- Clarify the Purpose and Audience of the Labels
1.1 Understand the Characteristics and Uses of Products
For food labels, information such as the taste of the food (like “rich chocolate flavor”), ingredients (“organic wheat flour, fresh milk”), and shelf life needs to be highlighted. Meanwhile, depending on the type of food, for example, snack foods may emphasize fun, while high-end ingredients should reflect a sense of quality. There are always some points that food wants to highlight. For example, for potato chips, the crispy and fragrant taste should be emphasized. So the pictures shown should display a crispy and fragrant texture. And the font size should match the brand’s positioning. Try to choose a font size that is as interesting and vivid as possible because consumers need to remember the name of the potato chips. So the outer packaging of potato chips should be designed to be as memorable as possible.
For cosmetic labels, the emphasis should be placed on showing the product’s efficacy (“moisturizing, anti-wrinkle”), ingredients (“contains natural plant extracts”), and usage methods. If the cosmetics are for sensitive skin, the label design should give people a gentle and safe feeling. Since cosmetics are mainly for young women, it’s necessary to accurately understand the user profile and design cosmetics that suit the female group. Because only by understanding women’s products can we better target consumers for sales. By understanding the psychology of the user profile, collecting data on it, screening and summarizing it, we can reach the users.
1.2 Analyze the Target Audience
For labels of children’s products, the colors should be bright and lively. The patterns can be cartoon images that children love, and the words should be simple and easy to understand. For example, labels for children’s toys can use bright colors like pink, blue, green, etc., and print images like Disney cartoon characters to attract children’s attention.
Labels for children’s products are usually bright and colorful because children naturally prefer such high-brightness colors. So, before designing children’s products, try to use colors like sky blue, green, yellow, blue, etc. These bright colors can easily attract children’s attention.
For adult consumers, especially those who are the audience of high-end products, the label design style can be more simple and elegant. For example, labels for high-end wine may use low-key colors like beige, dark brown, paired with classic fonts and exquisite winery patterns to show quality and cultural connotations. We should choose products according to their characteristics. For example, if the product is tea and the enterprise takes the high-end route in making tea, then try to choose a simple and elegant appearance design because it should fit the product’s positioning. And specific analysis and design should be done according to specific products. For example, for high-end luxury gifts, clothes, daily necessities, and cosmetics, etc., the labels of these products should have appropriate patterns through external design because the styles of each product are different and the positioning of the products is also different. We should decide what patterns to use for the products based on their actual uses.
- Pay Attention to Color Matching
2.1 Choose Appropriate Color Combinations
Complementary color combinations can create a strong visual impact. For example, the combination of red and green can create a strong festive atmosphere for labels of Christmas-related products. But pay attention to adjusting the saturation and proportion of the colors to avoid being too dazzling.
Analogous color combinations can create a harmonious and soft visual effect. For example, a label in the blue color family with a gradient from light blue to dark blue can be used for ocean-themed products like seafood or marine skin care products, giving people a peaceful and fresh feeling.
During specific festivals, for example, red is the color often used for the New Year to fit the festive atmosphere. So the gift boxes, packaging bags, and labels designed should use red. The gifts given should match the holiday atmosphere and fit the recipient’s psychology.
2.2 Consider the Symbolic Meanings of Colors
Colors have different meanings in different cultures. For example, in Chinese culture, red represents festivity and enthusiasm and is often used for labels of festival gifts. In Western culture, white is often associated with weddings and purity, so using white for labels of wedding supplies can convey a romantic feeling. And for blue, there is a kind of blue in European countries called navy blue, which is the blue that politicians often wear during campaigns. In Eastern countries, blue represents melancholy, mystery, elegance, etc. However, black is used in important campaign occasions instead of blue. So, when it comes to using colors, the meanings of different colors are different.
Black generally symbolizes high-end and mystery and is often used for labels of high-end electronic products and luxury goods. For example, some product labels of Apple use black as the main color, paired with simple white words, showing the high-end quality of the products. Black also has a solemn and mysterious texture. Different countries have different understandings of the same color. We should consider which colors, patterns, and fonts are suitable for the product according to its export destinations.
Optimize Pattern Design
Use high-quality graphic elements.
Vector graphics are a good choice because they won’t be distorted whether they are enlarged or reduced. For example, when designing a brand logo to put on a label, using vector graphics can ensure that it remains clear on labels of various sizes.
For labels that need to use photos, make sure the resolution of the photos is high enough. For example, if the product pictures on food labels are blurry, it will leave a bad impression on consumers.
