Without Effort, This is The Story Some Plants Tell
Either way, your plants and their labels tell a story. Good or bad. When you leave relinquish control over the creative design, you also lose control over what your customers will see.¬†
Without any effort, plants often look healthy, bright, and full of life. Customers pay attention to the type of plant, the colors, and the textures it offers. They’re picturing their landscape and considering where it will be the perfect fit. So, without effort, the story the plant tells is one of creating a cohesive look in the garden.¬†
The Bad and The Ugly
Other times, plants look neglected, an ill fitting option, or an unknown plant which requires too much research for purchase. As a result of the last point, the label and tag offers no information that makes growing the item seem simple. That’s likely ideal for the extremely difficult plants, but for the most part, a linked video tutorial creates simplicity, no?¬†
Various Stories To Tell
Trends rely heavily on story. They not only create visual story, but they allow shoppers to envision a story for themselves. One of relaxation, enjoying company, and taking in the smells, tastes, and textures of their garden. These are some of the exciting visualizations your customers will see, with a little push.
Zen Gardens and Mindful Spaces
Zen gardens and spaces designed for mental wellness offer a place to stop and take a breath of fresh air. This trend coincides with Pantone’s color of the year choices, which for the last two years have focussed on tranquility. Your shoppers don’t need to do yoga or meditate to take advantage. Even the calming nature of tending to a garden is enough to enjoy a zen space. Even bonsai and tabletop arrangements offer flexibility for those with indoor space only.
Indoor and Balcony Spaces
With metropolitan areas increasing in size and younger generations renting over buying homes, it’s likely that a lot of your customers only have indoor and/or balcony spaces to work with. As a result, it’s important for it to be clear how big the item grows, and whether or not it can survive indoors. Even imagery used on labels and tags tends to emphasize plants residing outside. So,¬†
Shoppers want active gardens full of life like buzzing bees and fluttering butterflies. As the bee population declines, it becomes even more important to people to stand behind and support positive change. They want spaces that create life, not destroy it.¬†
Moon gardens are spaces designed for nighttime enjoyment. It’s created through well light areas, flowers that bloom at night, or white glowing accents. During summertime, this extends the enjoyment of your customers yards, and plants. Plus, it seemingly extends days, letting shoppers get the most out of the season.
Hygge Spaces and Sensory Gardens
Another trend is to create comfy spaces that engage the senses. These spaces are inclusive for everyone of all ages, abilities, and preferences. It’s not just that someone has vegetable garden and a pollinator plant area. It’s that edible elements are mixed in with texturally interesting pathways, which also run alongside fragrant blooms.
How do you tell these stories?
The way you tell these stories is imperative. Not only is the display a visual representation of what customers could do in their garden, but so are the labels. These are some ways to elevate your labels to provide the most engaging experience.
Use Original Product Photography
Set the mood by creating visionary product photography. Show customers what the plant would look like in a zen garden or a moon garden. Even incorporate multiple images to highlight versatility of the product. High quality imagery is crucial too. Only use pictures with at least 300dpi (dots per inch).
Link customers to video tutorials on building a sensory garden. Or, share a blog post on the benefits of foodscaping. Even create a branded app to help customers design and shop for their spaces. Or, an app that keeps track of when to water. Something of that nature would be particularly helpful if it kept track of when it rains.
Emphasize inspirational elements of a label by adding innovative labeling techniques like foiling or embossing. When creating labels for a pollinator plant, incorporate graphics of bees and butterflies, then foil the wings and emboss the fuzzy bee’s body. This emphasis quickly and clearly communicates what the plant offers and helps customers envision the life it brings.
Extend Your Content Space
If there’s not enough space on your label to add more information, pictures, or links to further content, use a booklet style label. Now, there’s two extra panels to offer your customers more value. After all, nothing tells a story better than a book.
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