Beat the buyers: golden rules for food label success
07.09.10
Let’s say you want to take your mayonnaise recipe to market, and all that stands between you and Hellmann’s-level riches are the supermarket buyers. It stands to reason that you’ll ‘borrow heavily’ from the market-leading label design, right? Wrong. Discover why with our three easy steps to getting the most out of your new label design.
01. Make it easy for the buyers
“At the end of the day these buyers have fairly dull jobs,” explains food industry expert Paul Richards. “They want to engage with a product and to see something that will stand apart from the competition. Be irreverent; don’t be afraid to push the boundaries. There are legal requirements you have to fulfil as far as legibility of font and bar codes, etc., but once they’re out of the way, you can have a bit of fun. Make sure you’re offering a clear proposition, one that the buyers can ‘get’.”
02. Make it easy for the consumer
Sam Lacey of Gravity explains: “Impact at point of purchase is obviously key, and as well as a striking design and colour palette you ought to be thinking about a clear label hierarchy. There should be no confusion at first glance as to what’s contained within. And if that all does its job, you can then draw the consumer in with the details. This is where your copy brings your product to life and gives it a personality. Finally, if you’re marketing an unfamiliar product, tell your audience what it is they can do with it through serving suggestions.”
03. Make it easy for you
“Will your product meet the expectation that you’ve fostered through the packaging?” asks Paul. “Above all, that’s what’s going to finally sell your proposition. There’s no point producing what looks like a stand-alone product if it tastes the same as your competitors. Do your research and find out what you’re up against.”
Sam adds: “Invest in an identity from the outset that can grow as your product range grows. And get organised when it comes to product photography, press releases, point of sale materials, etc.
“You’d kick yourself if the buyer said ‘yes’ but you weren’t ready for launch.”