Label it lovely
Retailers' own brands face a lot of competition on shelves, which means packaging has to make a strong first impression if retailers want to win that initial sale. Given this reality, retailers need to be sure that the labels they develop for their store brand products are clean, unique and attractive.
Consider the following six tips — in no apparent order — when developing labels for your store brand products.
1. Keep it simple.
When creating a label that communicates whats inside a package, retailers sometimes overdo it with the verbiage. By creating a clutter of words, they run the risk of confusing shoppers and losing the sale.
Deborah Ginsburg, president, owner and lead design architect with Oakton, Va.-based Strategia Design, recommends that retailers think about what the shopper wants to see on the label — and that they focus on the "hierarchy" — from the most important verbiage to that which is least important.
"Create a message that is more simplified — kind of a less is more philosophy," she states. "That would be one of the first techniques that retailers do: They create a hierarchy that aligns with how they want the consumer to read the package, or aligns with how the consumer shops the category."
But it probably wouldn't hurt to add a few more words to the product's name to create a better description of the package's contents. Patrick Rodmell, president of Toronto-based Rodmell & Company Inc., explains that by adding descriptors such as "rich and smooth" or "extra strength" to the product's name, quality perception is enhanced, and consumers are more likely to make that first purchase.
Simplicity also matters when it comes to fonts. Tom Garland, president of packaging with Sussex, Wis.-based Quad/Graphics Inc., states that precise print registration is essential for clear, readable text and a quality image.
"The slightest printing variation could send a negative message about product quality," he points out.
2. Be transparent.
One of the major trends in labeling right now revolves around honest communication of a product's functional benefits, Ginsburg explains. This trend is being highlighted strongly in the Food Marketing Institute's (FMI) Facts on Front initiative.
"The FMI tabs ... indicate sugar, calories, sodium," she says. "Its a trend, but it probably will go from trend to regulation because it is requiring more transparency about what is in the package and how the retailer communicates that to the consumer."
3. Disrupt the category.
When it comes to national-brand-equivalent products, its important to maintain certain elements on labeling that are consistent with those on national brand counterparts labels. However, adjusting other elements on the label will help packaging stand out, Rodmell explains.
"Examples could be a change in core color palette, or using photography where national brands do not," he explains.
Ginsburg says retailers also could get a little creative with photography, recommending that they consider creating "appetite appeal" by printing blown-up shots of a product on the label.
"That kind of plays into the whole hierarchy: Do you want them to see the flavor first, or do you want them to see the name first and the brand first?" she asks.
For example, if a retailer offers a store brand cake mix, it could print a blown-up picture of a slice of cake instead of a shot of a whole cake.
"You really get in deep and can see the texture and the detail of the product — how well its made and how tasty it looks."
Garland also suggests that retailers consider differentiating elements with eye-catching varnishes, foils, embossing and distinctive die-cuts, shapes and sizes. Additionally, unusual substrates with texture encourage consumers to pick up the product.
"Research indicates that physical interactions increase the chance of purchase," he states.
4. Add value.
Consumers love a beautiful package. But what they love even more is a package that adds value to the product by providing recipes, product background and more.
"Provide information that relates to consumers' needs via QR scans and image-recognition apps," Garland states. "Shoppers only have to point and click to access recipes, dietary information, how-to details, etc."
Garland adds that if retailers support specific causes, they could print codes and links on labeling that direct shoppers to videos and webpages about those causes. These efforts could help capture shoppers interest and hearts — and create loyalty.
And don't limit these codes and links to labeling or other areas of packaging. Retailers could use codes and links to "own the shelf," Garland states.
"Extend the power of the label with technology such as videos or apps integrated with store signage, strips, aisle violators and displays," he offers. "Signage promotes your brand while connecting shoppers to your product."
5. Keep it in the family.
Every package should be unique enough to stand out from the competition. However, that doesn't mean the label on a jar of store brand peanut butter should have no similarities at all to a bottle of own-brand olive oil.
"Each should be clearly recognizable as part of the brand family," Garland states.
Ginsburg agrees in the importance of having some similarities on labeling of each product in a family to create a "billboard effect" when products are placed together.
"[Retailers] can create a strong architectural system or line look that holds throughout an individual category — or from category to category, if they're creating a line look across the store — which can be an effective way to hold your look together," she states.
But retailers that choose to develop the "brand family" look need to do so with the future in mind.
"Think ahead," Garland advises. "Consider upfront how your brand will evolve to include new product additions, and plot out how the very first label will accommodate additional versions."
And when youre developing the color scheme for the "brand family," consider the brand's color palette as your "calling card," Garland states. So create the color scheme wisely.
"Consider elements such as audience and core product message when choosing the color scheme of your label," he offers.
6. Invest.
It's understood that retailers operate on shoestring budgets, making investment a much riskier process than it is for consumer packaged goods giants. But if a retailer wants to develop a truly unique store brand package or marketing strategy, it needs to vanquish its fear of investing, says Glenn Pfeiffer, executive creative director with Daymon Worldwides Galileo Global Branding Group, Stamford, Conn.
"If you compare the percentage that most brands spend marketing their offerings against the markedly lower average that retailers spend against marketing their private brands, it is quite alarming," he states. "Believe me, I understand better than anyone that private brand budgets are always going to be smaller than large CPG's," he states. "But when your marketing budget is non-existent, your sales and share growth will be, as well."