7 steps to getting the right label (Part 2)

7 steps to getting the right label (Part 2)
Container and Packaging
by Container and Packaging
September 8, 2020, Updated July 16, 2021

Let’s continue the mind experiment from part 1. You’re still working as the fashion designer’s assistant (he came crawling back to you when he realized you were about to jump ship, ‘cuz, hey, you’re indispensable). You’ve convinced him, Vincenzo, that the one-size-fits-all jump suit (or in our mind experiment, labels) just aren’t going to work!

After a lengthy discussion on the science of why this label isn’t going to fit that bottle, you can see your Vinnie’s eyes glazing over and his breathing patterns are becoming all too regular (sorry Ty, author of Part 1).

You decide to try another tactic … art!

Now this is a language your Vinnie understands! He quickly sits up, claps his hands in excitement as you start to outline the artistic side of getting the right label. Your explanations are punctuated with frequent “bravas” and “magnificos.”

Step 1: Research the competition

You know Vinnie. You know him well, and you say, “Vinnie, I know you want to do something bold and unique … let’s hit the streets to see what’s out there.” You and Vinnie grab your Prada affects and take the stairs to the street. Every good designer knows that packaging design needs to fit within certain expectations for a given product type. You need to understand your category, your vertical, your industry, your competition. If everyone in your competitive space is using a particular type of packaging, you should STRONGLY consider doing the same (or at least having a really good reason for abandoning it). You lead Vinnie into a corner store that features similar products. You browse the shelves, taking it all in.

Step 2: Make your product noticeable

On your way back to the office, you and Vinnie stop for a dish of gelato. Mmmm. As you climb the stairs (to work off the gelato you just ate) you and Vinnie are discussing what you saw while at the store. You analyze why certain products stood out to you, and what it was about the packaging that caught your interest. When you reach the top, you and Vinnie double over with hands on knees and gasp for a few minutes (it IS the 27th floor).

Step 3: Make your product buyable

You step through the door of your studio and Vinnie shouts, “Conference room, stat!” The assistant designers to the designer’s assistant stare blankly until Vinnie exclaims, “‘Stat’ means ‘now,’ people!” Everyone scurries to their positions with sharpies, color swatches, notepads, tablets and baited breaths. What ensues is a brilliant conversation about why someone would want to buy your product and Vinnie masterfully (with your help, of course) boils the entire conversation down to one or two reasons why your product is unique. Everyone leaves the conference room with a spring in their step.

Step 4: Assemble the elements

You and Vinnie scurry to the bat cave (your computer desk) and you begin to assemble the elements of your label. You speed dial your design consultant Keith McCauley at Container & Packaging Supply (ahem … me) and he/I send you an awesome infographic on The Anatomy of a Label, which you use religiously in the construction of your own label.

Step 5: Color

While on the phone with me, Vinnie asks, “What color should we use? It has to be the right color!” Keith says, “Yes it does. Here are a few more resources on picking the right colors.” And I zap over another infographic on picking the right color and blog posts that I wrote about the power and psychology of color. You and Vinnie compare this information on color with the research that you’ve done and choose a color palette. You then join hands, dance in a circle and sing the final phrase of Nessun Dorma, “Vincerò, vincerò, vincerò!” In gratitude you overnight a gallon of hazelnut gelato (appropriately freezer-packed) to Keith in the States.

Step 6: Design

You open your design software, while Vinnie hovers over your shoulder, back-seat driving the entire way, and begin to layout your label. Using an additional infographic that Keith sent you, you follow the 8 steps to making a perfect label. When you’re all done, Vinnie steps back and breathes, “È perfetto. State ottenendo un aumento.” You turn to him and smile, and say, “Vinnie. I don’t actually speak Italian.” He blinks and says, “You’re going to get a raise.”

Step 7: Print

You speed dial me again (feeling slightly bloated because you just celebrated your raise by eating the gallon of gelato because it didn’t make it past customs) and tell me you’re ready to print. “Excellent!” I exclaim. I open your files, make sure they’re ready to go and get them ordered.

Epilogue

You grab your Prada affects, put your shoes back on (honestly, who can wear those things all day, anyway), and make your way to the stairs. The 27 flights don’t even seem to bother you because you are practically floating. You did it! You created a label. As you walk past the corner you notice the gelato shop is still open … “I should really send Keith some gelato,” you think. “And maybe I could get myself a kiddie-size of the pistachio.”

(back to part 1… because you know you want to read it all again)