Historically speaking, we’ve compared different brands of canned food products, marshmallow crème and even body wash. Most of the compared brands vary between well-established and brand new. This week, we’re putting a microscope on two high-end product labels to slam the gavel on just what distinguishes a good label from a great label.
1. Does the label announce what’s inside the package?
Both labels clearly announce what’s in the bottle. Aveeno says it in all caps with “SUNBLOCK SPRAY” and Neutrogena puts it front and center while incorporating a main feature of the product, “DRY-TOUCH SUNBLOCK.”
There isn’t much room for speculation concerning what approach the label makers took when choosing the position and formatting of the words – both brands obviously have professionally designed labels by manufacturers who know that clearly stating the contents of the package is rule number one, so this one is a tie.
2. Does the label attract attention?
This rule is what separates the men from the boys in terms of quality labeling. The subtleties of label design really come into play here, so let’s examine both with a fine-tooth comb:
It is clear that both companies employ highly paid package designers, and both would be attractive to potential buyers. However, Neutrogena automatically grabs your attention, with its minimalistic design that features only words on a clean, light blue background. “SPF 30” jumps off the bottle in bold red and yellow, drawing the eye to the main purpose of this product – to protect with the power of SPF. While the Aveeno label positions this information just under “Sunblock Spray,” in larger font, it is far busier than the no-nonsense approach Neutrogena chose.
That’s one point for Neutrogena; can Aveeno catch up in the last category?….
3. Does the label instill confidence?
Both Aveeno and Neutrogena have been in the beauty biz long enough for the general population to be aware of them, and both have a spotless reputation for producing high quality skin care products. It’s no wonder both companies decided to venture into the business of sun protection.
While Neutrogena just barely edged out Aveeno in the attractiveness category, both companies have the clout to instill consumer confidence almost instantaneously. Sorry Aveeno, this one’s a draw.
When comparing two high quality cosmetic labels from companies with household names, we have to take our critiques to the next level in order to declare which brand reigns supreme. After closely examining both labels, Neutrogena wins with a fresh, minimalistic design that appeals to the clean beach images likely racing through a shopper’s head when searching for the best sun protection product.
I invite you to participate in the “Good Label, Bad Label” forum. We’ve all seen a bad label or twelve, so please feel free to send us some awesomely bad examples and your submission could be included in our series!
If you need a professionally designed label, call Blue Ribbon Tag & Label at 1-800-433-4974. We’ll get the job done.
