You’ve caught lightning in a bottle (or jar, pouch, tube, can, etc.) The next step is to bring in the thunder by creating the packaging and more specifically the label. More often than not, this means that you will be working with graphic design expert to make your vision a reality. If you don’t have a label design background, you may find the process a bit daunting. That’s why we’ve broken it down with these ten step-by-step tips.
Hire a Designer
• Start with their portfolio. If you find someone with similar sensibilities to yours in terms of their work, style and taste, chances are it’s a good fit.
• Ask if they have packaging experience. Designing a label is very different than designing an ad or logo. Since you may not be adept about this aspect of your product development, it is best if your designer has an expertise in packaging to help guide you through the process.
• Did you know that Overnight Labels has a resource page with a number of graphic designers that we highly recommend?
Create a brief
A creative brief outlines your vision and ensures that you and the designer are on the same page. It details the objectives, messaging, etc. Start by including the following details
• Are there specific colors you want to use or avoid? Have you chosen a font yet? These are important decisions to share with your designer. If you are undecided, a good designer will help guide you to something that fits the DNA of your brand.
• Is there a specific style of artwork, finish or effect you are drawn to? Present some examples of other labels you like and what elements are especially pleasing.
• What copy and/or images must be included? It’s important to let your designer know from the start, as this will impact the design. It’s always best to provide final copy to expedite revisions.
• Label Type and Shape: This is one of the most important decisions you will make, as it will ultimately define a large part of the design. For example, with flexible packaging or shrink sleeves there is a much larger area to be designed. In fact, shrink sleeves require 360 degrees of design. Also, what are the dimensions and shape of your container? Proper measuring is a must to ensure that your label not only fits onto it smoothly, but also complements its shape.
• Consider how much of the actual product you want to show. In the past, labels covered a lot of the landscape of the container. However, with the rise in popularity of “clean labels,” a clear-label look where you can see the actual product is on the rise.
Let Go and Trust the Process
Once you and your designer are in sync, and after an agreed upon period of time, they’ll present you with a few options.
• Don’t forget that you’ve hired a graphic designer for the expertise and experience that you don’t have. When they present a new idea, keep an open mind and listen to why they think that might be helpful for your product.
• It’s also imperative that you are open and honest with your feedback, but most importantly, very clear. Don’t say something vague like, “something’s just not right.” Instead offer concrete ideas such as, “I don’t think like the font and would like something bolder,” or “make the background lighter because the text is too hard to read.”
Now that you’ve got an amazing design, give Overnight Labels a call! We can take that artwork and make it come alive using the right paper stock, lamination and effects.