5 Ways To Persuade Consumers To Ignore Your Labels

February 19, 2019 By Doug Danosky

Experts tell us that packages and labels on crowded store shelves have an average of three seconds to capture a consumer’s attention. There are a handful of ways to help ensure this happens. But there are a myriad of ways to increase the odds that they will ignore your label.

Here are five of the most common label design practices you should avoid, illustrated by a series of “What if?” scenarios:

1. Lack of color

Bright colors are one of the primary tools that consumer packaged goods (CPG) manufacturers use to grab consumer attention as they visually scan store shelves. What would happen if you selected a drab or indistinct color scheme for your product labels? This would almost guarantee that it would fade into the background and will be quickly dismissed by busy shoppers.

As you develop a color scheme for your brand, pay careful attention to color psychology. In other words, colors make us feel different ways. For example, blue tends to connote calmness or professionalism. Purple is often regarded as a color that communicates wealth or wisdom. Finally, yellow communicates warmth and energy.

What qualities do you want associated with your brand? Select your color scheme accordingly, and consider doing some customer research to validate and refine your decisions.

2. Unclear package information and instructions

In recent years, consumers have become much more demanding about package and label information. If your labels and packaging aren’t aligned with their expectations, your products will almost certainly be ignored. What if you took your best guess at the information your customers want to see on your labels? Then you run the risk of misjudging their needs.

To understand what they’re looking for, you need to have a deep understanding of your customers and their needs. For best results, conduct consumer research to help steer your label design decisions in the right direction. It will also give you insights on the information your customers want to see on your labels.

3. Indistinct branding

Lackluster branding is a certain route to packaging and label oblivion. Most consumers expect to see a strong and consistent brand on the products they buy. If they can’t tell what your brand story is and what it stands for, they will tend to overlook your packages and labels on store shelves.

Brand familiarity tends to favor incumbent or well-known companies. But smaller CPG manufacturers can benefit by creating distinctive, bespoke brands that align with the values and aspirations of younger consumers. Often, the labels of these packages tell a story through their designs that appeal to a particular demographic. For example, the rise of craft beers, distilled spirits and wines from short-run producers have created an explosion of highly memorable, quirky and attractive brands, labels and packaging.

If you’re not sure how customers will react to your branding, conduct some research with them. Show them several possible brand designs, and ask them for their visceral reactions. You may be surprised by what you learn!

4. Use stock images and common fonts

Consumers are very savvy. They want transparent, authentic experiences in their lives, including the products they buy. They can immediately tell if a brand looks too “slickly” packaged. Stock photography may be easy and inexpensive for consumer product goods manufacturers to procure and use. But it can easily become a crutch that hurts your brand image and, ultimately, your sales.

As we discussed earlier; labels that have a hand-made or home-grown look to them can be very effective in capturing the attention of younger consumers because of their authentic look. When in doubt, test prospective designs with your customers to zero in on those they respond to the best.

5. Designs that don’t reflect your brand story

Once you have crafted the backstory of your brand, the next step is to design labels and packaging that align with it. For example, if your CPG product line emphasizes organic foods, your labels should probably utilize a more traditional, hand-made look – not a slick, colorful label that looks like it came from a world-famous consumer brand.

One of the biggest mistakes food manufacturers and distributors make is failing to create a brand story. Remember: This part of your brand is a differentiation tool. By occupying a space in the minds of your prospective customers, you increase the odds that your product and its brand story will stand out when the consumer is standing in front of your product category in the store aisle. Not having a brand story – or a poorly written one – will make it more likely that consumers will ignore your products.

For best results, talk to your consumers. Ask them questions to determine their current perceptions of your brand. From there, develop a plan to move them in the direction you want them to go. This is a process that you will need to work on consistently and gradually.

In addition, keep in mind that retailers need to understand what makes your products different or better before they will devote precious shelf space to them. In other words, your brand story matters more than you think!

Conclusion

There are thousands of products and brands competing for consumers’ attention in today’s store aisles. Don’t leave your label design to chance. Invest the time and effort to develop a distinctive, attractive and differentiated brand that will stand out, sell well and delight consumers!

Road Bumps On The Way To Getting Great Labels

October 18, 2018 By Doug Danosky

It’s not uncommon for label printing projects to encounter bumps in the road on their way to completion. These problems often include a design that looks great on your computer monitor but doesn’t look the same on press. Or, maybe the colors on the label don’t match your brand standards. Another very common road bump is missing fonts and artwork that your label printer needs to make sure the job is a success.

Not to worry. Here are some of the road bumps and pot holes you may encounter on your next label job and what to do to fix them.

