Packaging and Labeling Design Tips That Help Market Your Product Continued

In our last installment we talked about how there are six common rules of package and label design that will help ensure your product stands out over the competition.  We discussed how a clear and simple, honest and authentic label design works to draw consumers in.  Below we will discuss the last three common rules in package and label design that work together to create the masterpiece which will represent your brand and product.  A strong package and label design helps to ensure your product is chosen before one of the forty thousand competitors.

Shelf Impact

When creating a new package or label design a common problem exists in how the product will look on the shelf next to its competition.  In order to create something that has any shelf impact value you need to evaluate the packages and labels of the products next to yours on the shelf.  One thing that we need to be reminded of when designing a label is that never will your product be viewed alone or in great deal when seen by shoppers.

Your products label is arranged on a shelf in rows and columns along side of your competitors.  Until your products label design catches a consumer’s attention they are unlikely to take a closer look.

Go to the market today and stand in front of any shelf.  What do you see?  Which labels catch your attention?  What qualities do they possess that gives them the shelf impact you are looking for?  Is it a certain color, a special pattern or an image that catches your attention?  How can you emulate that within your own package and label design?


Consider the future of your brand; will the product package and label design that is created allow for an easy introduction of a new line extension?  Designs should always be created with your company’s future in mind.  Create something that offers a visually systematic design that allows for easy changes to both the visual and contextual content within your label.  This will allow for an easy transition as your brand and product lines expand.


Practicality in product packaging and label design deals with the actual shape, size and function of the container.  A perfect example of this is with ketchup.  Certain brands of ketchup were sold in glass bottles.  It would take forever for the ketchup to come out.  Once this was realized the company’s redesigned the package into a squeeze bottle.  This in turn increased the products usability.  Consider this when designing a container for your food product.

Using the six rules outlined in our recent articles you can create a product package and label design that maximizes results.

At Anchor Printing, we take pride in offering our clients cut & stack labeling, pressure sensitive labels, roll-fed labeling, shrink sleeves as well as flexible packaging options. Contact us today at for all of your product label design, printing and packaging needs.

Packaging and Labeling Design Tips That Help Market Your Product

There are six common rules of package and label design that will help ensure your product stands out over the competition.  The products package and label design needs to market the product on its own as you will not be sitting on the shelf selling it directly.  In this article we will discuss common rules in package and label design that work together to create the masterpiece which will represent your brand and product.  A strong package and label design will help to ensure that your product is chosen before one of the forty thousand competitors.

Clarity and Simplicity

The label on your product should clearly and simply state the answer to these two questions: what is this product used for and what is the brand behind it?  If your product label does not clearly present the answer to these two questions you have a problem.  In less than four seconds the average consumer has decided to purchase or pass on your product.  Your package design should be appropriate for the product category and your label should be clear, simple and stand out.


Your label needs to be an honest representation of your product.  Strive to depict your product in a way that is believable and allows the customers to visualize what they are purchasing.  Don’t mislead consumers by depicting your product in a light that is ten times better than it actually is.  Ultimately this will lead to consumer disappointment, which in turn leads to poor sales and a negative brand image.


Great brands all have three things on common: they are original, have their own character and are memorable.  With hundreds of competing products the only way to set your product apart is to be authentic.  Creating authenticity using a product label is not something that advice can really be given on.  It comes from creating something that is visually strong and unique to your product and brand. If for instance, most competitors are using a vertical label with cartoon characters go for a horizontal label using photos or illustrations.  Be unique and different while staying true to your brand image.

In the next installment on the six most common rules of package and label design we will look more in depth into labeling elements that your products shelf impact, extensibility and practicality.  Creating a label that makes the most out of each of these six rules will help to ensure its success.

Anchor Printing, we take pride in offering our clients cut & stack labeling, pressure sensitive labels, roll-fed labeling, shrink sleeves as well as flexible packaging options. Contact us today at for all of your product label design, printing and packaging needs.

Food Product Label Design Tips

Designing a new food product label is both an exciting and tricky endeavor.  The thrill with designing a great label comes from capturing the unique aspects your product offers over the competition.  The difficult part is constructing a design that is marketable, targets the consumer and prevails over the competition.

