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The Fine Art of Label Design If you’re thinking about using a favorite painting, drawing, or photograph in your next product label design, here are tips from a design pro to maximize the effectiveness of the finished label: 1. R egardless of whether the Art is a painting or photograph, there must be sufficient areas of the image where typography can be placed. Remember, the entire label is a combination of the imagery and the wording. Don’t think of the imagery by itself, but rather how well it works with the wording to convey your intended message. 2. I f the Art is a painting on canvas or an illustration/photograph on paper the Art needs to either be scanned directly or photographed (avoid harsh lighting and glare) and converted into a digital file. Be careful the resolution is compatible with the output device, whether a digital printing machine or an offset lithography press (depends on quantity and budget). 3. Speaking of budget, are you doing this yourself or will you be working with a graphic designer or a design firm? Pros usually
know all the steps and little details along the way to help you avoid the pitfalls. Working with a designer is usually worth the added cost because most times you’ll get a better outcome than trying to do it all yourself. But you can keep the budget down by doing a lot of the legwork yourself. Bring some sketches of your label design to show the designer your rough ideas. Then they’ll show you additional refinements and even ideas you may not have thought about. Always remember to keep refining the details until it’s right. Don’t just go with your first idea out of the gate. It’s a process. 4. It’s also important to do the research. Go online, shop at local stores, and read industry trade magazine to look at similar product label designs and see which ones you think look the best. There are also design books and organiza-
tions that hold annual competitions for “Best Label Design” and “Best Craft Beer Branding Design”. Familiarize yourself with what’s considered to be the best in your field, then develop your label that reflects the intended level of quality and competence you’re looking for your brand. 5. Typography is equally important as the imagery on your label. What you say and how you say it is as important (and perhaps even more important!) than the Art that accompanies it. Font selection and quality, together with additional and required text, must be refined, revised, honed, and checked until it is the best you can make it. Keep refining and making changes until you get it right. It all takes time, effort, and elbow grease. But the more you put in, the more it comes out and shows in the quality of the finished product.
Gil Roessner is a leading marketing communications graphic designer and creative director with a long track record of award-winning creativity in the design and production of print, video and online media projects - from concept through completion. To see a full range of projects and services, please visit: http://www.roessner.net
At Godard tasting events, his actual label artwork is prominently displayed throughout the tasting area in a 24-inch wide x 41-inch tall size. To put it in perspective, Godard's spirit labels have 26.25 square inches of viewing area, while the tasting room exhibit art pieces had 984 square inches of viewing area or 37.5 times great size than the 750ml bottle label. (Godard's 1.5L bottles have 50 square inches of viewing area) The result: The Godard craft spirit tasting-art exhibitions gave Godard's fans a full sensory
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CRAFT BRAND AND MARKETING
JANUARY/FEBRUARY 2018
CBAM-MAG.COM