When a consumer goes to any supermarket, he is faced with a multitude of products. To choose the one he needs, he will of course privilege the price rangebut he will also watch its aesthetic appearance, represented globally by the packaging and the label. These two factors naturally make the product more attractive to the consumer and therefore favor the intention to purchase.
If we look at wine, for example, a study conducted for the group Barat over there Wine Intelligence reveals that a label can improve purchase intentions by 10%. The subject is not to be taken lightly when you launch a new product, and that, many industrialists have understood.
In collaboration with ALL4PACK Paris, the Paris International Exhibition dedicated to packaging innovation, we invite you to discover today a series of trends who come revolutionize the world of labeling and prove that creativity is a fundamental value that fits into every step of a product's design ... up to his label.
About ALL4PACK Paris : organized every two years, ALL4PACK Paris is the reference show in France dedicated to packaging professionals. It covers key areas of packaging, process, printing and intralogistics. The latest innovations in the packaging industry for the food industry, beverages and liquids, cosmetics, beauty, luxury goods, health, e-commerce and distribution, and industrial goods are revealed here. professionals from Europe and Africa. Rendezvous from November 26 to 29, 2018 for the next edition.
Create a visual effect
This gimmick seems obvious, but unfortunately, there are too many classic labels that are similar to each other (often for budgetary reasons). It's important to know how to hijack one's labels for create a visual effect and attract the attention of the consumer by aesthetics. But beware: this emphasis on graphics should not be meaningless and must be perfectly stick with the product image.
Take the example below of this bottle of beer imagined by the creative Clara Lindsten. For this fictitious brand called "Origami", this designer has devised a label designed to be manipulated and transformed into origami, these famous Japanese folding games.
Another striking example: that of the creative label imagined by the Russian creative Yevgeny Razumov. To illustrate a brand of absinthe, this designer had the idea to divert his bottle with a label (and a bottle shape) purposely blurred. The idea: to play on the optical illusion and to give the impression ... of the result sought by the consumption of the product.
A final example of creative and visual etiquette with this concept imagined by the studio T & E Polydorou Design Ltd. Here, the creative ones have just had the idea to play on the label and on the notion negative space to illustrate this bottle of olive oil. The label has been reworked to illustrate a drop of oil which seems to be beading along the bottle. It's simple, but it's enough for the consumer to identify the product at a glance and prioritize it among those of the competition.
Create a user experience: when the label becomes a product
Beyond the aesthetic aspect of a label, which remains essential to mark the spirits, creativity can allow to create a real user experience. Diverting the traditional use of a label to make it a real product in its own right is the kind of experience that allows brands to remain firmly anchored in the consumer's mind.
The first example that comes to mind when we talk about label misappropriation remains this idea of the chain of bookstores 100,000 Books in Russia. On the basis of the fact that many people read everything that is within their reach in the bathroom, this brand had the idea to create deodorants whose the label actually hides short stories to read... and the rest is obviously at your bookstore! Simple and rather well seen.
In a similar register, we find this great idea of the Italian brand Librottiglia who knew how to differentiate himself from his competitors with audacity. For "Upgrade" the label that accompanies its bottles, the brand Librottiglia had the idea to transform it in mini-guide which tells the story and the characteristics of the wine in question. An excellent brand experience for the consumer who can delve into the story of his favorite wines.
In a completely different genre, we also find the very good idea of Coca Cola in Romania who decided to transform the labels of his bottles into bracelets to go to festivals. In order to seduce new young consumers, Coca Cola so has turned his labels into detachable bracelets that allow foraccess to festivals during summer. A perfect example that proves that the label can have a second life and a new use that enhances the brand experience.
Finally, we invite you to come back to the theme of wine to discover this superb misappropriation of the label. The brand Taylors Wines decided to offer a "Real utility" to the labels of his bottles by making them thermosensitive. So, according to the color code displayed, the consumer can know whether or not he will consume the wine at the right temperature. An intelligent idea that shows that the label can have interactive use which improves the use of the product.
Make smart the simplest of products through a label
Sometimes it is not necessary to use complex technology or facilities to make a smart label. A simple label placed on the right product and with the good visual (or the good wording) can sometimes be enough to make the latter much more intelligent.
Take the example of this brand of lawyers (Unknown) marketed in New Zealand. Because it's not always easy to know which lawyer to choose, this brand simply came up with the idea of creating a small label withcolor code which allows the consumer to know when the lawyer is ripe. A perfect example that shows that a simple label, certainly used with genius, can contribute to the satisfaction of the consumer.
In the same spirit, we propose you to discover the example below imagined by the Canadian Breast Cancer Foundation and the agency Rethink. To raise awareness of the importance of breast cancer screening, the association came up with the idea of using simple labels stuck on melons. By playing on the analogy that makes you feel a melon to know if it is ripe before buying it, this association diverts brilliantly fruits for raise awareness about breast cancer screening... all with a simple label.
Make the label a gamification lever
Beyond the simple graphic customization, the label can give rise to a real logic of gamification to always mark the spirit of consumers. This is a trend that is particularly alcohol brands who do not hesitate to turn their labels into real playgrounds. An original and creative way of capturing the consumer's attention.
For example, let's go Argentina to discover the totally unusual idea of the agency Estudio. She had the idea to turn the label of a bottle of wine to turn it into a real Morpion game. With magnetic checkers, the agency has found a second life to this bottle of wine that seemed very classic at first.
See you now in Germany to discover the very original idea of the beer brand Beck's. To challenge its most creative consumers, this brand had the idea of transform his labels into a medium of artistic expression. How? By simply using the same material that scratch games that allows, to give life to his drawings, scratching the label. The icing on the cake: the illustrations become even more visible in the dark!
When the label plays the card of humor
humor and emotion are also at the heart of a good labeling strategy. 70% of consumers consider that emotions account for 50% of their purchasing decisions. And if it is easy to show emotions in a commercial, packaging and labels can also be a beautiful medium of communication on the subject ... playing especially with humor.
Take the example of Monoprix, the retail brand which is now famous thanks to its packaging and labels that play the map of humor. Word games and contextualized winks are part of everyday life. Monoprix. The key to success: a recognizable graphic design among dozens, a brand-specific tone and recurrence. In Monoprix, the humor transcribed on the labels of products is part of a real logic of content production.
Another striking example in this area is undoubtedly the brand of fruit juices and smoothies Innocent. The brand has developed a real territory of communication focused on humor, which is felt on each bottle label. And if you even take the time to read the information produced on the back of the bottle, you will see very often word games and touches of humor that make all the success of the brand.
The future of etiquette: the disappearance of the label?
And if finally, the ultimate trend in labeling, was simply to remove the label ? In terms of the environment and the environment, packaging and labels are often debated and manufacturers are increasingly thinking about ways to reduce plastic production... and therefore waste.
Take the example of this creative banana label imagined by the creative studio Nendo the Japan. Here, the label and the packaging disappear in favor of the consumer experience. The label is finally very discreet and sticks on one of the bananas. It peels like a banana to reveal the product information. In short, the label becomes here almost invisible because it is perfectly integrated into the product, in the most discreet way possible.
We have presented here various gimmicks that prove that a label can also be part of the creative process of a product. From simple diversion to the complex transformation that opens the way to a new use, etiquette is ultimately a much more complex and interesting marketing component than one imagines at first glance. Now it's up to you to find new uses for creative labels to make the consumer experience even more unforgettable !
To learn all about printing trends and labeling innovations, we invite you to register now at the ALL4PACK Paris show which will take place from November 26th to 29th at the Paris-Nord-Villepinte exhibition center.