Define your target audience: It is crucial to define whose attention you are looking to catch with your products label design. In order to design an effective label you must know what your customers are looking for, what problems they have and how your food product solves it for them.

A food label has to do everything an ordinary product label does and more.  It must support a message of freshness, promote quality ingredients and express just how delicious it is.  Understanding exactly what your customer wants allows you to design a label that represents this using images, text and color.

A perfect example of this is how images of fluffy white clouds don’t speak to consumers looking for sandpaper.  Just like certain colors when used together create certain emotions in us, green and red make people think of Christmas time while pastels make people think of Easter.  If you used green and red on a package of egg shaped Easter candy it wouldn’t entice people as much as colors that are representative of Easter would.

Research your competition:  For your food product label to stand out from the competition it is important to have knowledge of their label designs.  If you are advertising toilet paper think outside the box.  Instead of using images of cotton and clouds like your competitors consider a completely different angle all together.  Look at the other qualities your product offers.  Maybe it is easier for your septic tank to break down or perhaps it is comes in sheets that are perforated more often so you can choose how much toilet paper to use.  Whatever angle makes your product stand out over the competition is what should be represented on your products label.

Take into consideration the products packaging: Shoppers want to see what they are getting for their money.  This is especially true in food products.  Many food products on the market today are packaged in clear see-through containers.  If this is the case, you will want to design a label that does not cover or take anything away from seeing the actual product.  Seeing the tasty treat inside offers more than any picture on a label can.

Emphasize key ingredients and features:  When you are looking at designing food labels it is important to highlight the fresh, quality ingredients as well as essential product features and awards it has received.  What sets your food product apart from the competition?  This needs to be an element focused on when designing food product labels.

Plan for post-sale marketing:  Look at your product label as prime real estate.  Take advantage not only of the space on the front of the label but also the back.  Use a label that offers a peel back function and then list product recipes on the back.  This allows you to show case the product you are selling as well as other company products that are used to create the recipes you feature.  Using all the space available on your food product label is smart marketing.

Marketing food products is fun but not easy.  Follow the tips above to get your products off the shelf and into the customer’s tummies.

At Anchor Printing, we take pride in offering our clients cut & stack labeling, pressure sensitive labels, roll-fed labeling, shrink sleeves as well as flexible packaging options. Contact us today at for all of your product label design, printing and packaging needs.

Challenges Faced In Product Label Design

There are many challenges that come with creating a label that accurately depicts your product and grabs the attention of your target consumers.  Not only do you need to create a label that is appealing to your market it must accurately represent your company’s brand identity.   This is the challenge graphic designers and label manufactures face when designing a label for a new product; especially when labeling food products.

Your label design must be eye-catching, reliable and unambiguous; this is the key to food product labeling.  This may sound like a simple concept however when introducing a new product to the market creating something that stands out, gets noticed and creates a purchase is far from easy.

Below are useful guidelines to help design an impressive label for your product:

Get to know your target consumer in depth:  When designing a product label you must first verify the target market and their desires.  It is important that there is clarity when it comes to what consumers are looking for before you begin creating a design concept.  It is important to understand the problems your target market are faced with and how your product helps solve them before beginning the label design process.

Decide what your information your label should contain:  The job of your product label is to sell your product.  It is impossible for product manufacturers to personally sell their product to each individual customer.  This is the job of the product label.  Your product should say everything you would want to say to a consumer if you were sitting in front of them.  The label should answer such questions as: what type of product is it, how the product is used and what ingredients are used in its creation as well as other such questions.  Convey the core values of your product on the label.  This is the information consumers look for to make an informed buying decision.

Establish the style of your product:  Part of your company’s brand images are the illustrations, fonts and colors that are used when labeling the company’s various products.  This should be taken into consideration when introducing a new product into the mix.  This will increase brand awareness when consumers are looking to select a product.  Positive brand recognition will bring awareness to new products that are available on the market.  When consider a style it is important to bear in mind the following: label colors, label graphics and label readability.

Graphic designers and label manufactures must work together with companies to create an attention grabbing label for their products.  The products label is the first step in compelling consumers to make a purchase.

At Anchor Printing, we take pride in offering our clients cut & stack labeling, pressure sensitive labels, roll-fed labeling, shrink sleeves as well as flexible packaging options. Contact us today at for all of your product label design, printing and packaging needs.

