes, a label is your sole method for communicating with a customer. It's your one shot to reel them in and tell them who you are (and how you'll fulfill their needs).
In short, a good label needs to say, "Pick me! Here's why!"
1. Labels Create A Narrative
Consider labels as the cover to the book of your brand-story—they craft a narrative about your product. Labels tell consumers the story of what’s behind and inside the package. For an interesting example of the label-as-a-story concept, consider wine labels.
Many products feature narrative labels, but the wine industry stands out as having mastered the art of brand-driven storytelling on a label. The wine aisle tells more stories than a library shelf; each label has a tale. Some feature illustrations of a chateau or vineyard (capturing authenticity and brand authority). Others may feature artwork that feels carefree, joyous, and even a bit naughty…and really, is there any better way to sum up the story of wine?
Packaging as brand-driven storytelling isn’t limited to wine labels, however. Any brand can apply this idea to their label and achieve the same effect. In one study, researchers found consumers who connected to a story were willing to pay up to 64% more for a product.
2. Labels Convey Critical Information
Now, taking a departure from the beverage department, let’s consider labels used in the medical industry. In this case, the labels’ story isn’t a fairytale. For medical labels, the story is informational, precise, and vital.
We may often overlook the informative nature of labels when we think of brand-driven storytelling, but these components are crucial. They may convey all kinds of critical information: the manufacturer branding (evoking reliability, reputation, and accountability), the quantity, instructions for use, expiration date, cautionary information, and much more.
The language used in instructional labels is straightforward and easy-to-follow. It's telling consumers exactly how to use the product and what problem it will solve—non-fiction when you need it the most.
3. Labels Evoke a Feeling
When you see a professionally labeled product, you associate professionalism with the brand. Labels capture a brand’s personality using logos, colors, fonts, pictures, and design elements to craft a myriad of messages.
A brand may convey warmth, trust, nostalgia, value, prestige, whimsy, environmental awareness, health-consciousness, or many other messages. Symbolism in labeling and packaging is a powerful tool for three-dimensional communication to customers.
The feelings evoked by your labeling reinforce customer recognition and confidence. Think of your label from the customer’s perspective. What feelings does it evoke? What is the message? Is the message consistent with your brand, yet unique enough to differentiate each product? Does the customer know and trust you will solve their problem?
4. Labels Please the Eye
Storytelling is traditionally a language art, but a visual method like labeling transcends language to convey a message. Using the right material, colors that catch the eye, graphics, shapes, and finishes will play up your message and convey meaning without words.
Think of the richness of a foil or embossed label. Unique label elements showcase an attention to detail and care. Certain finishes appear handcrafted and rustic, or modern and sleek. Each component of the label captures the eye and reinforces your message.
Envision your label without words. What do the visual components—shapes, colors, lines, and fonts—say to your customer? Is this the message you want your brand to send? Does it capture your story?
Brand-driven storytelling is both an art and a science. When wielded properly, it will catch the eye and help you send a powerful message in an instant. If you’re ready for labels you feel proud of, contact us today!