It is easy to take product labels for granted most of the time. After all, from the box your new sneakers came into the canned tuna section at the supermarket to the SONY brand on your LED telly, product labels are everywhere and people’s eyes have been trained to look at and accept them as a natural part of the commercial landscape.
But product labels are not as simple as they seem. Many of the labels you see on the things you pass or buy are the products of months or even years of research, and a lot of design work. Sometimes, an entire design team composed of contributors from different countries is involved from the conceptualisation to the application of a design.
What is in a logo?
A logo is the graphic representation of a brand. In many cases, it has meaning, from the company’s historical roots to its mission and vision to the product that made it a household name. Many logos cost thousands just to create, whilst some of the most successful have humble beginnings, some of them free. You may hire a professional company to design your logo, or even ask a college student with a computer and some knowledge and skill in Photoshop or Illustrator. When a logo is designed well, it has a higher possibility of becoming almost as recognisable as the Red Cross.
Labels bear your logo, but it is not like a box of Nike, where the Swoosh is enough to tell people what the product is. Then again, even Nike probably spends millions just to arrive at such labels. As for your own products, there are different ways to make the labels so that the products stand out when placed side by side with others in the same aisle or rack. A new product with a plain, boring design on cheap looking paper, for example, will probably not score higher than an equally new product with an intricately designed label complete with embossed metal labels from the UK. Colour, texture and shape all have an effect on people. Find the right combination and observe how your sales shoot up.
Your product label has almost as much to say about your product as the product itself. If it does not make your product stand out from a bevy of competing products, it might as well be invisible.