There is nothing like a beautiful wine bottle, a personalized peanut butter jar, or a holiday edition mascara tube to make a customer smile!

In a world where consumers are bombarded with countless choices, your product label has mere seconds to make an impression. 

So, how do you ensure it grabs attention and communicates your brand's message effectively? One way is by nailing the visual hierarchy of your product label. 

Here, we will uncover the strategies behind using visual hierarchy in label design to not only grab potential customers' attention but also leave a lasting impression.

For further tips on creating attractive labels, we’ve got bonus content for you, 

• How to Use Color Psychology in Label Design
• The Importance of Typography on Label Readability

What is visual hierarchy?

Would you be happy if your reading flow was interrupted by the unnecessary use of 2-3 fancy fonts on a label, causing crucial texts to be crammed together? Imagine trying to read a dietary supplement bottle label with a cursive font providing important usage information. No customer would be happy with that.

Here visual hierarchy can create wonders by providing a seamless experience for the viewer of your product’s label. It is a design principle that refers to the arrangement of design elements to guide the viewer's eye to the most important information first. It’s about controlling the order in which a viewer processes information. 

Visual hierarchy in label design

In label design, visual hierarchy helps ensure that the most critical information, such as the product name, brand, and key benefits, is seen first, followed by secondary details like ingredients and usage instructions.

Given the limited space on a label, it’s crucial to prioritize the information and arrange it in a way that’s both appealing and easy to read. Effective visual hierarchy ensures that the vital details stand out and that the label’s design aligns with the brand’s identity and message.

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Elements of visual hierarchy in label design

An effective visual hierarchy is created when you cleverly use each element included in it. From the size of your text to the spacing between elements, these design elements work together to create a structured and engaging experience for your consumer. Here are the elements you need to include while designing your product label.

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1. Size

Size is one of the most explicit ways to create a visual hierarchy. Larger elements naturally draw more attention, so using a larger font size for the product name or brand logo can ensure these elements are seen first. On the other hand, smaller text can be used for detailed information, such as ingredient lists or instructions. Depending on the size of the text, your eye moves around on a packaging label. 

2. Reading patterns

Most people read in two patterns: The F pattern and the Z pattern. For labels, designers usually follow the F-shaped pattern. 

What is an F-shaped pattern?

This is the most common reading pattern that’s followed when the reader scans through the text. This means that the most vital information should be positioned in the top left corner and along the top of the page.

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Understanding this natural reading pattern allows you to place the most important information in positions where it’s likely to be seen first. For example, placing the brand name at the top center of the label can make it the focal point of the design.

In contrast, Z-patterns are most often used when designing landing pages and product pages where the content is less dense.

3. Color and contrast

Colors can make your product stand out among others. Each color depicts something. For instance, if you take the Coca-Cola label, it’s red, and the color red stands for excitement, energy, and urgency. You can experiment with colors on your packaging label depending on your brand color or the flavor or feature of your product.

With colors, you can create contrast. It involves using differences in color, size, and style to make certain elements stand out. High contrast between text and background improves readability and ensures that key information is easily distinguishable. For example, a dark font on a light background or vice versa can make text pop and be more legible from a distance.

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Colors indeed catch the attention of the users but a minimalistic design can work with the same audience too! 

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Here are other ways to use colors to craft a visual hierarchy on your product label:

• Temperature: Color temperature refers to the warmth or coolness of a color, and it plays a crucial role in setting the mood of your design. Warm colors, like red, orange, and yellow, are energetic and inviting, drawing attention to key elements. Cool colors such as blue, green, and purple, often have a calming effect and can recede into the background, allowing other elements to stand out.

• Value: Value refers to the lightness or darkness of a color, which can affect the readability and emphasis of text and design elements. High-value contrasts, such as a light text on a dark background or vice versa, make information more readable and help certain elements stand out more prominently.

• Saturation: Saturation refers to the intensity or purity of a color. Highly saturated colors are vivid and bold, naturally drawing attention, while desaturated colors are more muted and subtle, allowing other elements to dominate.

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        Also read: How to Use Color Psychology in Label Design

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4. Text structure

Text structure refers to how text is organized and presented. Using headings, subheadings, and detailed body copy can break up the text and create a clear hierarchy. This helps in organizing information logically, making it easier for consumers to find what they’re looking for at a glance.

