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Choosing the Right Imagery for Your Product Labels: Tips for Effective Design

Apple visionary Steve Jobs once said, “Packaging can be theatre. It can create a story.” Imagery examples, such as minimal and bold like those on an Apple product, locally themed and intricate on a craft beer bottle label, or timeless and luxe like the embossed and foiled label on Godiva chocolates, serve as the lead narrator of your brand’s story.

How all-powerful is product label design? How can you level up your existing label with imagery and accents matching your mission and target customer? Let’s explore four key concepts for creating impactful brand imagery.

Beer Cans with Labels

1. The Value of Design and Imagery in Product Labels and Packaging

First Impressions Are Crucial

A product that is new to your customer will only get one shot at grabbing their attention. When your product sits on a physical shelf, the imagery on your label is your brand’s last expression and our customer’s first impression. Studies estimate that 60% of consumers decide in the first 30 seconds! How does imagery help your consumer decide?

Evoke Emotions

Imagery evokes emotions — one of the key catalysts for buying behavior. They influence our buying decisions, preferences, and attitudes toward your brand. According to the Harvard Business Review, “emotional motivators” give a better insight into a customer’s future value than any other metric (including brand awareness and customer satisfaction), making them a key driver of growth and profitability.

For example, Nike’s imagery of athletes pushing the limit can spark inspiration and motivation, while depictions of happy people can lend themselves to joy and nostalgia.

Your Label as Brand Narrator

Labels and the imagery you choose to create a visual narrative about your company will shape how your business is perceived. It is your brand’s story and intention in a nutshell, and it should align with your brand identity by bringing photography, illustration, or both together.

You Get One Shot — or 313 Milliseconds — at a First Impression

Your label should provide clarity and relevance. It should act as a key building block to trust building. A visually striking package can capture attention quickly, making it more likely that people will pick up your product out of curiosity and interest. That initial spark of attraction — which one study says can happen in as little as 313 milliseconds — is often the first step toward a purchase decision.

Catch the Attention of New Adaptors

Strong imagery allows your label to attract new customers unfamiliar with your brand. Impactful visuals allow your product to project itself on a shelf amongst a sea of competing items. This gets the attention of new adaptors, who will then go on to evaluate whether this product solves a problem or fulfills a want or need.

2. Eye-Catching Appeal: How to Use Imagery in Label and Packaging Design

Beer can with photography

Photography vs. Illustration

When should you use photography over illustration? Can you use both in a label design for your product? Real product photography works best for food, beverage, and beauty products where trust and authenticity are important. Illustrations are ideal for abstract or complex concepts — the kind of label where the consumer could look several times and still see different details. Adding illustrations to photography can help fill the gaps for any information the photo doesn’t project.

Beer can with typography

Typography as Imagery

Fonts and text placement are the unsung heroes of label design. Bold, creative fonts can become as much a part of the main visual as photography and illustration. Delicate fonts can message sophistication and elegance or become a decorative element. Fonts are also functional, guiding the customer’s eye to important information.

Visual Hierarchy

As we mentioned above, you may have less than a second to talk to a prospective customer. Organizing the label so that imagery, text, and key product information like features and benefits are easily scannable is key to getting your message across quickly and concisely.

beer cans with pattern on label

Textures and Patterns

Your label may be one-dimensional, but your design doesn’t have to be. Textures can convey a message with just as much impact as imagery. Adding a tactile touch through raised UV coating used in screen printing or embossing can give a luxurious feel.

Visual patterns in your design through debossing or foiling can complement imagery, enhance appeal, and create a sensory connection.

Complimentary colors on labels

Complementary Use of Color

Colors have a psychological impact on our buying. This feeling can trigger the emotions we touched on above. Color experts recommend these colors to enhance the impact of your imagery.

Green is associated with joy, tranquility, and nature.
White is calming and conveys a sense of cleanliness. It tends to make individuals feel safe.
Black is linked to stability and intelligence, sophistication and elegance.
Blue inspires creativity and joy; different shades encourage trust and dependability.
Orange signifies energy, appetite, and a sense of adventure.

3. Building Trust & Authenticity

Real Product Photography

The first step in gaining consumer trust? Using real product photography, especially in industries like food and beauty, where authenticity is critical. Customers are more consumer savvy than ever and can spot shortcuts, which can build distrust.

Authentic Representation

Building on using real product photos, you can ensure authentic representation by using photographic or illustrated imagery that realistically reflects what’s inside the package. Fool them once, and well — there might not be another time.

Honey storage container with custom lables

Transparency in Packaging

Discerning customers want to know where their money is going, and a window directly into the product can help! Consider transparent or partially clear packaging to show the actual product and establish trust through honest representation.

4. How Material Choices and Embellishments Can Make Imagery Stand Out

Give your customers a full sensory experience. Materials like the wide range offered by Blue Label Packaging are as important as the images on them. Glossy, matte, or textured labels give different qualities to the appearance of imagery, user experience, and overall impact.

Rye Whiskey bottle with custom label

Embossing, Debossing, and Foil Stamping

These are all excellent accent techniques to add to any product packaging design. They help draw attention to certain priority areas of a label, like the brand name and logo. Features like embossing and debossing can also add depth to the design. Shiny and reflective foil stamping enhances visual appeal by highlighting specific features, such as logos, text, images, and borders.

Let Blue Label Packaging Bring Your Imagery to Life

Well-thought imagery plays a big role in attracting new customers and significantly impacting profitability. What is the key to selecting the right imagery? It truly lies in understanding both your product and the style that aligns with your brand’s identity and also resonates with your target audience.

Remember — it’s not just about aesthetics and what’s trendy. Quite the opposite, it’s about standing apart from the rest and crafting a memorable visual narrative that resonates with your audience.

Blue Label Packaging can help you curate the perfect custom label that will best suit your imagery and user experience. Check out our designer directory, get a sample pack, or request a quote today!

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How to Translate Your Brand Identity into Packaging and Labels: A Step-by-Step Guide

While you might not judge a person based on one meeting, products often don’t get a second chance on a crowded shelf. Let’s face it — when it comes to shopping, customers all judge a book by its cover, or in this case, a product by its packaging. Studies say about 70% of consumers make snap decisions based on packaging alone — tough for your amazing product on the inside!

Let’s dive into the consumer psyche and how your packaging choices can help you connect to your ideal audience.

The Significance of Brand Identity in Packaging and Labeling

It’s not only your choice of color palette and the feel of a quality product label design that matters. Nearly two-thirds of shoppers feel more connected with brands that share their values, often thanks to clever packaging that tells a story. If a product’s packaging catches the consumer’s eye in the first few seconds, we are a whopping 81% more likely to toss it into our cart.

What is this magic that compels consumers to pick one product over another? One ingredient is a well-communicated brand identity.

What Is Brand Identity?

Author and branding guru Seth Godin once said, “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

Brand identity encompasses the visible elements of a brand, including its:

Name
Logo
Color palette
Typography
Imagery
Tone of voice

Together, they create a unique image in the consumer’s mind. These components work in harmony to convey the brand’s message and values.

Where Packaging and Labeling Meet Brand Identity

Packaging and labeling play a crucial role as the physical embodiment of a brand’s identity. They are often the first touchpoint a consumer has with a product, making them essential in creating lasting impressions.

Well-designed packaging not only attracts attention on the shelf but also communicates the brand’s essence, values, and intentions. Effective packaging can enhance a consumer’s experience, reflecting quality and care in the product within.

Once you’ve started growing a loyal fanbase, consistent design elements, packaging, and labels can reinforce brand recognition, fostering customer trust and loyalty.

Key Visual Elements of Brand Identity

When translating brand identity into packaging, several key visual elements must be considered:

Color: The choice of colors in packaging influences consumer perception and can evoke specific emotions. For example, blue often conveys trust and reliability, while green is associated with eco-friendliness and health.
Typography: The fonts selected for packaging should align with the brand’s personality and tone. Elegant script fonts might suggest luxury, while bold, sans-serif fonts can impart a modern, approachable feel.
Imagery: The visuals used, whether photographs, illustrations, or graphics, should resonate with the brand’s message and audience. They can enhance storytelling, making the product more relatable and memorable.

The Impact of Branding and Design on Profitability and Marketability

Branding and design are two of the biggest parts of your brand equity. They shape consumer perceptions and can significantly influence purchasing decisions. Here’s how they impact your bottom line:

Generates Organic Word of Mouth (WOM) Marketing: A strong brand identity attracts new customers and helps retain existing customers, leading to repeat purchases and valuable word-of-mouth promotion.
Accelerates Growth Through Recognition: Unique packaging and label design make your product memorable and easy to find—that’s what we call brand recognition.
Adds Perceived Value: Eye-catching design helps your product stand out, helping you justify your price point.
Simplifies Marketing Efforts: A clear and consistent brand across products and platforms makes sales and marketing easier.

Shopper Psychology: How Packaging Influences Consumer Perception

Packaging is far more than just a protective layer for products; it is the first touchpoint between consumers and your brand — and it turns out that most of the time, the average shopper doesn’t know they’re being judgemental.

