Does Your Label Capture Your Brand Story?

September 9, 2019 By Doug Danosky

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!

Craft Brewers: Avoid These Common Label Problems

May 28, 2019 By Doug Danosky

Imagine this scenario: a consumer is enjoying a summer picnic on a beautiful afternoon. It’s time for a beer. He walks over to the cooler, opens the top and peers at an assortment of ice-cold bottles. Only he doesn’t pick yours because the label fell off. It’s now a “mystery beer.”

As a craft brewer, your company lives and dies based on your brand image. Your beer must win the battle for attention against dozens of competing brews. Labels and packaging play a critical role in communicating your brand’s personality – and getting the consumer to make a purchase.

For your frothy concoctions to gain fans, your labels must hold up from bottling and cold storage to the “beer cave” at the store all the way to the cooler, baking on a sun-drenched patio. This isn’t a place to cut corners.

What can go wrong?

Labels on beer bottles can fall victim to several unpleasant fates:

Moisture can cause them to flag or fall off completely.
Moisture can also penetrate the pigments of the ink on the label, causing it to smudge, smear or fade.
Abrasion is also a concern. As bottles move from the bottling line and packaging to the refrigerator to cooler, labels can become ripped, diminishing the bottle’s appeal.

To prevent these types of problems, keep these factors in mind when designing your labels and selecting a converter to print them:

Label substrate selection:

Select label substrates and inks that are resistant to damage by moisture and abrasion.
Avoid self-adhesive paper-based labels. Although they’re inexpensive, they don’t cope well with changing temperature and moist environments.
Synthetic clear-on-clear labels provide improved durability under all conditions. They blend in nicely with the glass bottle but require an opaque white background to make the colors of the label pop.
Durable label materials – such as vinyl or polyester films – also work well, especially if you need tear-resistant labels.
Select a label stock that is wet strength, so it can hold up even when it’s submerged in a cooler full of melting ice. Welded papers are one type of wet strength material. They have a layer of plastic sandwiched between the adhesive and the label paper. It acts as a vapor barrier between the glass and the paper for improved durability in wet conditions.

The bottling environment

Make sure your printer talks to the bottling line manager to coordinate guidelines and specifications for label application. This will save you many hours of potential headaches later.
Always apply your labels in a dry, room-temperature environment. Cold bottling can cause problems with the label adhesive, which may not set up properly.
Clean, dry bottles are a must to ensure proper label adhesion. For best results, the containers, labels and ingredients should be brought to approximately the same temperature before label application.
The label material and adhesive need to be carefully selected so it can be accurately and consistently applied on a high-speed bottling line. A label that chews up extra time on the bottling line can be quite costly to your bottom line.
Bottles are jostled vigorously on the bottling line, especially when they bunch up on conveyor belts prior to packaging. Labels and the adhesives used to affix them to the bottles must be able to withstand this pressure and friction.
To avoid peeling, allow enough time for the label adhesive to properly set up before refrigerating the bottles. For best results, allow 24 hours.

Choosing the right label material, ink and adhesive for your craft beer label requires a delicate balance of properties. Don’t leave this job to chance. Contact T&L today to discuss your craft beer labeling needs.

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.

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