Horticultural necessity is non-debatable. We depend on plants. Not to be too dramatic, but living with or without plants is a matter of life or death. So, while that’s far too intense to include on a label, it’s still important to emphasize, not just plant value, but the impact. This topic is also explored in the fantastic Lawn & Garden Retailer article, Chore of Cherish by Stan Pohmer.

Horticultural Necessity is True in Various Ways

First, plants create the oxygen we need to breathe. They also clean the air of toxins. So, since creating zen garden spaces to get a breath of fresh air is trendy, make it a priority. Inside and out, customers benefit from clean air.

Plants also feed us. With bee populations deteriorating, this point is more important than ever. So, pollinator plants become important in the grand scheme of survival. The foodscaping trend helps make this conversation a relatable one.

For some, there’s also a spiritual aspect to mother nature. Again, mental wellness is becoming more and more closely tied to horticulture. Also, many find a constant thread of connection to nature to be an important part of their spiritual practice. While our survival doesn’t depend on it, it is still a fundamental reason why shoppers seek gardening.

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Create a Cohesive Campaign

Online offline implementation is important to communicating these ideas. Consider the ways these messages are conveyed through social media, in-store displays, your website, and of course, your labels. Altogether, the consistency means your shoppers are much more likely to see the message and take a moment to consider it. The age old marketing rule is that someone needs to see your message seven times before they really internalize it. So, what seven ways are you going to connect?

Something interactive like a hashtag is important too. Instead of just reading or seeing one perspective, a community is built. People can post their experiences, their gardens, and their successes. Better still, give them a reason to post by hosting a giveaway. For example, anyone who uses the hashtag #PlantsForYourBrandNameLife is automatically entered to win a tomato plant, or seeds for the new year.

Okay, so how do you include that on a label?

The horticultural necessity of plants is a lot to include on a small label. So, consider including mini factoids that get people thinking instead. Then, pair the information to a hashtag or link them, digitally, to something which goes into more detail. The topic has a lot to offer, but that’s still no reason not to include something on the packaging. A secondary label also provides an opportunity to discuss horticultural necessity without redesigning your current label.

Innovative Labeling Techniques Play a Role Also

As previously mentioned, it’s important to highlight what you can on the label, and then also provide a link to gather more information. Whether this information is curated or created, make sure it provides value. Something quick and easy to digest is ideal for the label, or for in-store displays, but a lengthy blog post on how plants impact our lives is a fantastic piece to link to. Or, create a video to discuss the topic on a more casual level where customers can come across it in their social media newsfeeds.

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Booklet-Style Labeling Expands Content Space

Keep your label design and add panels to expand your content space with a booklet-style label. This means you don’t have to change the design, but you also get to include information about the horticultural necessity for our lives. Consider taking a quote from your blog post and include a link to it on one of the inside panels. Another plus about this technique is that it entices customers to pick up your project and engage with it, which increases their chance of making a purchase.

Labeling Technology Shares Useful Content

As mentioned, link customers to digital content right there on the label. This is easily done through hashtags, simple urls, QR codes, and even NFC (Near Field Communication) or RFID (Radio Frequency Identification). So, these solutions mean shoppers can access more information right there in-store, or bring the plant home and investigate further there. Not only does this bring value to customers in better understanding the industry, but in return, they’ll value your brand as an industry expert. So, they’ll be far more likely to build a relationship with your brand and make return purchases, either online or in-store.

Emphasize Details With Foiling

When using simple graphics, or lines of copy to display your message, consider making it glimmer in the light. Not only will it catch customers’ attention while they walk by, but it will also draw shoppers’ attention when they pick the product up.  It also engages the subconscious associations through the haptic elements. So, when customers pick up the item, it reminds them of something shiny, pretty, and positive in their life, which as a result, makes them like the product all the more. It’s a simple way to not only attract customers, but make them like the plant more.

Learn about the labeling and automation solutions that Label Gator offers. See how you can save time, money and labor with our Product Guide. Click here to download the guide.

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