- Clarify Brand Positioning to Build the Design Foundation
Brand positioning is the foundation of label design. It includes the target audience, product benefits, and brand values. For luxury brands like Dior or Chanel, the customers are often wealthy people who value quality and status. Their products focus on high-end skincare and makeup, and the brand culture highlights elegance, classic style, and luxury. Labels for these brands usually have a clean and grand design, using noble colors like gold and silver, combined with techniques like foil stamping and embossing to show a premium feel. The fonts are also carefully chosen, often using elegant serif fonts to enhance the brand’s luxurious image.
Knowing the brand’s positioning is very important. Once it’s clear, the label design must match that brand tone. For example, Hermès is a high-end brand targeting the wealthy, and its signature color is orange. This color gives a rich and classy feeling—when people see orange, they think of Hermès.
For natural and organic cosmetic brands like Origins, the target customers care about health and the environment. These products use plant-based ingredients and promote natural and sustainable values. Labels for these brands usually have a fresh, nature-inspired design. Green and light brown are common main colors, and hand-drawn plant graphics show the product’s natural qualities. Recyclable and eco-friendly paper is often used to strengthen the green image. Today, more consumers value eco-friendly products, so labels made from herbal materials are very popular.
In short, only by clearly understanding the brand’s position can the label design send the right message and reflect the brand’s true value.
- Design Visual Elements to Strengthen Brand Identity
(1) Color System Selection and Use
Color has strong visual and emotional power. It helps consumers feel a certain way about the brand. Estée Lauder, for example, uses deep blue-black, which shows professionalism and high quality. This matches its image as a leader in skincare and makeup. Shu Uemura uses dark green to give a natural and professional look, aligning with its focus on natural ingredients and expert makeup.
After choosing the main color, secondary colors are used to make the design more appealing. For example, Lancôme uses gold as its main label color to show luxury, and pink as a soft, romantic accent. These colors together show the brand’s elegant and romantic style. Color use should follow brand color guidelines to keep things consistent across different products and packaging.
(2) Graphics and Patterns
Graphics and patterns help express a brand’s features and product functions. Shiseido’s famous “Ultimune” serum uses red lines on the label to match the product’s red color and shape. This makes the label simple but easy to recognize. Sulwhasoo often uses Korean traditional flower patterns to show its connection to Asian herbal skincare, adding a unique cultural feel.
Brand logos are also key graphic elements. Placing the logo in a clear, suitable spot on the label increases brand recognition. Chanel’s double-C logo is a great example—it’s always easy to see but not too bold, making the brand easy to recognize anywhere.
(3) Font Design
Fonts need to be easy to read but also match the brand’s style. For example, Guerlain uses fancy script fonts to show French romance and luxury, while La Roche-Posay uses simple, clean fonts to reflect professionalism, fitting its image as a medical skincare brand.
When choosing fonts, consider the style, thickness, and spacing. Don’t use too many different fonts on one label—usually no more than three—to keep the design clean and coordinated.
- Choose Materials and Techniques to Enhance Brand Quality
(1) Material Selection
Different materials give consumers different feelings and impressions about the brand. High-end cosmetic brands often choose premium materials like silk-textured paper, specialty textured paper, or metallic foil paper. For example, La Mer uses thick specialty paper with fine texture for its cream label, along with gold stamping. The touch feels luxurious, and it clearly shows the brand’s high-end quality.
