When customers find your cosmetics on store shelves or online, they notice the label and packaging first. That’s why you need to develop a label that speaks to customers and expresses your brand messaging effectively. Let’s look at why cosmetic labels matter and how to create successful packaging for them.
Why Beautiful Labels Matter for Cosmetics
When it comes to designing beauty product labels and packaging, branding has become crucial to distinguishing your products on the shelf or online. Cosmetics’ packaging and labels tell customers about the company that makes it. For example, a hand cream labeled with a thick, textured piece of paper could come across as luxurious or earthy, depending on the colors and designs printed on it. When your customers look at your product, they assess whether it fits with their personal styles and values. Many people use cosmetic products on a daily basis, and beauty customers have become known for their deeply felt brand loyalty.
If you want to become the go-to brand for people of all ages and make your mark in the cosmetic industry, you need quality products that they want to use paired with beautiful labels that make them want to pick up the product in the first place. The label materials make a bigger impact than you might think.
If you’re wondering how you can start building a brand, here are three steps to get some ideas flowing.
Apply Your Foundation
Creating cosmetics packaging is similar to trying out a new makeup look. Before you get into intricate designs and bright colors, you need to begin with a strong base layer on which to build the finer details. You may start with an idea of what it will look like, but you need to take careful steps to get the results you want. Start by asking these fundamental questions:
Who Is Your Ideal Customer?
Your ideal customer is the market you’re trying to attract. Do you want to appeal to middle-aged people or high school students? Their preferences and desires are likely quite different, so by first defining who your target customers are, you can start building a deeper awareness of how to grab your customers’ attention and give them what they want.
What Is Your Brand Personality?
Just like with people, your design choices need to cultivate a personality if you want your brand to be memorable. What image are you trying to portray as a brand? Do you want your brand to be fun, luxurious, or down to earth? The brand character you begin building will help you attract consumers who view themselves in a similar light.
How Are You Selling Your Products?
Are you planning to sell your products online, in store, or both? Design strategies can vary greatly depending on where and how you’re selling your products. You don’t need to be a label designer to create effective branding campaigns. Clarifying these questions from the beginning will help inform critical design choices later on.
Develop Your Packaging
Now that we’ve answered some of the basic questions, we can start diving into the subtler elements of design. These three aspects of design are the most important when it comes to building a recognizable cosmetics brand:
Style
Style tends to be heavily influenced by the brand personality you’re trying to portray. Are there any design elements that you absolutely want to incorporate into your custom labels? What shapes and sizes will best fit your products? Consider what materials you want to use, and what they say about your brand.
For example, brown paper packaging suggests a handcrafted cosmetic that uses natural ingredients. On the other hand, a foil-stamped label suggests a luxury cosmetic that uses high-end ingredients. Think about how every style element and material type affects the message you want to convey to customers.
Color
When selecting colors for your cosmetic labels, your choices need to:
- Match your brand personality
- Attract customers’ attention
- Stand out on the shelf
Assembling a color palette for your labels is similar to assembling a hot new eye shadow palette. You need to differentiate yourself from the competition while staying true to your brand. The most recognizable brands use color to set themselves apart because people notice color without having to think about it and because color often evokes specific emotions.
Think about what colors inspire you. Do you think those colors may resonate with your audience? If so, incorporate them into your labels and packaging. The colors that connect with you and your audience can boost brand awareness and your products’ shelf appeal.
Font
Although color can help attract a customer’s attention, font is what keeps their attention. That’s why you need to find a font that’s distinctive, aligns with your brand, and makes customers want to pick your product up from the shelf to read more. Don’t forget that font serves a practical purpose. Choose a font that is clear and easy to read, but still stands out when it appears on a store shelf or an e-commerce site.
What Cosmetics Labels Services Does U.S. Tape & Label Offer?
We offer a range of labeling services and solutions that help cosmetics labels stand out on store shelves. These services and solutions include:
- Shape-contour labeling
- Pressure-sensitive label manufacturing
- Raised lettering for a luxurious look and feel
- Flexible production options for your material choices
- Shrink-sleeve labeling
- Matte or glass printing
- Raised UV labeling
These label solutions and services provide the look and feel that you want for your products’ packaging. We customize them as needed to match your company’s brand personality and messaging.
Take Advantage of Our Expert Label Printing
When it comes to labels for beauty products and cosmetics, the possibilities are as vast as your imagination. No matter what type of package you’re using or the labeling you’re aiming for, we can handle it. The experts at U.S. Tape & Label are here to help you explore your packaging options and turn your ideas into high-quality labels that distinguish your brand from the others on the shelves and online.
