What is the best label color?
This is a complex question with conflicting research on all sides. Regardless, one thing is clear – the best label color is the one that reinforces your authentic brand. Your brand voice must be established first before a label color can be selected to bring that voice to the market. Check out this post about Your Authentic Brand and Clare Carver’s rules to build your brand here
Once the brand and the brand voice are solid, you can begin to work on the best label color.
Is it important? Yes!
According to Emerald Insight and others (full study here), people make up their minds about a product or person – including your beer, wine, soap – within 90 seconds. And, importantly for us, 62-90% of that initial reaction is based on color. That’s right – color! Having the best label color is critical.
Begin with the end in mind – what emotion are you trying to evoke? Happy? Angry? Fired up to Party? Each of these desired consumer reactions will require a different best label color. Yes – as always – it depends. If you know your intended reaction, and your brand voice, then finding the best label color is easy.
Specific examples of Best Label Color
Real Simple magazine has a great breakdown of 10 different colors and the reactions they evoke. Read the full article by clicking here. Here are a few examples, but read the full article for more detailed explanations.
- Black – the signature color of sophistication. Where do you want your brand positioned in the mind of your target consumer?
- Blue – everyone likes blue. It connotes trust and dependability. A blue logo can increase loyalty and feelings of security. Is this the reaction you want? Maybe this is your best label color?
- Burgundy – rich and refined. Think of full bodied, bold (expensive) wines. Luxury.
- Orange – fair and affordable are typical reactions from this color.
- Red – This may be your best label color is you want a hot, excited consumer, but red also means ‘stop’ or caution or danger to many people. Choose carefully.
There are five more great colors, and links to other research, in the full article link above.
Summary and Next Actions
Begin with your well defined brand image and voice. From there, layer on the reaction you want from your target consumer. From there, the best label color decision is much easier and logical. With all this data, you also need to add in a touch of your own flair and gut feeling. These are guidelines that are very helpful, but ultimately your decision is up to you. Make sure you are being consistent with your ultimate business goals – read this post for more information about brand alignment.
Still Stuck? Call us Today
We can help solve the best label color problem. We do it for many customers each year and we are happy to help you, too. With our new HP Indigo Press, printing great labels has never been easier. Cheers!