Your label isn’t just a part of your packaging — it’s one of your most powerful marketing tools. Whether you’re selling gourmet food, cosmetics, supplements, or industrial products, the design, color, and quality of your labels play a key role in how your brand is perceived — and how well your product sells.
According to a Nielsen study, 64% of consumers try a new product simply because the packaging catches their eye. And nearly half of those who try it go on to become repeat buyers. That means your label design can directly impact sales performance, customer trust, and brand recognition.
So what makes an effective label — and how can you use it to strengthen your brand?
Great label design is strategic. It combines visual elements (like typography, color, shape, and layout) with psychological cues that communicate your brand values and product identity. When evaluating the design of a product label, there are several key components that work together to influence how your brand is perceived.
The typeface you choose can immediately suggest certain qualities about your brand. For instance, a luxury skincare company may choose elegant serif fonts to convey sophistication and heritage, while an energy drink might use bold, condensed sans-serif type to communicate strength, speed, and modernity. Typography should not only reflect the tone of your brand but also ensure that essential information is easy to read, especially on crowded store shelves.
Imagery and icons are equally important in communicating the nature of your product quickly and effectively. A well-chosen graphic can serve as a visual shorthand — for example, a chili pepper icon on a hot sauce label or a leafy sprig on an organic food product. These visuals help consumers make snap decisions and can reinforce product attributes without the need for lengthy descriptions.
A clean layout and thoughtful use of whitespace helps guide the consumer’s eye to the most important information — whether it’s the product name, ingredients, or a unique selling point. Effective use of whitespace also prevents your label from appearing cluttered, enhancing both aesthetic appeal and readability.
Together, these design elements form the foundation of a strong label that communicates your brand identity, builds trust, and encourages purchase — all within a few seconds of visual contact. Your label must also be functional — meeting FDA requirements, including key data like nutrition facts or safety warnings, and adhering to whatever shape or surface it’s applied to.
Color has a powerful psychological effect on buying decisions. In fact, a study by the University of Loyola, Maryland found that color increases brand recognition by up to 80%.
Different colors convey different emotions:
- Red suggests energy, excitement, and urgency (common in snack foods and beverages).
- Blue communicates trust, cleanliness, and professionalism (popular in health, wellness, and tech).
- Green evokes freshness, sustainability, and natural qualities (great for organic or eco-conscious products).
- Black and metallics suggest luxury and sophistication.
But beyond psychology, color accuracy matters too. A shade that looks great on screen might look dull or off-brand in print. That’s why working with a label printer like Elmark, who can match Pantone colors with precision, is key to consistency.
Your product’s label is one of the most tangible expressions of your brand. It’s what customers see on a store shelf, in a subscription box, or on an e-commerce site. And in many cases, it’s the only thing setting your product apart from a nearly identical competitor.
As Marty Neumeier puts it in The Brand Gap: “A brand is not what you say it is. It’s what they say it is.” Your label helps shape what they say.
Strong branding means using a consistent color palette, typography, logo treatment, and tone of voice across all packaging. It also means adapting your label design for multiple product SKUs while preserving brand unity.
For example, a specialty coffee roaster might keep the same layout and logo placement across blends but vary the background color or iconography to distinguish flavors.
Even the best-designed label falls flat if it’s poorly printed. That’s why it’s essential to partner with a printing company that not only understands the creative side of branding, but also delivers exceptional quality — on time, at scale, and on budget.
At Elmark Packaging, we’ve been helping companies elevate their product presentation for over 30 years. We specialize in custom label printing for food, beverage, health & beauty, industrial, and contract packaging brands.
Why choose Elmark?
- American-made quality: Printing in the USA gives you shorter lead times, reliable quality control, and a supply chain you can trust.
- Material and adhesive expertise: Whether you’re labeling glass jars, plastic bottles, shrink sleeves, or pouches, we help you choose the right material, finish, and adhesive for your application.
- Support beyond printing: Our team partners with you from concept to execution — offering guidance on label design, material selection, branding alignment, and regulatory compliance.
Your product label is more than just a sticker — it’s your first impression, your pitch, your personality, and your promise. When done right, it can boost consumer confidence, drive purchases, and tell a story customers want to be part of.
Elmark is here to help you tell that story — with custom label printing that brings your brand to life.
Ready to elevate your label design? Explore our capabilities at elmarkpkg.com/label-printing, or contact us to speak with a labeling expert.