Creating New Product Labels

As a new product is launched it is crucial that it has an attention grabbing label.  A label that is appealing to consumers is one that will sell products.  With new products entering the market place the buyer’s first impressions are what help move the product and hopefully create a lasting impression for repeat purchasing.  The label needs to be extraordinary to entice buyers into picking the item up and contain all the pertinent information needed to make a purchase.

There is no clear cut formula in label design when it comes to creating a label that will sell your products.  There are however certain criterion that should be considered when laying out the design for your new product’s label.

Colors: The colors used when designing custom labels influence the buying decision of consumers.  Each color and combination of colors works to entice customers to feel certain emotions.  Certain colors such as yellow and red encourage purchasing however these colors aren’t always the best choice.  If you are selling a certain feeling along with your product consider what colors work to create that same feeling and use them in developing your label.

Fonts:  Avoid fonts that are overused.  The goal is to create something unique.  The font that is chosen should also be easy to read and capture the personality of your brand and product.  For instance, if you are creating a label for potato chips look for a font that perfectly describes the crispy texture.  If the chip is bbq flavored consider adding additional font that represents the spicy tang of the flavor.  If the chip is pickle flavored consider using a font that exemplifies the sour, salty nature of pickles.

Company/Product Name: In order to be easily identifiable the label must always contain the company and or product name.  This is a no brainer in marketing.  This should be consistent amongst your company’s product to create a brand that is easy to identify quickly.

Ingredients: If it is a food or drug being marketed the label should contain the ingredients that make up the product.  This will allow consumers to easily identify allergens.  It is also a requirement set forth by the FDA to ensure that products accurately account for all substances used in creating the product.

Label Size/Type:  The type of label used as well as the size will be dependent on the packaging or container of the product.  Will the item require two labels, one front and one back? Should the label cover the entire container of leave some of the container to be seen?  There are many types of label options to choose from such as:  shrink sleeves, cut and stack, pressure sensitive, roll fed and flexible packaging.

Bar Code: A universal code placed on the product label helps to convey valuable information to electronic scanners.  It includes recognizable information to the scanner such as the product name, weight, price and such.

Contact Information: It is essential that your company’s contact information is clearly represented on the label.  This should include the company name, product manufacturer, company address, phone number and email address.  If your social presence is important to the company’s image add that information as well.  The contact information, stated visibly on the label, helps to encourage communication between you and your target market.

The factors above form a foundation that custom label and graphic designers should use to create and manufacture a label that encourages sales.

At Anchor Printing, we take pride in offering our clients cut & stack labeling, pressure sensitive labels, roll-fed labeling, shrink sleeves as well as flexible packaging options. Contact us today at for all of your product label design, printing and packaging needs.

Product Labels That Stand Out From The Competition

How many products do you estimate are on your local grocery store shelves on any given day?  The ballpark figure from the Food Marketing Institute is that there are about forty thousand different items to choose from.  That is a lot of opposition for your product.  How will you make sure that your product stands out from the competition?

The answer to this billion dollar question – your products package and label design.  Here is a closer look into what makes or breaks your company products packaging and label design.


Simple and Clear:  The next time you are visiting the supermarket take some time to check out a random shelf.  Take a moment to browse through the selection of products.  While you are doing this ask yourself two very simple and clear questions; what is the product used for and what is the brand behind it?

You will simply be amazed at how hard it is to answer these two simple questions.  If your product and label design doesn’t answer these two questions in less than four seconds you can be sure that consumers will move on.  It is a subconscious decision that is made within four seconds.  When you are designing your products label and package it is crucial that you are clear about the product and clear about the brand.

Truthful: Nothing sells your product time and time again more than an honest depiction.   Don’t give your product a “facelift” to a degree that portrays it in a light other than what it is.  Your label should not mislead consumers.

Here is a prime example of what not to do.  Don’t show a soft, gooey chocolate covered cookie on the product label when in reality you are selling a simple, flat, chocolate flavored biscuit.  Instead take time to show the simple, flat, chocolate flavored biscuit in a complimentary, flattering way.  Your label should represent your product at its best allowing your targeted market to get an honest look in to what they are purchasing.

