Including a plethora plant information as labeled knowledge may  seem helpful, but it could be harming your sales. New information claims that shoppers are looking for ease and simplicity at all levels. So, it’s important that horticulture label design establishes this mood.

According to a Greenhouse Grower article on the topic:

Consumers are researching online and looking for advice for a short project that fits their lifestyles…. The main dislikes about gardening are that it takes too much work, costs too much money, and takes up too much time.

 

First Things First, Labeled Knowledge Isn’t All Bad

Shoppers want do-it-yourself, or do-it-for-me style projects. So, they either want an afternoon task, or a combination ready to go. Often they anticipate installing and setting up items, but they don’t want to deal with the upkeep. However, gardening has been shows to be a healthy hobby, and mental wellness spaces are trending. So, there’s a disconnect here. 

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So, Here’s How to Organize Your Thoughts

Consider the impact your label copy, product photography, and graphics all have. Shoppers want relaxation but also don’t want to participate in this calming activity. They need to better understand the ways that gardening meets their needs, and get inspired by plants. Labels are one of the ways this message is communicated, so take advantage of the content space.

booklet-style / tri-panel labels
Booklet-Style Labels

One way to make sure you don’t overwhelm shoppers is by offering most of the information within the label. When a booklet-style label opens up to provide more information, the shopper isn’t turned off by too much information on the cover of the label. Plus, when customers open up the label to find out more about it, they’re more engaged with the product, and more likely to purchase it.  

This allows the cover of the label to offer focussed, consistent, and intriguing design. Since not all the information needs to go on one panel, it can truly add the most compelling imagery, graphics, and copy.  As a result, this allows growers to focus on offering more value and inspiration to their customers.

basil plant with labeling technology for added labeled knowledge

Labeling Technology

Link customers to limitless information using NFC (Near Field Communication), QR Codes, or even hashtags. This keeps the label design simple and focussed, while also sending shoppers straight to DIY projects, video tutorials, or relevant webpages. It doesn’t have to be complicated. A hashtag as simple as #YourBrandNameDIY links customers to your community’s DIY project tests. It inspires, but also educates them on what works and how to grow more effectively.

Monrovia label with foiling - innovative labeling techniques
Draw Gardeners’ Eyes to Where You Need it Using Labeling Techniques

Is your label bogged down with required information? Draw customers eyes to the beautiful design by using innovative labeling techniques. Now, when the foiling shines in the light, customers focus on the unique leaf motifs that create the calming, trendy vibe they’re looking for. Meeting their needs and communicating plant value points doesn’t always have to be aggressive. Sometimes it’s more of an emotional, subconscious association that does the trick.

Does Minimalism Go Too Far?

Minimalism is always a popular design technique. It focusses the eye right where the brand wants it to go. In this case, however, is it too far? If part of the problem is not having access to the impactful information, does minimalism actually solve the problem?

There needs to be a balance between the value information customers want, and good design. Again, ideas can be communicated through imagery and graphics. They create a subconscious association whether or not customers realize it. What imagery is already working double duty for you? That’s a fantastic place to start with eliminating redundant information.

Outside Factors Make an Impact

What information is on your label which can be communicated in other ways? Proximity is key, however. Don’t make shoppers search on and on to find what they need, but you also want a label they’ll get excited to look at.

Social Media Presence & Website

Use social media to create a community of people. When people share pictures of your plants in their landscape, share it. This then makes it more likely for customers to share similar photos. Also, use social media sites and your personal web pages to offer tutorials, webinars, or promote in-house educational sessions. The personal connection is imperative. So, if you have a new, personalized offering, also add a little bit of copy about it on your label. Get word out that you go above and beyond to offer shoppers added value. Not only does this set you apart from your competition, but you turn people into loyal shoppers, eager to get into gardening.

Tags, Merchandising, and In-Store Assistance

On top of the label on your packaging, how can tags, merchandizing and in-store assistance compliment the entire experience. First, if your product uses both tags and labels, make sure the information isn’t redundant. Let the tag cover all the required, overwhelming information, then use the label to offer a simple or inspirational take. Don’t let the merchandizing become too overwhelming either. Focus on a message and make sure store sections compliment each other. Similar photography and color schemes are key in creating a cohesive look. Teach employees what customers are looking for, and give them simple ways to get to the bottom of a shoppers’ concerns. 

Learn about the labeling and automation solutions that Label Gator offers. See how you can save time, money and even labor with The Complete Guide to Horticultural Labeling Automation e-book. Click here to download the guide.
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