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Custom Label Design – A Few Tips From The Pros

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Never underestimate the value of being creative. Time and time again, we see small and medium businesses use the same graphics for literally all of their branding. Their reason being that consistency is the key to becoming recognizable. I think that many of these companies are missing out on creative and eye-grabbing opportunities that can be offered by changing things up a bit.

For example, your graphic may look perfect on one product, at a specific size and shape and it may be perfectly legible, conveying all of the pertinent information it needs to while grabbing your audience’s attention. It’s a winner.
Then – your intended use changes. Suddenly you need to make the graphic smaller or larger, change the label shape to fit on a new product of a different color so it can sit it on a shelf with a hundred other competing products. As a result that original design may not do the job so well.

Don’t panic! View it as an opportunity to get creative. Your corporate logo can stay the same; just consider reworking your supporting graphics, text, fonts and especially your layout to suit this new situation.

Know When To Say “No” To Fancy Effects

We see this mostly with young or new designers. It’s important to remember that not every graphic designer has had experience with print media. Many have knowledge limited to online graphics and web design. The two worlds have much in common but there are some very important practical differences.

Adobe Photoshop, Illustrator and other industry graphic tools are loaded with special effects that can easily wow a client. While these fancy effects cost nothing extra for a computer monitor to display, you may see much higher dollar figures as a result of them when it comes time to getting the image printed. As well, effects don’t always translate well onto a two-dimensional substrate. Remember, computer monitors are back lit, making things looks more 3D and colors display differently on every screen.

To be effective, a design should play to the strengths of the intended output – taking into consideration the technology, the substrates, inks and laminates available to the industry. More often than not, this is achieved by good design rather than fancy effects. Bottom line is, your designer should be able to bring you an awesome design that will print well and won’t break the bank.

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