When it comes to toothpaste we’re always looking for the few basics: strength, taste, whitening or non-whitening, mouthwash, etc. Everyone’s preferences for toothpaste are different and it’s important our toothpaste labels tell us what we want to know.
1. Does the label announce what’s inside the package?
Both Crest and Sensodyne pretty successfully announce the product they are marketing. Crest clearly says that it is toothpaste with Cool Mint flavor and includes extra whitening. Sensodyne, also, announces it is toothpaste, but for customers with more sensitive teeth and, it too, markets whitening on its labeling. Therefore, both labels equally provide what the consumer wants to know.
2. Does the label attract attention?
Crest’s label design and shining light behind the brand name visually pops out at you. It also creates separation by the arrow and white background to showcase the Extra Whitening and the Cool Mint flavoring with a toothpaste illustration. Sensodyne, on the other hand, because it is marketing a more sensitive-type toothpaste has a more settle approach to its label. It works for the brand because Sensodyne’s labeling focuses more on comfort and effectiveness. You can see the marketing importance differences between the two brands by what they showcase with more color, Crest being the “Extra Whitening” and Sensodyne being the “Maximum Strength with Fluoride”.
3. Does the label instill confidence?
Crest, being the Coca-Cola of toothpaste, is not only a very trusted household name but has impeccable design to its labeling. The label itself somewhat exemplifies fresh and cleanliness in its design. Sensodyne, too, being one of the first and only toothpastes to really tailor to the sensitive audience is also a trusted source. The label does not jump out at you as much, but does include more detailed information relating to strength that, to some, could be more important than a pretty design. Sensodyne also included a badge on its labeling that somewhat makes the toothpaste look more approved by dentist. Both designs equally instill a sense of confidence in its credibility but in very separate ways.
Deciding who won the battle of the labels is a tough choice because Sensodyne’s label is very informative and to the point, but Crest wins in that at first glance a costumer would probably reach for it first.
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!
Blue Ribbon Tag & Label offers a wide range of services and products, including food labels, pharmaceutical labels, cosmetic labels, veterinary labels and expanded text labels. If you need a professionally designed label, call us at 1-800-433-4974. We’ll get the job done.