These are some of the characteristics that must be taken into consideration during the design process of a label:
It is important for the designer to take into account some important aspects: who his client is, the main characteristics of the company to which he will work, and the existing specific relationship between the company and consumers. Appropriate label design does not mean beautiful design. It means most representative. The design should depict the company corporate identity and give a specific product all it needs to succeed in the world market.
The main objective of label designs is to convey a product essence, catching consumers’ attention and getting them to like the product. This is why, when analyzing a label design, we must ask to ourselves, what ideas does the label depict? And, at the same time, another basic question regarding the design should come to our minds: what concepts should the label actually represent? And, how can the designer convey this? Once the decision on what is going to be conveyed is made, it is important to remain pertinent to this idea. For example, if a label for a tomato can, which is main characteristic is freshness, is required, a picture of fresh tomatoes can be used. In this way, what the image conveys is directly related to the way it is conveyed.
To analyze the market is also necessary to get an effective label. It is essential to know the target audience so as to adjust the product essential characteristic to it. By doing this, the target audience will feel in some way connected and identified with the products, and, as a result, will buy the them.
It is important to take into consideration the atmosphere-feelings-that the label should generate. There are many graphic solutions for this, and the designer will have to use the most appropriate, according to the idea that is going to be conveyed with the design and the product target audience.
Labels must be visually impacting so as to develop fascination and to seduce the audience, and, in this way, stimulate consumption.
These graphic pieces must have a high level of adhesion, this means that they should be rapidly perceived and stick to the consumers’ minds.
One of the main aims of labels is to clearly differentiate a product from the products of the competition.
Apart from the visual design of the label, it is also important to add the necessary information about the product and legal data of the company.
There are no determined rules to follow regarding packages and labels designs. But periodically, fashion trends changes in the market, restricting design choices.