If you are looking to market your product one of the steps to prepare is to consider the type of label your product will need. This may seem like a difficult task given the many options available to you, but many steps can simplify the decision. With some thought and planning, you can apply these strategies to any of your future label projects. So let’s review six EASY steps to creating the perfect label!
1. Target Audience
It might sound strange, but first, you need to make sure you know your target audience! Understanding your customer will ensure that your product is meeting a need. Once you have a specific audience in mind, you can begin to think about how to best market to them. Consider what type of image you are trying to portray with your product. For example, are you an upscale, vintage, classic company? What is unique about your product? Is it organic, hand-made or mass-produced? The image you want to represent will be demonstrated through your label. Let’s imagine your product is a homemade spaghetti sauce targeted for your friends and family. You might want a label that represents a homemade, fresh and natural image.
Once you have an idea of who your target audience is, you will need to think about the final packaging that the product will be in. There will be many options, but the final packaging decision will impact greatly on the type of label you end up with. Consider the material you will be using such as glass, plastic, wood or cardboard. Also, think about the shape of the package, is it a bottle, box or a bag? Will the labels be needed for storage outdoors or indoors? Will the label need to sustain shipping across long distances? Also, think about the shelf life of your product so that you can ensure your label is durable enough. In the case of our spaghetti sauce, for example, we would want to use a glass jar and maybe consider a label that is waterproof or heat resistant.
The next step is to think about how the label will adhere to your package. How the label gets attached will depend on how you plan to physically produce the product. For example, are you contracting out to a package or a mobile bottler? Or is this a project being done by you at home? This is an important step because determining how the labels dispense is dependent on this. Almost all of our labels are produced on rolls, but to determine the orientation on the roll the labels should be on (peel off left to right, or top to bottom) depends on how it will be placed onto the product. The size of the roll and the core also are affected by this decision, so it helps to consider this step early on. Our homemade spaghetti sauce will be manually applied at this stage, but if it becomes popular, we may have to consider contracting a bottler and that may change the type of label we use. A bottling company may require the labels to adhere differently than if you were affixing them yourself at home.
Now all the major decisions are out of the way; your next task is to figure out how many labels you will need. Anticipating how much product you will sell will help to determine the number of labels to buy. It’s important to keep in mind that to get a volume price discount, you obviously have to purchase larger quantities but try to balance that with the risk of needing to revise or alter your product in the future. Other considerations at this stage include different variations of your product. Our spaghetti sauce could come in different flavors for example, so we would need labels that could have those variations included.
No project is complete without considering the budget and often this may help to determine some of the answers for Quantity and Variations. If you are beginning on a new product without any previous sales history, you may have budgeted for labels already. Whatever your budget, we can work with that price point to find a product that meets all of your needs. Our spaghetti sauce for friends and family may not require much of a budget because the target audience is quite small. Other companies may have a larger budget for mass produced products. It’s important that you stick to your budget either way and as business owners, we know how important that is. That’s why we will work with you to ensure that you end up with a label you love at a price that you like just as much!
6. Future Expansion
The final step before committing to a label is to consider possible future expansion of your product line. If your homemade spaghetti sauce takes off and you want to move towards different sizes of jars or freezer friendly packaging, how will this affect your label decision now? What if some day you want to start shipping to family members in different parts of the world? What impact will that have on your label design? Thinking about your future business plans will help to ensure you find the best label option for your product now and in the future at the best price point.
So there you have the six easy steps to creating a label! Notice anything is missing??
That’s right, NONE of these steps refers to the label equipment or technology. No mention of the type of ink, paper, foil or die-cutting used to create your label. Of course these are important factors that we always consider, but first and foremost, you have to do your part. Once you have reviewed these six steps and have an answer to the many questions to consider, you are ready to move on to working with a labelling company, like http://www.summitprint.ca/ who helped us put together this article.