What Makes a Great Beer Label?
By Susan Ellison, Joint MD
OPM (Labels & Packaging) Group Ltd
We live in a visual society. Beer, is a
product that appeals principally to the
senses of smell and taste, however
it relies on its one purely visual
component—the label—to attract
consumers.
First and foremost, a label must meet
strict legal standards, the name must
appear, then details about alcohol content,
warning messages, and ingredients. After
that criteria is met, labels are all about the
messaging, stated and understated, that
the brewery wants to convey.
As a supplier of printed labels, I’m no
different to any other potential customer,
I stand in front of shelf of beer looking
for something that catches my attention.
A label that makes me want to grab the
bottle for a closer look. But as a printer
of labels, I have to study every millimetre
of a bottle’s label, front and back, for the
visual appeal, originality of decoration and
overall quality that the label represents.
THE SCIENCE PART ……… QUALITATIVE
DATA CONFIRM LABELS IMPACT
PURCHASE DECISIONS
The product label does attract consumer
attention and drive purchase intent,
according to a new study conducted by
Package InSight at Clemson University
and sponsored by a leading material
manufacturer.
getting. I won’t purchase another brand The vast majority of labels are adequate,
unless the packaging attracts me.” … some however fall into one of three
question: “The label catches my eye when I’m in categories—the good, the bad and the
HOW IMPORTANT IS THE LABEL DURING … “Very. There are so many options that
Participants were asked the following
YOUR PURCHASING DECISION AND
WHY?
Some of the responses follow.
the store so I’m more inclined to buy it.”
I tend to stick with my favourite type of
beer and labels that catch my eye or else
ugly. These are subjective impressions
and I, of course, don’t let the label impact
the initial evaluation of the beer!
I’m stuck looking there forever.” … “Very So what makes a label stand out, let’s
important because I know I’m guilty of start with ugly.
“Label can be the aesthetic quality that ‘judging a book by its cover.’ I either buy engages you to pick up or interact with beer that I’ve had and know is good or I Is the branding clear, is it printed well -
a product – definitely important.” … “It’s try something because it intrigues me.” … Are the images blurred? Is the label colour
very important to me – unless it’s a brand “Presentation is always important when mismatched to the rest of the packaging
that I’ve had before and I know what I’m trying new things.” across the range?
44 FDPP - www.fdpp.co.uk