Food Label Trends in 2020
It probably won’t surprise you to read that, according to recent research, consumers say they often buy a product based largely on the label. They also feel poor quality packaging means the product will also be poor quality. It is not exactly rocket science of course. The rocket science part is trying to find new forms of communication in designing labels that will break the rules in terms of creativity without risking consumer trust. That can be tricky to say the least, but let’s look more closely at some of the elements of food and drink labelling and what helps a product fly off the shelves.
The trends
One of the emerging trends you may have noticed is a preference for natural authenticity, compared to industrial perfection.
Natural imperfection is considered an honest brand attitude. Honesty and authenticity are clearly held in high regard when consumers make purchasing decisions these days.
Less demand for computer driven design as brands embrace artisan style and hand-crafted designs in food labelling instead.
Using white spaces as a design decision rather than a consequence of incomplete design, is particularly suited to natural products.
The copy on the food label
Particular styles, colours, fonts, images and illustration can all be used to effectively increase brand appeal, then it is good copy that actually sells a product.
Problematically, label space is often limited and being efficient with the wording is an essential talent. A copywriter can produce the wording if budget allows and money allocated to a design agency is, without doubt, money well spent; an investment in the product even.
The complexities and limitations around food labelling added to a strict brand guideline is the challenge in competitive markets. Essentially the job is communicating core values, the who, how and what:
who is it aimed at
how will people use it
what does it taste like
how is it made
what are the ingredients
Synergy with your brand and label
Time and again it has been shown that a food label and drink label redesign can increase sales. Selecting the style and design of the label needs to match the product of course, provide synergy and communicate brand values. Consider the following materials and how they are perceived by consumers and if they can be used effectively for your product:
Glossy labels give the feeling that a product is high end
Uncoated paper labels with a rough feel can be used for more natural products and communicates honesty
Embossing and foiling add extra dimension and a luxury feel
White backgrounds, opaque labels, simple logos are characteristics of healthy food labels
Here at inkREADible HQ
We are passionate about working with food and drink producers and we produce customised labels for a broad spectrum of customers, from artisan food and drink producers to farm shops and cafes.
We understand the importance of being able to stand out in a crowded marketplace.
Our 40 years of experience means we understand your requirements and listen, to ensure a new product gets noticed or an existing product doesn’t get lost under the raft of newcomers. Well-designed, clear and consistent food labels are the key to giving the right impression. We can advise you and talk you through your aims and objectives. We offer solutions for every budget and size of print run so don’t hesitate to contact us on 01803 326 818 or email sales@inkREADible.com or visit our website www.inkreadible.com.
