When your products sit on the shelf, they’re not alone. Surrounding them are dozens of other similar products—your label’s color goes a long way toward helping your goods stand out.
However, it’s important to note colors on a computer screen can look very different when they’re printed onto your labels. Let’s dive into some of the science of color and explore the factors you should know before printing color labels.
Understanding the Science of Color
Colors can tell a lot about your product, and ultimately, your brand. In fact, 85% of consumers identify color as a primary factor when purchasing an item.
Considering the average consumer takes 90 seconds to make a subconscious judgment, your label colors need to be effective. Before using a “hot color” let’s take a quick glance at color psychology and explore how your label design impacts consumers.
- Pink: In advertising, pink is seen as calming, loving and nurturing. Fun fact, studies show consumers feel that pastries taste better in pink boxes.
- Red: Red is associated with boldness and passion. It’s often used on colored label sheets to grab attention. Just think about how many times a bright red McDonald’s sign has caught your eye off the highway.
- Orange: Orange is often seen as either cautious or fun. Studies show children are more drawn to the color orange, just look at Fanta for an example.
- Yellow: Yellow often conveys joy or optimism. In advertising, window displays often use yellow to draw customers inside.
Four Tips to Correctly Print Colors on Your Labels
Before printing your new packaging, you’ll need to understand how label colors relate to each other. To put it into perspective, let’s take a step back to art class. More specifically, complementary and analogous colors.
As a quick refresher, complementary colors are directly opposite of each other on the color wheel. Analogous colors, however, are next to each other on the color wheel. Now, let’s get into a few helpful tips for choosing the right label colors:
Tip 1: Use Complementary Colors
As a general rule of thumb, complementary colors create the most contrast, thereby making elements “pop.” Just be sure to keep in mind that while it helps graphic elements or content, too much color can be overwhelming for consumers. As a helpful tip, don’t forget your “brand guidelines,” which are the standards you use to maintain consistency across all visual channels. To do this, ask yourself questions like:
- Does the label match our branding colors?
- Does our new label stand out from competition?
- What colors would catch more attention?
- What colors represent our product well?
Tip 2: Create Relaxed Visuals
Analogous colors help create relaxed visuals that flow together. Unlike complementary colors, which intend to stand out, analogous colors create a subdued feel and should blend together. Consider using them solely in the background, so the text is clear and readable off your label’s design.
Tip 3: Follow the “Rule of Threes”
The “rule of threes” is a term coined from studies conducted at Stanford University. Essentially, it states Americans are primed to see things in threes, as consumers believe that things that come in threes are funnier, more satisfying, or more effective than other numbers of things. So, if you’re planning on multiple colors, try to stick to just three.
Tip 4: Evaluate Label Material
Lastly, you’ll want to ensure the colors you choose print properly on your label. Several factors influence how well your label retains color, but none are as important as the material of the label itself. Paper, plastic, and shrink-sleeve labels all retain colors differently, so it’s’ crucial to find a material that works with your color scheme.
Additionally, you’ll want to evaluate where your product will be stored. If you have temperature-sensitive products, UL Labels are your best choice, as extreme temperatures won’t affect the visual qualities of your packaging.
USTL: Your Top Choice for Vibrant, Colorful Packaging
For nearly half a century, U.S. Tape & Label has provided full-service label printing and application solutions for companies across the nation. You can rest assured knowing our team of in-house engineers will deliver a label that grabs your customer’s attention by using cutting-edge technology.
We’ll collaborate with your production personnel to produce a label that fits the shape, size, and material of your product and enhances its shelf appeal with eye-catching visual elements and clarity.
Ready to take the next step? Good news, you’re in the right spot. Start a conversation with our experts, and let’s start creating new product labels your consumers are sure to love.