Harvard Business School professor Gerald Zaltman highlights in his book How Customers Think: Essential Insights into the Mind of the Market that as much as 95% of the decisions customers make when purchasing occur within our subconscious mind.

The design, color, shape, and material of packaging can significantly affect consumer perceptions and buying decisions. Eye-catching packaging can evoke emotions and attract attention, driving impulse purchases and establishing a brand’s identity in a crowded marketplace. Packaging can signal quality and sustainability, influencing consumers’ choices in an increasingly eco-conscious market.

Woman shopping in a supermarket

Designing for Your Target Market

A deep understanding of their preferences, values, and lifestyles is essential to ensure that packaging resonates with your target audience. Here are some tips for creating effective packaging:

Research Demographics: Conduct market research to understand your audience’s characteristics, including age, gender, and interests.
Visual Elements: Use colors and graphics that appeal to your demographic. Younger consumers might prefer bold, playful designs, while older consumers may appreciate classic and understated elegance.
Functional Design: Consider the practical needs of your target market, such as ease of use, convenience, and portability, ensuring that your packaging meets their expectations.

How Types of Packaging Speak to Different Demographics

Packaging should speak to your brand’s key personas.

Eco-Friendly Packaging: Brands like Method and Haagen-Dazs have successfully adopted sustainable packaging that appeals to environmentally conscious consumers, reinforcing their commitment to sustainability.
Luxury Packaging: Companies like Chanel use elegant, minimalist designs to convey a sense of exclusivity and high quality, resonating with affluent clients seeking premium products.
Whimsical Packaging: Brands targeting families and children, like M&M’s, often employ vibrant colors and playful illustrations, making their products visually appealing to younger audiences and their parents alike.

How to Communicate Brand Identity Effectively to a Designer

Before you talk to the designer, you’ll need to get your ducks in a row. This means creating a clear common language to communicate with each other.

Define Your Brand’s Vision and Values: Outlining the core principles that drive your brand. What is its mission and vision? Articulate the values you want the brand to embody and the problem you want to solve with your product.
Identify Your Target Audience: purchasing behaviors. This information helps the designer understand whom they are designing for.
Choose a Tone and Voice: Describe the tone of communication that your brand will use — will it be playful, serious, modern, or nostalgic? This will guide the designer in selecting colors, typography, and styles that align with your brand personality.
Create a Brand Guide or Identity Brief: Your brand will include all the above plus examples of your buyer persona, logo use, brand colors, and fonts. (Pro tip: look at other industry-adjacent brand language and style guides to get a feel for what to include and then customize it to your brand’s voice and audience.)

What to Give to a Designer

It’s helpful to include a few extras along with the brand guide. Most experienced designers can seamlessly switch between brand aesthetics, but they tend to work better with visual references than only verbal ones.

Provide Visual Inspiration: Include mood boards, examples of competitor brands, or any visuals that resonate with your brand’s identity. This will help the designer visualize your expectations.

Outline Specific Requirements: Specify any essential elements or constraints in the design, such as logo usage, color palettes, and typography guidelines. Be clear about what must and must not be included.

Collaboration Strategies

These are some tips to keep the design process smooth. Really solid communication will save you time and money.

Be Clear and Concise: Use straightforward language and avoid jargon when discussing your brand identity. Ensure that all key points are easy to understand and direct.
Encourage Questions: Foster an open atmosphere by inviting the designer to ask questions for clarity. This helps prevent misunderstandings and aligns expectations.
Provide Context: Explain why certain elements are important to your brand. Sharing the reasoning behind your choices gives the designer a deeper understanding of your vision.
Regular Check-Ins: Schedule periodic meetings to discuss progress and address any concerns. This keeps everyone on the same page and allows for adjustments based on client feedback.
Constructive Feedback: Offer feedback that is specific and actionable. Instead of saying you don’t like a design, explain what aspects do not align with your vision and why.
Celebrate Milestones: Acknowledge completed phases in the design process to maintain motivation. Recognizing efforts helps build a positive working relationship and encourages designers to deliver their best work.

Choosing the Right Materials and Styles Based on Your Brand Identity

Material Selection

When selecting materials for your packaging, it’s crucial to consider how each option can align with and enhance your brand identity.

For instance, paper offers a classic, eco-friendly choice that can be tailored with various textures and finishes for a unique touch.

BOPP (Biaxially Oriented Polypropylene) is a versatile and durable material that works well for products requiring moisture protection while maintaining a clear design aesthetic.

