This week, we’re taking a sabbatical from good ol’ Good Label vs. Bad Label to acknowledge the special challenges facing label designers in regards to online marketing. When consumers shop online, they use their traditional store shopping experience as a frame of reference. Shopping online is intended to be more convenient, easy and enjoyable than getting dressed and driving to a physical store. In a world where a hand touch is replaced by a mouse click and three-dimensional packages are reduced to two-dimensional thumbnail images, label design must adapt accordingly.
While most websites attempt to mimic the in-store shopping experience as closely as possible, many still ignore the fundamental concept of presentation. Tailoring a professionally designed label to the environment in which it will be displayed makes a world of difference, particularly to a company’s bottom line. Despite the fact that product images must fit into a grid system on a site, the label must still meet our three criteria for quality label design: