Lucy has a degree in graphic and web design from Alexandria Technical College in Alexandria, MN. In addition to being an experienced designer for traditional media, Lucy has been designing and developing websites since joining BLÜ and continually educates herself with new trends and techniques in the worlds of print and web design.

The Power of Labels and Packaging

Chick beer - label and packagingWhen I see a label it doesn’t just help me decide if I want that product or not, it also inspires me with how it was designed. The shape, color, texture, imagery, and paper all play a part. Take beer labels for example. When I go shopping or out to eat, if I don’t know the name of a beer, I will pick a beer with a label that I find attractive.

My beer tastes go from Guinness to Miller to Spotted Cow. I love looking at beer labels; they come in so many different shapes and sizes. They can have different textures that dare you to touch them and colors that make them jump off the shelf; textures that remind you of a sleek sports car and colors that bring to mind a day on the lake. It’s amazing what different paper and printing processes will do.

Recently my co-workers and I went out to lunch and I had the opportunity to try a beer I hadn’t heard of before – Chick. The name and label immediately caught my eye; black and pink, Curlz font, a little black dress on the bottle, and a black purse on the six-pack box. I’m not a big fan of the label. Maybe it’s because it is very girly and that wouldn’t be a word people use to describe me.

At first it was just the font. I’m always looking at fonts, regardless of where they are and I am not a fan of Curlz…at all. It’s a very childlike font and I was surprised to see it on a beer bottle. Add in the label and packaging and you get a beer that comes across as very frilly. I tried the beer anyway and sadly, not only was I unimpressed with the label and packaging, but how the beer tasted as well. I can handle and sometime enjoy light beer, but this was like drinking water. The label did say it was a 97 calorie beer with 3.5 carbs so I wasn’t that surprised.

You can see how a label and packaging influences a user’s thoughts and experience. It’s all about the colors, feel, fonts, etc. Those colors were chosen on purpose for the thoughts and emotions they represent for a specific audience. With that in mind, I should have known that even though I’m a “chick”, I probably wouldn’t have liked that beer. Lesson learned.

What drives you to try a new product based on the label or packaging? Do you judge a book (or bottle) by its cover?!