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What does your
Label say about
Your Brand
The Importance of Your Label
Package Designs have just 3 seconds and 15 feet for packages to catch a consumer’s eye
76% of all decisions are made at the store
When shopping – Women are on an exploration, men are on a mission
Consumers have increased their desire for a storyline/pass around factor
Consumers want a PERSONAL connection with their products and brands
Given all other marketing efforts, your label is the last point that a consumer will be influenced
5 Steps to Brand Recall
Research how brand will be used
Understand where it will live in the home
Find a visual/verbal hole for brand to fill
Understand how modern trends effect the brand
Brand loyalty is decreasing – to maintain loyalty brands need to offer more value and/or more solutions
Go backwards to go forward
Know your target audience – your target audience cannot be “everyone”
Marketing and Global TrendsSocial Accountability - Most people will purchase a brand that they feel connects with their own personal belief system – even when that brand is more expensive
Global Trends1. Getting Older2. Increase of Middle Class3. Increase in global influences4. Increase in female influences5. Increase in healthy experiences
Consumer needs1. New Health2. New Taste3. Snackification
Mass-tige – Premium but attainable
When Designing or Approving Design
Know your audience (remembering that your audience is NOT everyone!) and appeal to as many of their senses as possible
Shelf Sight Sequence1. Color2. Shape3. Symbols4. Words
Successful Brands and Labels
Successful Brands and Labels
Successful Brands and Labels
The Language of Wine
A great deal of visual cues are already established for the wine industry; however, if they do not speak to your target audience – should you use them….
Remember to Consider:
Is Your Audience
Traditional
Remember to Consider:
Is Your Audience
Adventurous
Remember to Consider:
Is Your Audience
Seasonally Motivated
Remember to Consider:
Is Your Audience
Cause-Oriented
Thank You!
ILS MissionTo work with clients as a trusted partner so we may deliver solutions that leverage digital print technologies and other printing innovations to their fullest advantage.
Vicki Hausmann, Director of Marketing513-860-2457 x [email protected]
