With the rise of Customer-Centric thinking in product, packaging and brand design, one of the greatest needs to be met is to simplify the complexity of life in the 21st Century by simplifying the task of making decisions.
Source: NeoMam Studios
The time has come for infographic labels that convey the ingredients, nutrition information, uses, instructions, sustainability and eco-friendliness in rapidly accessible, engaging and aesthetically pleasing ways. This is because:
- Our brains visually wire
- We all suffer from information overload
- They are more engaging
- More accessible
- More persuasive
- Easier to recall.
These are all things that packaging and branding strive for. These are all things that make a good label.
See the full infographic on the effectiveness of infographics here, and experience the increased engagement infographics have over traditional packaging.
In our recent post on Nutella’s new packaging, we noted that the labels resemble, and have some of the function of, infographics. In the previous week’s post about showing the ingredients on the package we noted that showing the raw ingredients in their relative amounts was, in essence, an “infographic” because it had the effect of simultaneously simplifying, and presenting more, information than the list of ingredients and nutrition information. Putting two and two together this began to look like a new trend. A trend that seemed so obvious at first that it sent us looking for examples.
Well, we found one post on Co.Design about the idea, which basically states that this is a trend that should be happening. And we found a few other examples of infographic labels, but not nearly as many as we were expecting. Here are some of them.
Source: Design Inspiration
The design on the milk carton above is a very cold one, and not that inviting, but it does demonstrate a certain functional and minimalist aesthetic, while conveying important information about the product in true infographic style.
The above is a much warmer design, though it is not really a food label. However it demonstrates the concept fairly well. It gives information about the relative benefits of buying local produce.
Source: Between Five Bells Wine
The above is an actual infographic label that is aesthetically pleasing and inviting, and does impart information that the customer would need or want to know about the origins of the wines in this blended wine. However, for all its hypnotically fluid shapes, it is still a rather complex diagram—very likely computer generated—and therefore does not fully serve the purpose an infographic should.
Ping Energy drink’s label gives some information about the contents in an elegant way.
Imagine your energy drink with an infographic about the type and relative amounts of stimulant, vitamins and sugar in it.
The wine label above definitely gives some useful and needed information, such as date, amount, alcohol content, and type of food it goes well with, however it is still more of an infographic aesthetic than anything else. It may not be all that appetizing, but it is engaging.
Source: Design Taxi
Reveal Winery had an infographic label designed to portray its sustainable and eco-friendly practices. As the wine bottle is emptied it portrays information about reduced water usage and carbon dioxide emissions in the growing and making of the wine, it is therefore also an example of active packaging.
Source: Big Steps
This is one of the apparently limited edition new Nutella labels with a very engaging, inviting and eye-catching infographic-style label. Though this doesn’t give any actual information about the ingredients or nutrition, it does give useful information on how to use the product, and engages the viewer by inviting them to try new things and think of their own new uses. It therefore has the engagement and simplifying aspect of an infographic, and is a very good design.
Now compare those to the standard list of ingredients and nutrition information as a textual list below. Which is more inviting to read? Which simplifies the process more? Which would engage and make customers more appreciative?
“There’s too many options and not enough time for shoppers to take all the factors into consideration. To make this easier, our brains rely on recognition of brands, colors, icons, associated emotions, and images, all of which ultimately reduce the cognitive load required to make a decision. Using these cues enables us to act quickly.” – Jami Oetting
The Point: This is an idea whose time has come. Especially if your product is for health conscious
people, eco-friendly, sustainable, or you are proud of your natural or Fair-Trade ingredients. Why not put that engaging, informative, eye-catching and memorable design on your labels? (And give us here at Butterflies & Hurricanes a call to help you out with it;-)