Labeling is playing a larger role in packaging and brand identity than ever before. It’s all about connecting to the consumer, because today’s consumers want to be connected with their favorite brands. As such, the personal connection a consumer establishes with a brand must connect their values and aspirations, and labeling can be one means of doing so.
While creative labeling through colors, shapes, decorative foil or unique typography can help a brand pop off a shelf, they can also help communicate a brand’s story as it works to capture a consumer’s attention. And because nearly every consumer who walks into a store today is carrying a smartphone, a brand can use the label in new ways to develop a deeper relationship with that consumer.