In the competitive world of retail, every detail counts. While product quality is paramount, one of the most powerful levers you have to attract attention, build trust, and drive sales is your retail labelling. The label is often the first interaction a customer has with your product — the thing they see, read, touch. An eye-catching label from CDM Labels can turn a glance into a purchase, while a dull or confusing one can leave your product overlooked.
This post explores how to create retail labels that make your products pop, combining design, materials, regulation, and branding into a package that delivers.
Why retail labels matter
Before diving into how to create great labels, let’s look at why they are so important.
- First impressions count
Labels are often what customers judge first. A well-designed label signals professionalism, care, and quality. From shelf browsing in store aisles to product images online, labels draw eyes. - Brand identity & differentiation
With so many products competing, good labelling helps your brand stand out. Whether through logo, colour schemes, typography or shape, consistency in labelling builds recognition and helps consumers identify your products among many. - Informing and reassuring the customer
Beyond attracting attention, labels convey crucial information: what the product is, how it’s used, ingredients, safety instructions, origin, warranties, or other legal/regulatory data. Accurate, clear labelling builds trust. - Regulatory compliance & risk avoidance
Mislabelled or misleading labels can lead to legal trouble. Regulations may require specific warnings, ingredient listings, weight/volume declarations, allergens, recycling info and more. Understanding and adhering to relevant labelling laws is essential. - Perceived value & pricing power
High-quality materials, special finishes (foil, embossing, textured substrates) or clever design can make a product feel more premium. Consumers often infer quality from appearance; a premium label can justify higher pricing.
Key elements of effective, eye-catching labels
To make a label that works — that fulfils all the above — you need to consider several design, material, and production factors. Here are the major elements to focus on:
Element
What to Pay Attention to
Branding & Logo Prominence
The brand name or logo should be clearly visible. It should be one of the first things the eye is drawn to. Use consistent typography and colour palettes across your product line.
Colour & Visual Contrast
Strong contrast between text and background improves visibility and legibility. Colour choices should reflect your brand identity but also help the product stand out.
Simplicity & Clean Design
Less is often more. Avoid clutter. Essential information should be immediately visible, with secondary details less prominent. White space (or “negative space”) allows the design to breathe and helps focus attention.
Readability
Font choice and size matter. Sans-serif fonts are often easier to read at small sizes. Text should be legible even from a slight distance or small thumbnails (for online). Line spacing, kerning, and text contrast are vital.
Shape & Size
The shape of the label can help differentiate a product. Rounded corners, die-cuts, and non-standard shapes are good tools, but they must suit the product shape and packaging. Size must consider shelf visibility and space usage.
Materials & Finishes
The substrate (paper vs plastic, textured vs smooth, matt vs gloss) and finishing touches (foil, embossing, spot UV, varnish) all affect perception. Also think about durability (e.g. moisture, wear, fading).
Information Hierarchy
Which details are most important? Usually: product name, brand, key feature(s), regulatory info (if needed), usage, batch/expiry where applicable. Place these in order of visual prominence.
Regulatory & Legal Details
Depending on your product: allergen info, ingredients, weight/volume, safety warnings, batch number, barcode, origin, certification marks, and environmental claims. Always check UK / EU / region regulations.
Sustainability
Increasingly, consumers expect eco-friendly materials, recyclable/biodegradable substrates, minimal waste, and non-harmful inks. Using sustainable finishes or materials is more than a trend—it can be part of your brand’s promise.
Testing & Feedback
Before mass producing, get sample proofs. Check colours in real light, check how the label looks on the actual product, see how it performs under handling, check for legibility, and get consumer feedback. Mistakes caught early save cost later.
Design tips and trends to make your labels pop
In addition to the fundamentals above, here are design tips and emerging trends to help your product labels really stand out in the marketplace:
- Minimalist Maximalism
A style combining clean layouts (minimal text, open spaces) with one bold feature (colour block, striking graphic, unique logo placement) to attract attention while keeping readability high. - Unusual or Die-Cut Shapes
Shapes beyond the standard rectangle help products stand out visually. For example, a label shaped to mirror the product (a bottle, jar, or unique tool) can make a strong impact. - Textured & Tactile Finishes
Embossing, debossing, raised varnish, soft touch, foil, and metallic elements. These appeal to touch as well as sight, which in a store gives a sensory advantage. - Colour Psychology & Visual Cues
Use colours smartly for what they communicate: green for eco, blue for calm/trust, red for excitement or urgency. Also, visual cues like icons or symbols help communicate things quickly (e.g. cruelty-free, recyclable). - Smart Labels (QR codes, NFC, etc.)
Adding QR codes to your labels that link to care instructions, stories of origin, video, recipes etc. Not only enhances the customer experience but also helps deepen engagement. - Eco-Friendly Materials and Low Waste
Using materials that are recyclable or compostable; reducing wastage in label printing; avoiding heavy plastic where unnecessary; making sure adhesives are compatible with recycling streams. - Consistent Branding Across Ranges
Even if you have multiple product lines, ensure labels share visual consistency: fonts, core colours, and logo placement. That coherence builds brand recognition and customer trust. - Clear Barcodes & Regulatory Markings
Make sure barcodes are scannable; warnings or legal notices are clearly placed; expiry, batch etc. are legible. Don’t let compliance be an afterthought—bad labelling can delay or block sales.
