What is the first thing you look for when picking up a product? It’s the item’s label. Labelling is one of the main points of interest both online and instore, forming a major part of consumers’ decisions to purchase.
Becoming a focal point for consumers online and instore, labels are used to create recognisable branding and convey information. Particularly instore, those browsing are often inclined to pick up an item and take a closer look at the label. Online, imagery must be designed so consumers can zoom in, still understanding the same information and creating a desire to purchase.
In an age where consumers look to be educated by a brand, providing accurate information, explaining product origins and exciting the customer are all vital. Essentially, labelling in retail should present everything the prospective buyer needs to know, working to help secure purchases.
When not done correctly, labelling mistakes can be costly, dangerous and lead to a PR disaster. Pret and Byron Burger and two brands which have faced a backlash after labelling mistakes, both of which proved to be deadly.
Labels perform key functions instore and through ecommerce, and here’s how you can use them to grow your retail business:
Setting the tone
Labels give the first impression, enhancing customers’ opinions of any product. A product label which is well designed will clearly display all necessary information, growing trust with the consumer.
Representing the brand and products
Branding of labels should be done to add desirability to products. The best labels make products easily distinguishable, helping customers to easily find the products they are searching for. Once a purchase is made, a branded label also creates a reminder of the company.
Outlining product differences
Labels should be designed to clearly highlight differentiations between products. Whether it’s varying sizes, materials or designs, an effective label will be designed to make this obvious to the customer. Using labels to communicate this information reduces the likelihood of returns and unsatisfied customers. This can be done through using different titles, text, colours or even shapes of label.
Consumers are increasingly conscious about products’ origins, ingredients and any other information, with research being easier than ever before. Because of this, providing all necessary information accurately on labels is vital. Ethics are being considered much more carefully by consumers nowadays, and they look to be informed by brands.
Ingredients, health risks, shipping information, legislations, quality control checks, instructions, warnings and any other relevant information can be included on labels. When done effectively, you help customers understand why the product is worth its price, the benefits of making a purchase, how to care for their item and exactly why the brand should be trusted.
Holly brings a wealth of experience in both print and digital publishing. As Modern Retail’s Content Editor, Holly is passionate about helping independent retailers to thrive in today’s ever-changing market.