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Packaging Essentials by Sarah Roncarelli, Candace Ellicott

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DESIGN CONSIDERATIONS: LABELS22 Designing a Label

The average shopper spends five to seven seconds scanning a label on the shelf. To ensure that the label is read, the designer must consider the package’s competition. A different and unfamiliar label invites customers to pick up the product. If competitors’ products have colorful and glossy labels, a subtle or subdued look will stand out on the supermarket shelf.

Eyeball-tracking studies have shown that key messages should be clustered in two or three benefit words or phrases on a label. These statements should be placed down and to the right on the main visual as this position follows the natural reading pattern of audiences.

The designer should do his or her homework and stroll the aisles of ...

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