Shelf Impact:   Remember that your product will never be viewed alone or in great deal at the store.  It is important for your product to make a different when sitting on the shelf next to the competition; this is known as your product’s shelf impact.   Your label and product packaging need to be distinctive and appeal to consumers.  Your product’s shelf impact is one of the most important reasons consumers make an initial purchase as well as recalling it at a later date for continued purchases.

Practicality:  Your products container, not just the label, should be sensible as well in size, shape and function.  The container should be practical, simple to use and possible reusable.   Practicality helps combat many package design challenges that exist.   One such example is how difficult ketchup is to get out of the glass bottle.  Ketchup manufacturers decided to win the battle by designing a plastic container where the lid was used as the bottom allowing it to stand upside down.  The struggle with getting the ketchup out of the glass bottle no longer exists.  Practicality sells products.

Using the tips above when designing your package and label will help you to create and manufacture a product that flies off the shelf.

At Anchor Printing, we take pride in offering our clients cut & stack labeling, pressure sensitive labels, roll-fed labeling, shrink sleeves as well as flexible packaging options. Contact us today at for all of your product label design, printing and packaging needs.

Using Color In Product Labeling

Labels are not simply thrown together, slapped with a product name, put on a shelf and popular with consumers.  Graphic designers work together with marketing teams to create labels that sell products.  It is important that both the designer and marketing team consider how the colors used within the label work alone and together.  To better understand color psychology and how it can be used to influence buying decisions let’s look deeper into the influence color has on our human emotions.

Your company’s label is arguably the most important marketing tool used to encourage consumers to purchase your product over the competition.  The colors you choose to represent your product and incorporate within your label will help to make or break your sales.

Colors used on their own evoke different emotions than when used together.  It is important to have a solid understanding of this concept when designing any label.  Consider how you want consumers to feel before, during and after they purchase and use your product.  Analyze what colors or combination of colors work to evoke these emotions and incorporate them within your label design as well as promotional marketing materials.


Colors and Emotions That They Evoke

Black: Black is a color that can be interpreted to mean several things.  It is a different than many colors in that it evokes two very different meanings.   Black is a color that people associate with virility, firmness, strength and permanency.  It can also trigger emotions such as despair, hopelessness and sorrow.  Be careful when using black in labeling noting that it can evoke different feelings for consumers.  Black is often used to highlight text making it pop and stand out from the design surrounding it.

Blue:  Creativity, pleasure and well being come from the color blue.  Consumers relate blue to ideals such as freedom and happiness.  The color is great for label designs looking to create a feeling of free will.  Consumers will subconsciously choose your product over the competition because they feel free in making the decision.

Green: If you are looking to bring a sense of peace, happiness and relaxation to consumers then green is your color of choice.  The color green should be used when looking to calm and reassure clients.  This color will make them unequivocally purchase your product; consumers will not question the integrity of your product when you use green as a main color within your label.

White:  White is used to create a feeling of lightness.  It is a color that offers security, tranquility and relaxation.  White is used to accomplish a feeling of complacency as well.  Marketers should use white in label design to make consumers feel good about choosing their product.  White makes us feel clean, new and renewed.

Brown:  Brown is great for stability.  If you want to have a label that gives off a feeling of being natural, down to earth and organic brown is a great color to chose.  Using the color brown in product labeling gives the sense of trustworthiness.

Orange: If you are looking to make consumers hungry use the color orange when designing your product label.  Orange offers a sense of clarity, strength and vigor.

Purple: Purple is a color that shows prestige.  When used in a label it evokes sensitivity and security.  The color purple sends signals of compassion.  Purple used in labeling makes your product something that is needed and motivates consumers to purchase.

Red:  Label designs using red will literally cause consumers heart rates to pick up.  It is a color that offers a sense of warmth, love and sexuality.  It entices consumers; although the color red can give off a sense of mystery and danger it intrigues customers into making a purchase; perhaps as more of an impulse than a regular purchase.

Color is a powerful element when used in design and labeling.  Make sure that your product label emits the emotions you are looking to provoke an immediate purchase.

At Anchor Printing, we take pride in offering our clients cut & stack labeling, pressure sensitive labels, roll-fed labeling, shrink sleeves as well as flexible packaging options. Contact us today at for all of your product label design, printing and packaging needs.