Road bumps and how to avoid them:

Attempting to do accurate color matching from a computer screen

No two screens display color exactly the same way, nor do they match up with the way in which a flexographic press prints colors. This means that what you see on the screen may not match what comes off the press.

The only way to determine exactly how a label will print is to run a proof on a printer that is calibrated to the exact color settings of the flexo press. At T&L, we use a color match proofing system to ensure our label colors are spot on, every time. We don’t eye-ball it, we let a computer do the match

Here’s how our system gets the color spot-on, every time: We utilize a high-end digital proofing printer that is calibrated to the exact color profile of our flexographic press. We show these proofs to the client and also give a color matched proof to our press operator, so he has a precise understanding of the color values that must be achieved on press.

Most label printers don’t have a color match proofing system which makes it much harder for you to imagine what your job might just look like, or NOT look like..

Sending incomplete art files

Sometimes, we receive artwork in the form of a PDF file and frequently the file doesn’t contain all of the data we need to create a high-quality label. Missing logos and fonts are often the stumbling blocks. If we’re lucky, we can re-create the artwork but this process gets complicated because of the huge number of fonts that are available today.

The best format for label artwork is EPS. This file format contains the vector and font data we need to successfully complete the project.

There’s a difference between digital and flexographic printing

Often, food companies will trial multiple variations of products and labels as part of their consumer research process. They will produce small batches of products and will digitally print 100 or so labels of each variation to be used in limited-run consumer tests.

Once the food company has finalized their product and label design, they use flexographic printing to produce the labels in quantities, because it is much less expensive than digital on a per-label basis.

There’s only one problem with this approach: Labels produced on a digital press will not look the same as those that are produced on a flexographic press. Many digital presses are doing color matching of label designs using a range of 6 to 8 colors whereas a flexographic press will typically use just 4 colors to properly match them. It’s more accurate.

The best solution is to use printed proofs whenever possible.

Properly formatting vignettes in label designs

A common mistake we see in label designs is improperly formatted vignettes. Vignettes are gradient screens and often, they are formatted using a color range that goes all the way to zero (gradient fades to white) . A flexographic press cannot accommodate a gradient screen value of zero and as a result prints the file incorrectly.

Taking a proactive approach, T&L we typically open the file and adjust the gradient to print correctly. In other words, we don’t simply run the files a customer gives us – we take steps to ensure they will print properly, saving you time and money.

We are here to help dodge these bumps in the road. Ask us a question

4 Unexpected Uses for Custom Die Cut Labels

July 23, 2018 By Doug Danosky

Labels come in many different shapes and sizes—but with custom die cut labels, the sky’s the limit!

Truth is, when your label fits, it blends so seamlessly with your product that your customer won’t even think twice about the packaging. When a label is the wrong size or fit, it sticks out like a sore thumb and causes all sorts of issues.

A poorly sized or misshapen label can interfere with the usage of your product, detract from your packaging’s appearance—or worst of all, fall off! When your label size and shape don't fit, your product appears sloppy and less than professional. When it comes to medical labeling, a poorly fitted label could be quite dangerous!

Fortunately, with custom die-cutting, your label’s size, shape, color, and more are all completely customizable. At T&L Graphic Systems, we create and print all kinds of custom die cut labels—from precision medical labels to large drum labels. We can print in almost any size or shape, up to 16” wide (with custom-shaped blank labels available in sizes up to 20”). You’re only limited by your imagination.

Considering custom die cut labels? Here are four unexpected uses for custom labels you may want to consider.

