Labels are so much more than just a piece of paper. It’s the only communication medium on your product that can convey your brand's values and benefits quickly and effectively. Labels are the first point of contact with consumers and your best opportunity to create a connection.
Most product containers you see in the market, such as jars and bottles, mostly look similar in shape and size. When the product’s mould is the same across competitive products, the attached label is the main thing that separates your brand from everyone else’s.
Multidimensional labels
The moment a customer looks at and picks up your product from the shelf is your chance to communicate your brand’s message. Treating labels as an essential commodity that serves as a window between the brand and the end consumer should be a main priority for any brand owner.
Meeting customer expectations, or even exceeding them, is the goal you need to strive towards. There are three particular aspects of labelling you should take seriously if you wish to build, maintain, and increase loyalty.
1. Label aesthetics
Humans are sensory creatures. Therefore, how your label looks, feels, or even smells is an entryway to gaining a customer’s attention. Design your labels with irresistible ‘eye candy’ effects through label finishes, bold text, colour combinations, and engaging messages.
Remember that decorations alone won’t make your product stand out in the long run. Labels need to convey a much deeper message than just a colour or a shape. Visuals are an important part of the ‘full package’, but you need to add additional layers to gain your intended results.
Read more: 5 things to consider before designing your new labels
2. Label functionalities
At Skanem India, we are starting to see a change in trends regarding how labels are used. Now that more digital solutions are becoming available, brand owners can use Smart Labels to add several dimensions to a label’s functionality, such as:
- Virtual Reality (VR)
- Augmented Reality (AR)
- Track and Trace
- QR codes
- Dynamic Content
- Interactive features
You can reach out directly to consumers with loyalty and sustainability programs, give them more information about an existing product, or introduce new products in different ways. This is why a label is more than just paper – you can use it to engage with consumers far beyond the point of purchase.
Moreover, Smart Labels help protect a brand’s market and intellectual property (IP). It becomes easier to take legal action in case of adverse events such as counterfeiting. In other words – it serves as a safety net for your brand.
Read more: Provide better customer experience through your labelling and packaging
3. Communicating your sustainability efforts
Interest in more sustainable and organic products has increased amongst Indian consumers in nearly all market sectors. Therefore, you should not only make sure that your new or existing products have a label, but it should also clearly reflect your brand’s sustainability efforts.
For instance, inform about organic ingredients, recycling percentage, material usage, or the amount of reduced carbon footprint. Tell your potential customer which steps you are taking to make your labels and packaging more sustainable.
Most importantly, make sure that you actually deliver what the product promises. Showing your brand is serious about making greener choices builds credibility in the eyes of consumers.
Read more: Do you have a sustainable plan for your packaging and labelling?
Whether you are planning on renewing your labels or creating new ones, keep in mind that they are the main window between your brand and customers. In combination with digital marketing through functions such as Smart Labels, you are better equipped to make your product the natural choice for consumers.
If you want to know more about creating a better connection between your brand and consumers, feel free to contact us. You can also download our free checklist:
