First of all, if you’ve spent valuable time, effort, and energy pouring your passion into a beautifully tasting product, it is easy to overlook the essential items like packaging and labeling.
On the surface, these aspects seem inconsequential. After all – you know how delicious your product is – all the footy or home-school mums have told you how beautiful for blackberry jam is! In fact, they’re the reason you’re now wanting to sell your products commercially, and they never once cared about the label. They just wanted the jam.
This is all well and good, and we all believe your jam is delicious too; however, the stall next door also sells jam, and the farm down the road – well it’s been said their jam reminds ‘one’ of childhood – making daisy chains, playing tiggie, and picking berries and eating most of them!
What is the wild truth?
The wild truth is the average consumer, who doesn’t know you or your products, will compare them to others on the market. They may even assess your products based upon the scale of “first impressions”.
Why should they try a new jam when the one they’ve been eating since they were young still makes their tongue tingle – in a good way, not the anaphylactic kind.
With all of these aspects to consider, it is absolutely essential that, you, the jam-maker, spends quality time on making informed, valuable and fresh decisions about how to label your products. You want to ensure you are giving your precious products the best opportunity to be plucked from the shelf.
Your products want to work just as hard as you do!
Five Key Questions
Here are some key questions to ask when working out how to label your products.
- Does your product label reflect your company’s vision or values statement? If it doesn’t, what can you add or take away to ensure it will reflect this? You want to show a sense of genuineness, authenticity, depth, and quality.
- Is your product label easy to see from a distance? Will the colors attract your consumers? Are the colors of the background, borders, text magnetizing? Do they draw your target customers to the product?
- Is your product label easy to read? Are the font and text clear? Or, is there too much information on the label? Is it cluttered?
- Does the artwork reflect the type of product you’re selling? Does the label, overall, position the product amongst similar products in the market? Or is the label vastly different and too far from the familiar structure?
- Have you chosen the correct quality of paper, self-adhesion, vinyl, or sticker material for your product label? This decision will impact the quality of the sticker.
- You want to ensure your product label withstands the packaging journey, along with being the right label for the product. Food labels may need to meet compliance standards, whereas labels for candles need to withstand high temperatures.
Hopefully, these beginning questions will give you insight and inspiration around how to craft your product labels to suit your potential consumers, marketplace, and reflect your company’s values and vision.
Kyla-Jayne Rajah of Elevate Words writes and edits content for conscientious business owners, authors, and professionals.