Vinyl, known for its vibrant colors and flexibility, can convey a modern and durable impression, making it suitable for brands looking to stand out in a competitive market.

Style Considerations

Your packaging style should ultimately serve to reflect and elevate your brand’s identity and values.

A minimalist approach, like the one famously used by Apple, can communicate sophistication and modernity, appealing to consumers who value simplicity and elegance.

On the other hand, luxury packaging often employs high-quality materials and intricate designs to create an impression of exclusivity and prestige. The perfume industry does an excellent job using custom packaging and high-end label finishes to speak to a high-end buyer.

Eco-friendly packaging can resonate with environmentally conscious consumers, showcasing a commitment to sustainability. Lush is a great example, showcasing bold, eco-friendly packaging that aligns with their ethical stance.

The Importance of Brand Consistency Across Products and Product Lines

Keeping your brand consistent across all products and packaging is key to building consumer trust. When customers see a uniform brand experience, it boosts their recognition and makes them feel more connected to your products. This connection can lead to increased loyalty, as people tend to stick with brands they know well.

To achieve this, brands should create clear brand guidelines for visual elements like logos, colors, and typography and ensure that teams are trained on these standards.

Should you live and die by your brand guide? Not always. When launching new products or entering different markets, it’s vital to adjust your branding thoughtfully, maintaining your core identity while appealing to local tastes. By focusing on consistency, companies can grow while solidifying their presence in the market.

Blue Label Can Help Connect Your Brand to Your Packaging

Next time you’re designing labeling or packaging, remember that a little thought toward branding, materials, and intent can go a long way toward turning heads and creating a loyal customer base.

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Where Can I Find a Beer Label Designer?

Even a tasty beer can fail if nobody buys it. The craft beer market is growing rapidly, with global data company Nielsen citing that craft sales are up more than 65 percent in the past five years. If you want a nice slice of that multi-billion-dollar pie, you need to make sure your product stands out in a very competitive crowd.

Your beer label is going to be the first thing shoppers will see, so you need to attract their eyes before you can convince their taste buds to go on a second date. A professional beer label designer can create a label that not only sticks out on shelves, but also allows you to tell a story about the beer that you’ve carefully crafted.

Beer can with shrink sleeve

Do You Really Need a Professional Label Designer?

Even if you’re tempted to handle design in-house or try a DIY approach, working with a pro can really take your label to the next level. Professional label designers bring specialized expertise and a proven track record that often translates into higher quality and more effective packaging.

If you don’t believe us, consider these findings from Nielsen’s craft beer design audit:

70 percent of craft beer buyers decide which beer to buy right at the shelf
66 percent of American craft beer buyers say that a beer’s label and packaging are “very” or “extremely” important for getting noticed
60 percent say that a beer’s label and packaging are “very” or “extremely” important in convincing them to give it a try
71 percent of craft beer buyers say they like to try brands with bold and interesting packaging

That’s a lot of people judging a beer by its looks, which is why finding a designer who truly understands your product can be a game changer.

Getting It Right: Technical and Production Tips

Great design is important—but it’s equally important that your concept translates into the final product. Here’s what you need to know about the technical side:

Print Resolution & Color Models: Make sure your artwork is high resolution (at least 300 DPI, meaning it’s sharp enough for printing) and designed in the appropriate color mode—CMYK. This standard printing color model ensures that what you see on your screen matches what comes off the press.
Material & Finishing Options: Think about which paper or packaging material complements your design best. Options like matte, gloss, or textured finishes can really change the overall look and feel. Other options like foil stamping, embossing and debossing, and lamination can make parts of the label stand out.

Regulatory & Compliance Factors: Remember, your design needs to follow certain rules—like those in the Alcoholic Beverage Label Act, which spells out what info must appear on your label (health warnings, ingredient lists, alcohol content, etc.). Make sure your designer is aware so you don’t hit any snags during production.

Cans vs. Bottles: Label Design Considerations

When evaluating designers, keep in mind that cans and bottles each have unique design considerations:

Label Size and Shape: Bottles often require multiple labels, including front labels, back labels, and neck labels. Each label needs to communicate effectively on its own, but also fit together cohesively. Cans, on the other hand, typically use a single wrap-around label or shrink sleeve, meaning your design needs to work seamlessly from all angles.
Visibility and Shelf Presence: Cans offer a continuous canvas that can make bold, graphic-driven designs particularly effective. Bottle labels usually require a more segmented approach, balancing individual elements like logos, text, and mandatory information across multiple labels.
Neck Labels and Specialty Areas: Bottles frequently include neck labels, which can enhance brand recognition and premium feel. Ask your designer if they have experience leveraging these smaller labels to make your beer stand out.
Material and Finish Differences: Some label finishes and embellishments (such as embossing, foil stamping, or textured papers) might suit bottles better due to their shape and handling. Cans benefit from durable, moisture-resistant label materials and vibrant printing, as condensation and handling can affect how the design holds up over time.

