Your bottle label is the primary way that consumes will differentiate your bottle from various similar-looking bottles. Therefore, how you design your bottle label is an important factor to consider. You will want to consider how the design of the label affects your brand image.
Choose a Label Based on Your Bottle Size
The size of your bottle plays a large role in what you can do with your product label. If your product is not large enough to hold a detailed image, there is little reason to spend a lot of time designing an image that won't be visible.
Know Your Market
Understand your consumer base and do not focus on targeting other consumers if doing so will hurt your reputation with your core target market. For example, if your product is targeted toward consumers focused on taste, but not the healthiness of the product, you may not want to waste label space mentioning a minor health benefit. One exception is if you have several versions of a product and one is differentiated from the others by its unique health benefits.
Differentiate Your Bottle
If you are selling a product in a crowded market, think about what makes your product very different from your competitors. If a large percentage of the sales of your product goes to charity, list this proudly on the bottle. You may even choose to include an anecdote of how your business's charitable work is making a positive impact. Your choice to differentiate yourself in this way should lead you to commit to this brand message for the long-term.
Stick to the Same Overall Design
Once you have created a bottle design, resist changing it. Some start-ups believe that their products are not selling because there is something unappealing about the design of the product. However, they are really not being patient enough. For a product to sell, consumers need to be constantly reminded of it and must be able to more easily locate it on a store shelf. As your other marketing efforts make your product more visible, it will be more likely to sell.
Make Only Small Adjustments
When you do make modifications to the label, only adjust small details. For example, you may choose to change the description of the product's flavor to make it more descriptive. But do not change the color, font or logo on the bottle. Very often, customers do not even remember the full name of one of your products, but simply remembers it as that drink in the "blue bottle." Preserve the majority of the label design and your consumers will remember your product.
Contact a company like Northwest Label for more help.
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