Have you ever thought about the psychology that takes place when it comes to purchasing a product? How an item is branded can greatly impact the audience it attracts.
For example, if you’re looking for a high-end, luxurious product, you’re going to look at the labels and branding to find high-quality colors, fonts, and materials.
If you’re buying a product for a child, you will be attracted to bright, bold colours. Colour is a crucial aspect of label printing and can affect how profitable a product is and how it stands out to its target audience. Below, we’ll examine why colour is so important in label printing.
Types of label printing
Labels are everywhere, on the food we buy and the products we use each day, but how much do you know about the different types of labels that can be chosen for various items? Some of the most popular types of label printing include:
- Flexographic printing: This type of label printing uses printing plates and a rotary press to transfer ink onto the label. It can print many labels quickly and cheaply for the customer.
- Digital Printing: This label is printed using an inkjet or laser printer. It is mostly used to print small quantities of high-quality, customizable labels.
- Screen Printing: This label printing is great for bright, bold colours. It uses a process in which ink is pressed through a stencil onto the chosen material. It can be printed onto a range of label materials to suit your preference.
- Letterpress printing: This type of printing uses a press to create a raised, inked impression on the label. This method looks vintage and works well on textured materials or paper.
The science of colour
Choosing the right label to suit you is essential so you can benefit from the best finish, but you also need to consider how your label will stand out and attract customers – this is one of the main goals when it comes to labelling, after all. Choosing eye-catching colours will also help your product stand out.
The science of colour refers to the way in which different colours can evoke emotions and sensations in humans. When branding and marketing your product, keeping this in mind is essential. For example, blue evokes calmness and tranquillity, yellow makes people happy, and purple exudes luxury and sophistication.
Considerations
When choosing a colour for your label, there are a few factors that you’ll need to keep in mind, such as:
- Brand identity: You’ll need to choose a colour that matches your brand’s identity and the product you’re selling. This will help your customers to recognise your brand and product at a quick glance.
- Target audience: You should consider how you can appeal to your target audience, for example, bright colours appeal more to a younger audience, colours like purple make a product seem more luxurious, and subtle colours appeal more to adults.
- Contrast: This is essential for products that use more than one colour in their labelling. Text and branding must be easy to see so customers can identify you and read what you offer.
Functionality & Quality
Whilst colour is important, there are a few aspects that you need to think about so your labelling meets your customer’s needs. Your labels, as mentioned above, need to be easy to read for safety and compliance reasons.
High-quality colour and branding also mean your product will be considered more valuable and luxurious.
Poor quality labels could unintentionally give your product a bad reputation. It goes without saying that labelling greatly impacts whether your target audience buys your product. How they feel about it, so ensuring that your packaging and labelling are designed and executed to a high-level and include colours to represent your brand and target audience, you are more likely to increase sales and profitability.