For Promotion & Events
If you’re visiting a tradeshow or hosting an event, it’s all about the labeling. Connecting with new customers means getting your logo on promotional materials and packaging…and right into their hands. Labels tell a story—they convey important information. In many ways, labels and packaging are just as important as the products inside them.
Labels may list ingredients, share important instructions, and give details about the contents of a package. Adding a custom die cut label to your giveaways, gifts, and promotional items helps your brand appear cohesive and consistent. Every item a customer or client receives from you should tell them exactly who you are. Think of your custom die cut labels as business cards that fit right on your packaging and products!
To Fit Unique Packaging
The strongest draw of custom die cut labels? They fit your unique packaging shape and size. Are you hoping to fit a label on a curved surface? Do you need to cut a label so it doesn’t hide the product beneath it? When it comes to custom die cutting, labels are made to fit nearly any item!
As you design your packaging, your label should fit smoothly and seamlessly. Your label should enhance the overall look of your product and never hide important features or details. Custom fit labeling is especially important when it comes to food labeling and medical labeling, where information is vital to the use and safety of packaging contents.
To Stand Up & Stick On
Does your label hold up under pressure? With custom die cut labels made to fit any-shaped package, rest assured your label will stay on. We offer a variety of special adhesives, materials, and finishing for all our custom die cut labels. These labels will stand up to temperature, water, chemicals, and other situations where the wrong label could fail.
Liquids and labels often don’t mix. If a label isn’t cut to fit the product properly, moisture can seep in and the label will slide off. A custom label cut ensures your label will fit your product like a glove! You won’t face any loss of revenue due to packaging or product defects simply because a label doesn’t fit or stick on as expected.
To Catch the Eye of Your Customer
You can’t judge a book by it’s cover, but customers certainly judge a package by the label. We’re so accustomed to seeing labels in everyday life, we hardly notice them. Your label should stand out—get your customers eye and hold their attention.
Custom die cuts allow you to create labels in unique shapes that speak to your customer. Add to the aesthetic appeal of your product with a beautiful label to share your message with all those who view it.
It may not seem the shape of a label would make much of a difference, but in reality, the shape is as important as the size, color and other factors. At T&L Graphic Systems, we’ll help you design a beautiful custom die cut label to fit your packaging needs.

Contact us today to learn how your product label can really stand out!

Design a Label That Gets Noticed!

April 17, 2018 By Doug Danosky

They say you can’t judge a book by its cover, but business owners know: customers certainly judge a product by its label!

It turns out customers often buy a product simply based on the outside packaging. In fact, in a study of beer drinkers, almost none of them could identify a brew without the label. Consumers often buy simply because they like the look of a label or sticker.

Your product label needs to be eye-catching. It needs to grab your customer, convey a message, stand out, and effectively get noticed. That’s a lot of work for a simple label! Yet, we see examples of effective, beautiful labeling every day, with almost any product we handle.

So if you’re wondering how to design a label that gets noticed, there are a few basic graphic design elements to understand. Here’s what you need to know to ensure your product label conveys exactly the message you want customers to receive!

1. Shape (Including Label Size & Cut)

The shape of label helps to draw in customers’ attention. You should select a shape to complement your packaging, but you aren’t limited to shaping to fit just one product—using variable printing, you can ensure one label design will work across several different items. With a few simple changes to the product style name and UPC (for more on obtaining a UPC visit GS1US.org), a similar label design and shape will make your entire line appear cohesive.

Design your label with the product packaging in mind—how much of the product do you want to show through? Size, shape and cut play an important role in helping your product stand out.

2. Color

Bold colors grab your customer’s attention with a splash. Color graphics and photos are an important addition when you want your label to pop. Follow your company’s branding guidelines of course. Full-color (also known as process or CMYK printing) will ensure you’re able to match your brand PMS (Pantone) colors exactly on your label.

Your base label color is also important—choosing a clear, white, cream or even foil background will have a huge impact on the look and feel of your label. It will also change the way the colors appear on the final product. Basic color psychology teaches us neutral, calm colors convey peace, luxury and comfort. Bright, crisp colors on the other hand, keep your product looking modern and fresh.

3 Style

Much of what we remember about a label comes from the style and design (it’s also much of what can go wrong when you design a label). The design of a label makes appear memorable and distinctive. Of course, you’ll want to include your logo, but you also need to include important product details, measurements, instructions and other important pieces of information (including the UPC barcode).

Font plays into the style of your label as well. Serif fonts convey your brand is classic, stalwart and trust-worthy. Sanserif fonts are often used to convey a brand that’s sleek, modern and hip. Using typography parings will also catch consumers’ eyes, but limit yourself to no more than three fonts to avoid looking too busy. Striking, bold images and graphics will help you maximize your message, but don’t shy away from using whitespace as well.

4. Finish

Your label finish is the final touch to packaging a great product. Use touches like metallics, foils and embossing for extra special labels where your design will appear to leap right off the package. Matte or glossy finishes are available for almost any label.

UV curing will add a layer of protection to keep your label from smearing, fading or getting damaged. Laminations help resist moisture and stand up to harsh environments. Label protectants are available to help your label hold up anywhere your product goes—from the microwave to a garage to the outdoors.

Knowing how to design a label and choosing the right label for your product is a big job—we can help! If you have custom printing label needs, T&L offers great label solutions for any product.

10 Medical Label Features That Help You Run Your Practice Better

February 13, 2018 By Doug Danosky

Have you ever had to stick a label on a bag or chart with scotch tape? Ever had print text too small it could barely be read? Resorted to using a sharpie to convey important messages? Had to put up with labels that slide off easier than an old band-aid?

