30 Dec Labels as marketing tools
Without a label, the product would be lost. A product needs a label in order to differentiate itself, otherwise it would go unnoticed, simply one among a thousand others placed on the supermarket shelf. Unquestionably and thanks to labels, consumers are able to identify our product and the brand behind it. They also help to define the product in a descriptive way at a glance and they supply information about its characteristics. But not only that, labels also help the brand in getting the consumer to decide to buy that product thanks to the colors with which it has been designed, its shape, texture or message. It is without a doubt a powerful marketing tool.
Unfortunately, not all labels are able to meet their goal. Therefore, labeling our products effectively plays a vital part in the development of a brand’s image. If you hadn’t thought of this perhaps you are diminishing your product’s visibility without realizing it and consequently reducing sales.
What part does a label really play?
Packaging and labels are like a bride’s dress, without them she would be naked. For this reason in Rieusset we believe that labeling has a very significant impact on the consumer’s decision to buy. And if it is eye-catching to boot, if it sets itself apart at the point of sale from its competitors, it will be easier to reach our target. As we have already seen in another one of our posts, in Rieusset we know that standing out is fundamental; it forms part of our identity. For this reason we try to imbue our labels with this, giving the product and the brand a characteristic that makes them unique.
The fact is that companies should not underestimate the power labels have in motivating consumers to buy, to the point of literally being one of the decisive factors when deciding between a product and the one next to it. Labels are one of the more powerful tools. With them you will be able to make your product stand out, thus promoting a determined brand image and over time, creating brand recognition and visibility. Because in front of a good product there is always a good label.
Furthermore, the label is practically the first thing that speaks directly to the consumer, supplying the maximum amount of information possible. At a glance, it tells us what the product is like and for which sector it is intended, what the company is like, whether or not it is environmentally friendly… Therefore the shape, the colors or materials used are linked to the process of creating a label.
What type of labels are there?
- Informative or descriptive: as their name indicates, they are designed to help consumers know exactly what they are buying: ingredients, nutritional information, composition, expiration date, instructions for use, etc.
- Persuasive: these are labels in which the information for the user is secondary; they center around a promotional logo or a theme, for example phrases that indicate: NEW, ULTIMATE, IMPROVED, PROMOTION, etc.
- Brand: these help the consumer identify the product or the company, and they are crucial to promoting the image of the brand. There are two types of brand labels – removable and non-removable. The former adhere to the product but can be easily removed. These are usually used when there is information about participating in contests and promotions on the back of them or for reading instructions, obtaining some type of coupon or code, etc. The latter ones are permanent and difficult to remove.
- Grade: these labels identify the quality of the product by means of a letter or number that is printed on them. Their purpose is that of highlighting the rating of a product according to its quality and characteristics.
- Obligatory: these are the ones that are chiefly used by governments to inform and protect the consumer in subjects related to safety or health, as for example those that appear on packs of cigarettes. The purpose of these is to try and protect the user from misleading information, letting the consumer be the one who rationally chooses the product.
- Ecological: we have added this last type since consumers are becoming more and more environmentally aware. It is therefore important to produce labels using materials that are recyclable, biodegradable and environmentally friendly.
In summary, a label is essential to any reputable packaging. It strengthens and consolidates the product, and it helps transmit the brand’s values. Furthermore, it is necessary to design labels that attract the consumer’s attention but also offer truthful and accurate information. If we want to gain the consumers’ trust, they need to find exactly the same product inside that we have sold them on the outside.
In Rieusset we consider that a good label is one that stands out above the rest and attracts attention and which has been created to be as unique as our clients.