Author Archives: James Lowry

Colors are more than just visual cues — they can evoke emotions in consumers and completely change how they feel about specific products and services.

As a KISSmetrics report indicates, 93 percent of customers judge products by visual appearance, compared to the 8 percent and 1 percent, respectively, who go by texture and smell. Additionally, 85 percent of customers say color is one of the primary reasons they purchase a product.

Colors can also become associated with specific brands. Four out of every five consumers say that vibrant colors help them remember brands.… Read the rest of Color Me Surprised: The Importance of Color in Label Design | 1 Comment

While some labels are designed to convey information, such as ingredients or nutritional facts, others can help generate awareness and boost sales. As the old expression goes, “There are no second chances at making a good first impression.” Whether consumers are browsing the shelves of a grocery store or picking a bottle of wine from a liquor store rack, labels are often the key to making that first impression.

When it comes to generating sales, getting the customer to stop and look at a product is crucial.

For manufacturers hoping to avoid complaints and confusion over food product labels, a recent contest for ideas on how to improve such labels could serve as inspiration. The contest was sponsored by GOOD magazine, the Art Center College of Design’s Designmatters, and Berkeley School of Journalism’s station News 21.

1. Replace serving size with “snack” or “meal” labels. Further augment categorization by adopting a color/size code that indicates the overall healthiness of a product.
2. Assign letter grades for overall nutritional value or even a product’s eco-footprint.
3. Create a label communicating the exercise necessary to burn off the calories in the food.
4. Leverage mobile applications that promote interactivity and transparency among consumers.

A product label or advertisement is often seen as the gateway to capturing consumer interest. An individual may choose to walk away from a label that isn’t attractive, regardless of the quality of the product being offered.

There are plenty of ways to appeal visually to potential clients. Sometimes it’s the basics that will save a label and, ultimately, a product from being neglected.

Here’s a list of five things to consider when designing a product label: Use a high resolution image. People shouldn’t have to squint their eyes to read your tagline.

1. Use a high resolution image. People shouldn’t have to squint their eyes to read your tagline.

2. Don’t be bland. Boring colors or a plain picture are sure to be ignored by passersby.

3. Avoid being too fancy. A complicated design can have just as poor of an effect as a blurry or bland one.

4. Proofread your label many times. Common mistakes occur even with the simplest of designs.

5. Consider your target market. Under what demographic do the majority of your clients fall? Would they appreciate a more professional label? A creative one? Or even a label that’s humorous?… Read the rest of Keep it Simple with Product Labeling

Editor’s Note: James Lowry is the General Manager of Lightning Labels. With almost 24  years of professional experience in the printing industry, he really knows what he’s talking about when it comes to producing top-notch product labels. If I was you, I’d consider memorizing his copywriting tips below. You can pick up more great tips from James in the column he writes for The Lightning Flash, From the Desk of Our General Manager.

Before you even begin to write copy for your product labels, you need to consider how your packaging will impact your label copy. Make sure you understand the size of the label that you will be able to use and if you will be able to use more than one label.  It is critical to understand the amount of “real estate” available for your copy.

Other aspects of your packaging that may or may not impact your label copy include:

• The materials used in your packaging. For instance, if they are eco-friendly, you may want to note this in your label copy.
• The environment your product will be in after the label is applied to its packaging.
• The type of product container your labels will be applied to. This may impact whether you use clear labels, simple labels, or elaborate 4-color process labels.

Next, you want to make sure you know what is legally required to be printed on your labels. Depending on your product and where you are selling it, you may be required to include product ingredients, barcodes for retail sale, and/or copyright tags. These are just a few examples of what may be legally required to be incorporated into your label designs and therefore impact the label copy you write.