FDA Releases Guidance for Food Allergen Labeling Exemptions

The Food and Drug Administration (FDA) issued final guidance for industry on June 19 titled “Food Allergen Labeling Exemption Petitions and Notifications.” This guidance was preceded by draft guidance by the same name. The FDA received comments on the draft guidance and considered them when making revisions to the final guidance. The final guidance explains the FDA’s thinking on the submission of petitions and notifications for obtaining exemptions from labeling requirements for major food allergens under the Food, Drug, and Cosmetic Act (FD&C Act).

In 2004, the Food Allergen Labeling and Consumer Protect Act (FALCPA) created a new food misbranding charge regarding the labeling of major food allergens. FALCPA amended the FD&C Act to state that foods that failed to declare the presence of a major food allergen on the product label would be considered misbranded. The FD&C Act defines a major food allergen as “milk, egg, fish (e.g., bass, flounder, or cod), Crustacean shellfish (e.g., crab, lobster, or shrimp), tree nuts (e.g., almonds, pecans, or walnuts), wheat, peanuts, and soybeans.” Section 321(qq) also defines a major food allergen as a food ingredient that contains protein derived from the listed foods. However, FALCPA provided two pathways for certain ingredients derived from major food allergens to be exempt from allergen labeling requirements. Section 403 allows a person to petition the Secretary of the Department of Health and Human Services to exempt a major food allergen ingredient. Section 403 also states that a person need not file a petition if he or she files a notification with the Secretary.

Certain ingredients derived from major food allergens are modified to such an extent that they lack the offending allergenic protein. Additionally, it is possible for a major food allergen to be used as an ingredient such that the level of the allergenic protein in the finished food product does not cause an allergic response. The two FALCPA exemption pathways allow these types of ingredients to avoid major food allergen labeling requirements. Both pathways require a showing that the ingredient “does not cause an allergic response that poses a risk to human health.” First, an ingredient may become exempt through a petition process under which a petitioner has the burden of proof to present scientific evidence, including (in some cases) clinical studies of oral food challenges or skin prick testing to prove that the ingredient will not provoke an allergic response that poses a risk to human health. Second, an ingredient may become exempt through submission of a notification that contains scientific evidence that the ingredient “does not contain allergenic protein” or that there has been a previous determination through a premarket approval process under section 409 of the FD&C Act.

Both types of submissions will require an ingredient description, the method or procedure used to prepare or manufacture the ingredient, an ingredient protein characterization, a description of the intended use in the final food product, and methods used to obtain the scientific evidence. Petitions should contain information on the expected consumer exposure during a single consumption of the finished food product and clinical studies or risk modeling, using data on consumer exposure. Notifications should contain protein characterization, with a preference for clinical data, and any relevant animal or in vitro studies. The FDA will evaluate the scientific evidence for the specific ingredient and for the specific use of the ingredient as stated in the submission. According to the FDA, the submitter should determine whether a petition or notification is most appropriate for the ingredient and its specific uses. Finally, the FD&C Act requires all petitions and notifications as well as the FDA’s response to be posted publicly. The inventory of petitions received since 2004 can be found here, and the inventory of notifications can be found here. To date, eight notifications and three petitions have been filed. One petition has been approved (soy), and one notification has been approved (fish). The final guidance will provide direction to entities interested in having an ingredient exempted from major food allergen labeling requirements.

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Data Points: Fast Facts on the Digital Label & Packaging Market

Digital Press Installations on the Rise

Run lengths are decreasing by an average of 7 to 9 percent each year, and as digital technology quickly evolves, digitally printed jobs are becoming more economically viable. Digital inkjet color presses capable of producing high densities, finer dots and faster speeds are propelling the digital printing growth.


North American Press Installations In 2013 & 2018 Conventional vs. Digital

The North American tag and label industry is considered one of the most innovative of the print segments. Digital technology has transformed the way labels are designed, specified, sourced and delivered.  In 2013 an estimated 9 to 10 percent of its work was produced on digital printing presses.

Digital production volumes are projected to grow at 17 to 18 percent CAGR over the next five years. As a result, the percent of digital press installations will exceed those of conventional presses by 2018.

Source:  PRIMIR 2014 study “Tag and Label Printing Trends” by LPC and AWA.

