There is a huge debate and resultant confusion when it comes to private labels packaging. While a certain section wants to stick to the colorful attractive label designing that have evolved over the years, there is a strong support for going retro with the label designing and go back to softer and simpler colors. The gains and risks are equally distributed which makes decision making all the more difficult.
On one hand, you run the risk of looking generic and commonplace in the race of private label packaging strategies and on the other, you can’t play down the attraction of the retro simple look either. Standing at this vantage point, experts of the print industry have come up with the following 3packaging strategies for you:
1. Category Design Packaging Strategy
This designing strategy guides private retailers and manufacturers to stick to the national designing benchmark for all products in that category. A point to be noted is that this doesn’t necessarily have to be a government issued benchmark. It can also be an unofficially agreed level or a common perception that has arisen out of market research, or simply following the national leader in that category.
In this mode of packaging, the brands run the risk of not being able to be identified individually. Instead, they are identified by the category which they have designed for. Competence in product quality and other non-marketing features of the product will take precedence in this strategy.
2. Family Design Packaging Strategy
This designing strategy of private labels concentrates on the uniformity of identifying and designing the label over all categories. This strategy also promotes individual brand identity and brand visibility. It insists that you must concentrate on the uniformity of label designing over various categories that your company deals in. Self adhesive labels UK can help in increasing the popularity of private labels in such cases.
This promotes identification by existing customers and creates the sense of brand loyalty. For example, in case you have a customer who is satisfied with your product in one category, he can easily recognize your product in another category (thanks to the homogeneous label design). The only problem with the concept of family design packaging strategy is the fact that when it tries to market categories having an offering from a wide range of brands, it falls flat on its face.
3. Hybrid Design Packaging Strategy
This is a rather new entrant in the field of product packaging design strategy but has proved to be a worthwhile one with its immediate positive impact on the market. This strategy takes into account the best of both worlds (i.e. the category design strategy and the family design strategy) and combines them to eliminate the cons and emerge as a successful and powerful strategy.
The secret to success of this strategy lies in the fact that it uses the brand value of the manufacturer or seller and then emulates it over the categories where large choices are available. This way, the essence of the brand remains intact.
Now that you have gone through the 3 prevalent strategies in the market, deciding one for your product packaging shouldn’t be a herculean task any more.