Packaging Labels

Guide to Packaging Labels

How to create product labels that spark sales and reinforce your brand
By Frances Sharpe

Whether you sell your products in your own shop or in other retailers' stores, your packaging label needs to make your products stand out from the clutter. No matter what type of products you offer — food items, candles, household goods, beauty products, lawn and garden supplies — powerful packaging labels can:

1. Trigger sales.
2. Communicate the features and benefits of your product.
3. Communicate instructions or other helpful information.
4. Establish your brand identity.

Action Steps

The best contacts and resources to help you get it done

Find label suppliers An important step in creating packaging labels that spur sales is finding the right packaging label supplier. To find the perfect fit for your business, compare products, services, prices and turnaround times.

I recommend:  Search under "Labels" in Package Design Magazine's online directory to find packaging label suppliers. MFG.com offers a matching service to help you find a label supplier.

Choose a shape Your packaging label doesn't have to be a traditional square or rectangle; it can take on a unique shape with curved corners and eye-catching angles. Note that custom shapes cost more than standardized shapes.

I recommend:  Keep your budget low by choosing from standard-sized shapes at AptechGraphics.com or splurge on a custom-shaped label from ConsolidatedLabel.com.

Choose your label material Labels can be made from a variety of materials, including paper, film, vinyl, mylar, foil, polypropylene and recyclables. To determine which material is best for your product and to avoid labels that peel or wrinkle, consider if your label will be exposed to sunlight or if it will get damp or wet. Insist on a UV coating for labels that will be exposed to sunlight. Vinyl labels are a good option for products used outdoors.

I recommend:  ConsolidatedLabel.com keeps an inventory of a wide variety of label materials.

Choose your label type Pressure-sensitive labels, also called peel-and-stick or self-adhesive labels, are the most common. Expandable labels fold out so you can provide more information to shoppers.

I recommend:  BlueRibbonLabels.com is one of the few label providers that offers accordion-fold expandable labels in addition to traditional labels.

Design your label Your label's design must be compelling enough to entice buyers to pick it up and purchase it. When designing your label, consider your target market, the benefits of your product and your brand. If you're going to farm out the design task, provide direction to the designer with either a simple stick-figure rendering or emphasize keywords — for instance, 'natural, healthy and fresh' — that express what you'd like your label to convey.

I recommend:  Major label manufacturers, such as ConsolidatedLabel.com and BlueRibbonLabel.com, typically offer graphic design services to assist you with label design. Another option is hiring a design firm that specializes in product packaging and labels, such as Strata.com.

Label application Once your packaging labels have been created, they need to be placed on your products with extreme precision.

I recommend:  WSPackaging.com boasts equipment that can handle your label application needs.

Tips & Tactics

Helpful advice for making the most of this Guide

• To accurately measure curved products, photocopy a ruler and wrap it around your product.
• Cut costs by reducing the number of colors in your label and choosing standard shapes and sizes.
• Ask for a press check to review your labels for any spelling or grammatical errors or any other problems before they're printed.