Can You Pick Out the Good Label / Bad Label?
We’ve scrutinized and analyzed the labels of a wide array of products to date, but this week, we wanted to take a look at two products that are targeted specifically to men – two brands of “men’s” shampoos. Gender obviously plays a significant role in label design in general, but when products that are typically associated with females market themselves specifically to men, it’s a whole new ball game (hey, we can appreciate a cliché sports reference like any male-targeted advertising campaign!).
1. Does the label announce what’s inside the package?
Both labels seem to communicate the contents of the bottle equally as effectively. Both describe a shampoo that simply does what it’s meant to do – clean. Although marketers seem to feel that women prefer detailed descriptors and ornate designs, they seem to believe that men just want the black and white info about a given product. And they’re right. For this reason, our first qualifier for a quality label is a tie.
2. Does the label attract attention?
Again, we have to keep in mind that this particular product targets males. While we’re not psychology experts, it’s a generally accepted rule that men tend to prefer a clean, simple design with bold color contrasts. Both bottles are blue (naturally), with contrasting colors. Although the Axe label has an interesting design, Gillette keeps it simple with very clean, contrasting colors that are perhaps more likely to attract the male eye.
Most of us are familiar with the sometimes outrageous ad campaigns from Axe, and their cool, hip “I don’t care” attitude is reflected by the chosen descriptor “Just Clean.” We get it, they’re targeting the younger male who is going for the trendy ‘bed-head perfection’ look. Regardless, whether you’re male or female, “Deep Cleaning Shampoo” sounds a tad better than “Just Clean.” Point: Gillette.
3. Does the label instill confidence?
Both Gillette and Axe boast well established brand names, so as we’ve mentioned in previous blogs, this automatically boosts the level of consumer confidence in their respective products. However, Axe’s chosen marketing campaign, while keeping in mind they tend to target the younger male, is more risqué, and therefore, less professional. Gillette has a solid reputation for providing quality products, for both quality and efficacy. Both labels are no-nonsense in terms of instilling confidence by simply stating what’s in the bottle, but we’re giving this one to Gillette for their lack of low-brow advertising.
While it’s clear that both Axe and Gillette have professionally designed labels, this analysis took a little more digging to declare a victor. In this case, we simply couldn’t ignore the impact that each ad campaign had on consumer confidence, and we certainly had to take into account that these products are marketed specifically to men. Sometimes, you just can’t judge a bottle by its label alone.
At Blue Ribbon, we have an art department of talented artists proficient in the latest technology and graphic design equipment. We will listen to your vision and create a custom label that instills confidence, is clear, offers visually appeal and immediately grabs consumers’ attention.
Call Blue Ribbon Tag & Label at 1-800-433-4974 to learn about options available to you.