5. Font

Font choice and style can significantly influence visual hierarchy in label design. Using different font weights (bold, regular, light) or styles (serif vs. sans-serif) can create contrast and highlight specific pieces of information. For instance, a bold, sans-serif font can make the product name stand out, while a lighter, serif font might be used for descriptions or additional details.

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Also read: How to Identify Packaging Fonts with an Artwork Font Finder?

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6. Spacing

A white space in a label is a powerful tool for creating a visual hierarchy. Adequate spacing around key elements helps to separate them from other information, making them stand out more. It also prevents the label from looking cluttered, ensuring a clean and organized appearance.

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How to design an effective visual hierarchy in label design

As a designer, you’re in control of the reader’s flow of information. While designing a product label, ask yourselves these questions, 

• Where does the viewer’s eyes initially land (the focal point)?
• Following the focal point, where does the eye shift next? 
• Ultimately, where does the viewer’s eye end up reading?

To create an interesting visual hierarchy in label design, you focus on the key elements that are visually appealing but also functional. 

1. Simplicity is the key

When designing a visual hierarchy, your guiding mantra should be simplicity. Overloading your label with too many elements or design features can confuse the viewer and dilute your message. A simple design helps to bring attention to what matters most—whether it’s your product name, key benefits, or brand logo.

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How to apply:

• Limit the number of fonts, colors, and graphic elements to avoid a cluttered look.
• Focus on a clear and organized layout, where each element has a meaning.
• Use ample white space to give your design room to breathe and to highlight important information.

2. Clarity and conciseness

Clarity and conciseness are essential when creating a visual hierarchy. Your label should quickly communicate important information to ensure that consumers can grasp the key points at a glance. This involves not only choosing the right words but also presenting them visually.

How to apply:

• Use short, direct text for key messages like product names or benefits.
• Choose fonts that are easy to read, even from a distance.
• Organize information logically, using headings, subheadings, and bullet points to break up text and improve readability. A subtle text variation can make a huge difference!

3. Stay on-brand

Your visual hierarchy should be consistent with your brand identity. This ensures that your label not only communicates the necessary information but also supports your brand’s image and values. Every design choice—from color to typography—should align with your brand’s style and tone. For example, we can all quickly identify a Nutella jar on top of the shelf from a viewable distance.

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Also read: A Guide to Creating Your Unique Brand Color Palette

How to apply:

• Use your brand’s color palette and fonts consistently across all design elements.
• Incorporate brand elements, like logos or taglines, in a way that fits naturally into the visual hierarchy.
• Ensure that the overall design reflects your brand’s personality, whether it’s modern and sleek or classic and traditional.

4. Approval and review process

An effective visual hierarchy requires careful review and approval before it goes live. This process helps to catch any inconsistencies, errors, or elements that might detract from the design. Having multiple eyes on the design can provide valuable feedback and ensure that it meets all necessary standards.

How to apply:

• Develop a review process that involves key stakeholders, such as designers, marketers, and brand managers. To speed up matters, an AI-powered approval and review tool like Artwork Flow can streamline the process and reduce half the review time. 
• Use checklists to ensure that all elements of the visual hierarchy are consistent, on-brand, and clear.
• Encourage feedback and be open to making adjustments based on constructive criticism.

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5. Trial and error

Designing a visual hierarchy often involves experimentation. What works for one product or brand may not work for another, so it’s essential to test different approaches and be willing to make changes. Through trial and error, you can refine your design to achieve the best possible outcome.

How to apply:

• Create multiple design variations and compare them to see which one best communicates your key messages.
• Test your designs with focus groups using A/B testing or surveys to gather real-world feedback.
• Be prepared to iterate on your design, making tweaks and adjustments until the visual hierarchy is as effective as possible.

The end

Visual hierarchy in label design can significantly affect how consumers interact with your product. By weighing the arrangement, size, color, and typography of each design element, you can create a label that reaps excellent results. Remember, a well-designed label is not just about aesthetics—it’s about guiding your audience to the right information, in the right order, for maximum impact.

Artwork Flow is an AI-powered label management platform that helps you fast-track the label approval and review process ensuring the right version of your label complies with brand and regulatory guidelines before the launch stage. To learn more about how this tool can benefit your label design process, book a demo with us.

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