What do customers want food packages to say, and to look like?
That is the question at the heart of effective label design and production. The art of package creation consists of balancing these consumer desires with legal requirements and the practicalities of products' shapes and sizes. Brands in the midst of redesigning their items' appearance – or are considering doing so soon – should stay in touch with prevailing trends in label preferences.
Customers Want It All
According to Retail Dive, there is a major challenge facing companies today: Consumers want too see a lot of different features in foods they purchase, and some of these priorities contradict one another. For instance, there is a great desire for transparency, and to learn every ingredient in foods. However, some of the ingredients being more prominently listed have technical-sounding names that can scare away health-conscious consumers. This means that it can be tricky to produce items that are healthy and taste good but still sport attractive labels.
Roger Clemens, the associate director at the USC School of Pharmacy regulatory sciences program, told Food Dive that the challenge comes from individuals searching ingredients on their smartphones instead of getting deeper information about the products they're buying and the potential nutritional benefits or problems. The one thing that's becoming clear is that clean labeling may begin in the kitchen – people value simple ingredient lists, so the recipes must meet those standards.
Watch Out for Confusion
When people are confused by the things they read on product labels, they lose trust in the brands responsible. World Bakers note that in the Label Insight Ingredient Confusion survey, 60 percent of respondents admitted they lose trust in brands when confused by an ingredient.
This shows the potential effectiveness of simplifying recipes, then using the ingredient lists as a form of marketing. Every package is required to list its ingredients, but some will work better than others when it comes to attracting shoppers. A brand that contains wholesome ingredients that aren't likely to cause confusion doesn't have to worry about driving away its audience, and can play up its nutritional traits.
Bringing Labeling In-House
When brands are interested in changing their approaches to labeling, they can employ in-house assets instead of outsourcing the printing process. When using an on-premises printer, these manufacturers can't settle for anything less than professional quality. This is one reason for brands to seek out effective assets such as the Afinia A801, available from our U.S. website or on our Canadian page.