Why do Labels Matter?

  • A Pressure Sensitive Focus

The part of the label market directly addressed by digital production presses is the pressure-sensitive sector, which accounts for about 33 percent of all labels. It also represents the fastest-growing and highest value sector of the overall market with retail prices for finished labels totaling $50 billion in worldwide annual sales.

  • Digital Labels are Strategic to Analog Converters

Digital presses have been successful at integrating themselves into the physical workflow of PS label manufacturing and have reduced process costs for short run levels. This has increased the value of labels that are customized or that can be made available on very short notice.

Users of analog pressure-sensitive labels have accepted and adopted digital presses running alongside flexo UV technology. Although the surface area printed by digital presses represents less than 1.5 percent of analog printed PS labels, the value of those digital labels, as a share of analog value is closer to 3 percent.

  • HP’s Activities Help All Players

Demand for digital labels has been stimulated by HP’s integrated marketing from the back of the value chain (manufacturing) to the front (brand owners) through the education and nurturing of all the players. This is an activity that lifts all boats on the tide and was among the most interesting and important activities in the market during 2013 and into 2014. It is a signpost for the future of other markets for digital packaging.

  • Electrophotographic (EP) Leads UV Inkjet

EP technology continues to dominate the digital label press market with HP Indigo the leader with ElectroInk technology. The rest of the market is mostly taken by UV inkjet presses from more than 10 suppliers with EFI-Jetrion as the leading supplier to date.

Source: IT Strategies

Value of Print for Folding Cartons

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Forecasted Compound Annual Growth rate, 2013-2018: 58.3%

This InfoTrends chart shows global gross billings for folding carton printing from companies that use color digital presses such as HP Indigo, Xeikon, Xerox, Screen, etc. for folding carton printing.

This type of printing has been a side application for narrow web label presses for several years, and Xerox has been placing its sheet-fed, narrow format iGen press in this segment since 2010. This mix of web and small, sheet-fed type printing of folding cartons will continue, although it will be dwarfed over the next few years as B2-size sheet-fed presses for folding cartons (such as the HP Indigo 30000) reach the market.

Source:  InfoTrends

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Increase Your ROI On Industrial Equipment With Maintenance

Product label options are just one area in marketing your product that offers a great deal of consideration.  The exterior of your product adds appeal and allure to what’s inside.  The label is what gets your product noticed amongst the competitors.  That is why it is so important to think about what label is best suited for your company’s product.  Product manufactures can choose from shrink sleeves, cut and stack, pressure sensitive and roll-fed labeling options to increase brand awareness.  Packaging labels come in a variety of shapes, sizes and materials.  They are each manufactured using their own unique method.  For commercial products, one of the most popular options is cut and stack labels.

Cut and stack labels are able to be printed in large quantities.  Once the labels have all been printed they are cut into individual labels and stacked to allow for easy shipping.  The printing process of cut and stack labels starts out with a large roll of paper that are roll fed into a printing press.  From there the labels are cut into the desired size and shape, most often rectangular.  Once cut and stacked the labels can be applied to the product.  Most often this process is done by overlapping the two ends of label and gluing them together.

There are many benefits to each type of product label manufactured today.  Cut and stack labels have many benefits over other options.  The first and often most recognizable to product manufacturers is the fact that they remain one of the most cost effectively custom designed product label on the market.  This makes them affordable to print even in the largest of quantities.  The label is also incredibly durable which allows them to be shipped without damage and can be made from a variety of materials.

Cut and stack labels can be used on a variety of products that consumers use every day.  Some product you may be familiar with that use this type of label are aluminum juice containers, canned good, aerosol cans as well as other food and beverage needs.  They are an extremely versatile option used in custom product labeling.

The benefits of cut and stack labels are overwhelming, they are not only inexpensive but also simple to customize.  The labels are good to use on most any size or shape package.  The label design and print influence consumer’s decisions to purchase.  It should consider highly when putting together a unique marketing plan for your product.  Cut and stack labels are a solid option to consider in product labeling.

At Anchor Printing, we take pride in offering our clients cut & stack labeling, pressure sensitive labels, roll-fed labeling, shrink sleeves as well as flexible packaging options. Contact us today at for all of your product label design, printing and packaging needs.