The label design process: Step by step
Creating great labels isn’t just about design flair. It’s a process. Here’s a useful workflow to follow:
- Define Your Objectives
What role will the label play? Premium positioning? Budget option? Eco appeal? Target audience (age, values, habits)? Which retailers and channels (online, in-store, export)? This shapes everything. - Know Your Audience & Market Research
Investigate your customers: what appeals visually to them, which labels stand out in competitor ranges, and what packaging is common in your category. Also see what’s trending without copying too closely. - Specify Product & Packaging Constraints
Consider the shape, material and finish of your packaging. Is it glass, plastic, metal, or cardboard? Is it round, square, tall,or short? Will the label need to wrap, overlap a seam, resist moisture, grease, or sunlight? These constraints influence layout, material choice, and finish. - Create Initial Design Concepts
Sketch multiple label mock-ups exploring different layouts, colours, and shapes. Try bold vs understated. Try including or excluding certain embellishments. Variations help you see what works best. - Choose Materials & Finishes
Decide on label substrate (paper, plastic, kraft, etc.), texture, printing method (digital vs flexographic etc.), finishes like gloss, matt, spot UV, foiling. Also, adhesives depend on where the label will be applied (e.g. curved surfaces, cold or wet environments). - Legal / Regulatory Review
Identify what legislative or regulatory requirements exist for your product category: labelling laws, food and drink labelling, cosmetics, chemical safety etc. Ensure all compulsory information (ingredient lists, warnings, weight, batch, barcode etc.) are included and legible. - Prototype & Testing
Produce sample labels, apply to actual packaging, check appearance under different lighting and angles, test readability (distance, lighting, on-shelf), check how the label holds up in transport, cold, wet etc. Also, get feedback from potential customers or others (could be staff, focus groups, etc.). - Finalise Design & Print Production
Prepare print-ready artwork: correct resolution (usually 300 dpi or more), proper colour space (CMYK or spot colours), bleeds, trim marks, font embedding or outline, ensure graphics are high quality. Then choose a manufacturer that can deliver quality, consistency, and meet required timelines and volumes. - Quality Control & Adjustment
Once printed, check the first production run (proofs) to ensure colours, finishes, shape, and adhesion are correct. Monitor actual performance post-launch: do customers react well? Are there complaints about mislabelling? Is the label holding up? Be ready to tweak in future batches.
Common mistakes and how to avoid them
Some labelling mistakes are common, but avoidable. Here are pitfalls to watch for:
- Cluttered design: Trying to pack too much onto the label – too many fonts, no white space, overflowing graphics. Less is more.
- Poor contrast or small text: Text that blends into the background, is hard to read from the shelf, or by older eyes. Use strong contrast and a sufficient font size.
- Ignoring regulations: Failure to include required info or using misleading claims. This can lead to legal issues, recalls or reputational damage.
- Unfit materials or finishes: Labels peeling, smudging, fading or wearing off because of moisture, handling, packaging shape, or poor adhesive selection.
- Mismatch with packaging: Label shape, size or style that doesn’t suit the product container. E.g. too big, awkward curves, wrong orientation.
- Lack of consistency across product range: Different looks for similar products confuse customers and dilute brand identity.
- Skipping testing or feedback: Assuming what looks good in design will translate perfectly in real life leads to surprises: colour shifts, readability issues, unforeseen hand feel or gloss problems.
How to use labels strategically for marketing and brand growth
Beyond simply labelling the product, labels can be a powerful marketing and brand-building tool. Here’s how to leverage labels beyond the obvious:
- Limited Editions / Seasonal Labels: Special designs for holidays or events create urgency, collectability and buzz.
- Variants Differentiation: Use label difference (colour, shape, icon) to help customers immediately recognise flavour, size, formulation, etc.
- Storytelling: Use labels to tell your brand story – origin, manufacturing process, craftsmanship, or ethical credentials. Customers increasingly value transparency.
- Interactive Elements: QR codes and NFC tags can lead to content: videos, recipes, instructions, or even augmented reality experiences.
- Sustainability Messages: Use labels to highlight green credentials: recycled materials, carbon-neutral production, biodegradable packaging. These messages also show your brand values.
- Retail Channel Optimisation: For online sales, label visuals must work in thumbnails; for physical stores, labels must stand out on crowded shelves; for premium boutiques, labels must complement store décor and product display.
Putting it all together: What makes a label that truly stands out
When you combine the right design, material, regulatory compliance, testing, storytelling, and marketing, you get a label that not only looks good, but sells. Here’s a summary checklist to help you evaluate whether your labelling is doing its job:
- Does it grab attention at first glance?
- Is the branding clear and consistent?
- Is the product name / key feature instantly recognisable?
- Is the text legible in real-world conditions?
- Does the design align with your product category and audience?
- Are legal/regulatory requirements met clearly?
- Is the label durable under expected storage, handling, and environmental conditions?
- Do materials and finishes support the brand value (e.g. premium, sustainable, fun)?
- Has it been tested/prototyped?
- Is there scope for variants / future adaptations (seasonal, new lines etc.)?
Conclusion
An eye-catching label is far more than decoration: it’s a critical touchpoint that can influence purchasing decisions, build loyalty, reinforce brand values, and differentiate your product in a crowded market. By investing time in thoughtful label design, selecting quality materials, adhering to necessary regulations, and aligning design with your audience, you can elevate your product’s presentation and performance.
In today’s retail environment, where shoppers often make split-second decisions, your label can be the difference between being picked up… or being passed by.
