label design

Marketing with Colors 

Let’s play a word association game. What words come to mind when I say:

Blue 

Green 

Red

Yellow

Colors elicit feelings, emotions, memories, associations. It’s no wonder then that businesses large and small use colors to add a dimension to their brand identity. What effect do colors really have though? 

Marketing with colors | packaging design | GTI Industries Inc

Well it’s safe to say we’re all different. Because of that, we process things differently and associate different things with colors, but when it comes to purchasing items and services, color plays a more pointed role. It’s not like we mentally say, “since yellow is my favorite color, I’m only going to buy things with yellow logos and packaging.” The process is a little more nuanced than that. 

Our brain looks at the color with a critical eye thinking, “Do these things match? Does bright pink packaging really match this knee brace product?” Sure, it’s eye catching, but a mismatch could swing consumers in the wrong direction. 

It’s also important for brand recognition. We all know one of the foremost tenants for marketing: differentiation. Companies don’t want to be mistaken for their competition. Think FedEx, UPS, and DHL. Totally different color schemes so no one mixes them up. They each stand alone with their own striking combination.

When picking a color for a brand or product/service, it’s much more than what’s a popular color. It matters what the object represents. Eco friendly consumers? Brown or green. Power and vitality? Black or red. 

It takes a lot of research and profiling to arrive on the best image for your brand, but the rewards are invaluable. Build your empire from the ground up and pay attention to every detail. When you’ve designed your logo, let GTI help you decide on the right printer and make your mark on your boxes. We’ve got to stick together after all. 

7 FACTS THAT WILL MAKE YOU RETHINK LABELS

Not every project calls for the large  quantities of mass produced labels. Limited edition and seasonal labels continue to gain in popularity and are becoming more and more available in premium quality low volume runs. The combination of today’s technology, and faster to market  short-batch production runs are able to create the sense of craftsmanship that standard mass-produced labels lack. Here are 7 hidden (or not so hidden) facts to make your labels work harder.

1. LOW VOLUME

Digitally printed labels remove the high costs of minimum order quantities and long lead times of high volume printing. It is a perfect solution for craft brewers and low volume packaging. By printing the exact quantity, it cuts down on storage costs vs. large production runs where you need to store excess inventory.

2. QUALITY

Digitally printed labels today are able to achieve a 95% match to pantone colors. The also have impeccable registration calibration to deliver clean, crisp images. What it boils down to is: design flexibility, speed, and value.

3. DIECUTTING

Diecuts, whether subtle and simple or bold and elaborate, can add visual depth and power to your design. From plotter cutters to letterpress dies or detailed laser cut, there are many ways to achieve crisp iecuts for smaller runs. Diecuts give you many options from custom shapes to perforations for tear aways.Consider: How the custom shape will wrap the bottle. How intricate the die is, and will it hold up in the retail environment. Most importantly, what is the diecut label adding to the overall aesthetic of the product

4. CREATIVE APPLICATIONS

Break free from flat featureless surfaces. Flagged labels are one way to introduce an attention-grabbing message delivery system on shelf. Think of flagged labels as the mini shelf talkers for your product. Things to consider; how the product will fit on the shelf. If not merchandised correctly, they may become crowded and appear cluttered and poorly designed.

5. ACCENT LABELS

Full coverage labels aren’t for everyone. Labels can be used to accent a design, create a layered effect, deliver variable data, or identify product variations. Many designers love the direct print look, but don’t have the budget. Almanac Beer Co. is a great example. They direct print a single design for their entire Farm to Barrel series and then add a pressure sensitive label around the bottom of the bottles to identify each specific brew.

6. DIGITALLY PRINTED SHRINK SLEEVES

Shrink sleeves are not labels, but they are a great alternative for cans that can be printed digitally.  They are a low cost low volume way to challenge bottles on shelf for the craft brewers. They are a great alternative to directly printing large quantities of cans. Shrink sleeves are not only for cans; they can be used on bottles as well as a variety of other items. No matter what the product is, designers must be aware of “smiling” (warping) that occurs around the curves of the object.

7. DON’T LIMIT YOURSELF

Labels come in many substrates today from poly films to wood veneers. Labels have the opportunity to create a tactile connection with consumers, and leave deep-rooted sensory recall memories. Exploit that opportunity by carefully selecting the right material to communicate your brand. Other unique options for low volume runs are black vellum, brushed platinum, or metalized labels.

As you can see there is much more you can do with labels than your average applications. I challenge you to find more ways to creatively break the norm, and push brands forward by using unique label applications.