Medical labels aren’t very important until they’re a problem. When you can’t write on a label at a critical moment, when a label is too small to read, damaged or doesn’t work for an application, it’s more than just frustrating - it's infuriating! Not only do poor quality medical labels waste your time, all those label malfunctions result in missed information or instructions.

Functional medical labels are a requirement—it’s a matter of patient protection and safety.

At the heart of it, medical labels are a communication tool. Nowhere is communication more important than when it ensures patient wellbeing. Whether you need medical labels that stand up to environmental stress—heat, water and chemicals—or simply wear and tear, T&L has you covered.

When selecting a healthcare label, it is important to consider what you need your label to withstand. Here are 10 important medical label features and options to assess as you select your medical labels.

Permanent Label Adhesive
Whether you need medical labels to adhere to plastic, metal, glass or even cloth, we know how to make your label stick—for good. The adhesive needs to stay strong under various temperatures, whether indicating your autoclave process is complete or when used for freezing, cryogenics and refrigeration. Nothing’s more confusing (or dangerous!) than a missing label!
Thermal Sensitivity
Do you need thermal printer compatible medical labels? Printable labels are a staple in the medical world—and thermal medical labels need to stand up to smearing and fading. Need custom thermal healthcare labels? You got it. Convey any and all important patient information and instructions on your label. Thermal and laser printed labels are also scannable—for easy tracking, ensured patient privacy and fast communication.
Clear Graphics
Clear, easy-to-read graphics featuring common, understandable signs and symbols are important for patient and practitioner communication. In a busy office, you rely on labels—whether you’re looking at a healthcare chart or medical equipment. Medical labels in bright colors can serve as a warning, an easy way to sort and organize, and a clear way to communicate important messages like allergies and hazards. Clear, easy-to-apply, easy-to-read and understand medical labels are vital.
Smudge-Proof Labels
Medical labels need to stand up to water, heat, chemicals and rough handling. If a label is smudged, the message is lost. Smudge-proof coating and lamination are important for protecting labels from moisture. Heat and chemical-resistant coatings are used in laboratories, phlebotomy, pharmaceuticals and infusion therapies. UV coatings offer yet another layer of label protection with ultraviolet light used to cure varnish to protect the label.
Easy-to-Dispense Pull-Tabs
Nurses, doctors and office personnel juggle handfuls of tasks at once. The LAST thing you need to wrestle with is a label that’s hard to access. Easy-to-dispense pull-tab healthcare labels ensure you’ll get the label you need without dropping the ball. Apply easy-to-dispense labels with one hand so you can quickly communicate the message and move on. Not only does this prevent confusion and mix-ups but it boosts patient safety.
Drug-Class Color Coding
Medical practitioners and pharmacists need to know as much as possible about a drug at a glance. With restrictions on dispensing drugs based on classification, using an easy color-coded system helps clarify drug types fast. We offer medical labels with standard drug-class color coding so you know exactly what’s prescribed to your patient.
Writable Labels (for Specimens & Charting)
Any nurse or lab tech who’s struggled to write specimen information on a label knows: writable medical labels are a sanity-saver. Nothing’s quite as aggravating as searching for a pen or marker when you’re charting or labeling a sample. Easy, writable labels (that work with a variety of inks) for charting and specimen samples are an office staple for every medical practice and lab.
Laser & Dot-Matrix Compatibility
Laser printing and dot-matrix printers are everywhere in the medical world. Dot-matrix printing allows labs, radiologists and even claims specialists to print carbon forms. With laser printer compatible labels, you get clear, scannable barcodes—so critical to tracking and patient privacy. Laser and dot-matrix compatible labels means easy printing for your practice.
Chemical-Resistant Numbering
Chemical resistant labels are used most often in pathology, surgery and clinical applications. Often specimens are tracked with number systems and tools are marked with color-coded tape. When chemicals like xylene and tissue marking dyes like Shandon are used in your lab, you need marking tape and labels that will stand up to chemicals and solvents for slides, containers and bottles.
Consecutive Barcoding
Blood banks and laboratories use consecutive barcoding on their medical labels to track samples and ensure the privacy of patients and donors. From the moment a sample is drawn until it’s delivered to a bank, supplied to patient-in-need or processed by a lab, you need to know where that sample is. Consecutive barcoding label systems allow you to apply labels and track blood with ease.

What do you need your medical labels to withstand and communicate effectively? We can help you assess, select and receive the medical labels that will help you provide even better patient care. Let's Chat.

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