Be sure to discuss your packaging format with your designer early, so your design can maximize its impact, no matter which route you choose.

Beer bottles

Your Pre-Production Checklist

Here’s a quick checklist to make sure everything’s in order before you print.

Artwork Quality: Ensure your artwork is at least 300 DPI (for clear, sharp images) and in CMYK (to guarantee accurate print colors).
Material Selection: Review material samples—whether it’s matte, gloss, or textured finishes—to decide which look best enhances your design.
Compliance Check: Double-check that your design follows the Alcoholic Beverage Label Act and that all mandatory info is included.
Printer Consultation: Meet with your printer to confirm that your design files and chosen materials will work during production.

How to Choose the Right Beer Label Designer

Before you hire a designer, it’s important to do your homework to find someone who’s the right fit for your brewery. Your beer is unique, and the market is more crowded than ever. Here’s how you can make the best choice:

Evaluate Their Portfolio: Look for designers with specific experience in the beer or beverage industry. Their portfolio should show creativity and a solid understanding of how designs work in the real world.
Ask the Right Questions: In your initial conversations, ask about their experience with print production, regulatory compliance, and how they capture your brand’s story.
Questions to Consider:
- What experience do you have with beverage labels?
- How do you ensure your designs meet regulatory standards?
- Can you share a case study where your design improved a brand’s sales?
Set Clear Expectations: Prepare a detailed brief that outlines your technical needs and creative vision. This minimizes misunderstandings and ensures the final product is exactly what you need.

Beer cans with labels

Consider Artwork Styles That Fit Your Brand

When reviewing a designer’s portfolio, pay close attention to their artwork style to ensure it aligns with your brand personality and your target audience. Consider the following elements:

Illustration vs. Photography: Does your beer brand lean toward playful and illustrated graphics or more refined photographic imagery? Choose a designer whose illustrative style consistently matches your intended vibe.
Typography Choices: Type plays a huge role in readability and personality. Look at whether the designer’s typographic choices—from bold, eye-catching fonts to subtle, minimalist lettering—match your brand’s tone and the impression you want to make.
Color Usage: Evaluate if the designer’s use of color resonates with your brewery’s identity. Bold, vibrant colors attract attention but may not align with every brand story, whereas muted or vintage palettes can convey tradition or craftsmanship.
Consistency and Flexibility: Consider whether their style can consistently carry through various product lines or seasonal beers while still offering enough flexibility to differentiate each brew.

Ready to Elevate Your Beer Label Design?

If you need a talented designer who can make your labels stand out while ensuring technical excellence and strategic impact, we’re here to help.

Over the years, we’ve worked with plenty of designers who excel at creating incredible designs and understanding the digital printing process inside and out. You can trust our national network of design experts to help your beer win hearts and shelves alike.

Check out our directory of approved beer label designers today. When your design is all set, drop us a line, and we’ll be happy to talk about digital printing options for your bottles or cans.

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From Screen to Product Packaging: How to Make Sure a Label Design will Work in Print

A great label design may look great on a screen, but it won’t mean much if it doesn’t look good in print. Fortunately, there are some steps that you can take to make sure that your design translates to print. Here are some important product packaging design considerations to keep in mind when creating a design for a product label.
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Designing Beer Labels: Other Design Considerations

Sizing and color selection are two critical parts of label design, but there are several other factors that can impact how you design beer bottle labels and beer can labels. Elements such as custom shapes, mandatory information, and label adhesives are all important to the success of a label. Here’s what you should consider about these features when you design your beer labels.
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Designing Beer Labels: Colors and Special Printing Capabilities

The right splash of color or an eye-catching feature can be the key to a successful beer label. Of course, the challenge for a designer is to try and figure out which colors or features make the most sense for the product. Whether you’re trying to decide on the right colors or a special printing capability, here’s what you need to consider.
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Designing Beer Labels: Sizing and Dimensions

A good beer label design needs a proper canvas. When it comes to beer bottle labels, that canvas only affords you a few square inches of space, so it’s crucial that you know what dimensions you’ll work with for your next masterpiece.

The overall beer label sizes and dimensions of your bottle or can label depends on a few key factors. Once you identify what you have to work with, you can create a canvas that will hold your new beer label design.
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