Supplement packaging is an extremely important topic for supplement brands and supplement manufacturers. The right packaging can help you retain old customers, attract new customers, and help your brand stand out. The wrong packaging, on the other hand, could be a real turn-off for your customers, causing them to look elsewhere to fulfill their supplement needs.
Your supplement packaging should be a strategic decision, tailored to your target market and your unique objectives. If your market is older, you might consider special easy-open packaging options. If you’re selling gummies, you might consider transparent packaging. If you’re interested in expanding your market, you might consider single-use pill pouches, stick packs, or liquid shots to offer smaller samples that require less investment.
In this article, you’ll learn all about your supplement packaging options for various supplement formats, including key considerations for different markets and the general pros and cons of each type of packaging.
Supplement packaging for pills (capsules, tablets, and softgels)
Packaging options for pills generally include bottles or jars (made of plastic or glass), blister packs, and, a relatively new packaging option – pill pouches. When choosing packaging for pills, there are a couple of key points to consider.
First and foremost, you should consider the sensitivity of your pills. Could they withstand crashing around in a bottle or would the crashing cause them to break apart? Are they highly sensitive to oxygen or moisture? If your pills are sensitive, blister packaging may be your best option.
You should also consider how you intend for your target market to take your supplements. If your supplements are meant to be taken daily, blister packs can help your customers stay compliant. If you want to give out a small sample, pill pouches could be a good option.
Sustainability is also a major point to consider when choosing supplement packaging. Blister packs and pill pouches take up less space in a landfill, making both options more sustainable than plastic bottles.
Bottles for pills
Bottles look great on a shelf.
Plastic bottles are durable.
Plastic bottle production is generally quite cheap.
Bottles offer many options in terms of opening which you can choose based on your market.
Plastic bottles are less sustainable.
Glass bottles can break.
Bottles are not the best option for supplements that are highly sensitive to movement, oxygen or moisture.
Packaging options for powders usually include canisters, pouch packaging, and stick packs. Once again, each option has its own unique set of benefits and disadvantages.
As far as multiple-dose packaging is concerned (canisters vs. pouch packaging), canisters are the more durable option. They are less likely to puncture than pouches and also generally close easier, which is important for keeping many supplement powders fresh and long-lasting. That being said, pouches are more convenient to travel with and are also much more sustainable since they take up much less space in landfills.
For single-use powder packaging, stick packs are the way to go. Stick packs provide a way for you to offer samples of your powders to consumers and also serve as perfect impulse items.
Canisters for powders
Canisters are the most durable option.
They look great on a shelf.
They are generally easier to close, meaning powders stay fresher for longer.
There are many supplement packaging options for liquid supplements, including options for both single-dose and multiple-dose liquids.
For multiple-dose options, supplements brands can choose either bottles or liquid droppers. With bottles, consumers are typically instructed to swallow one or two tablespoons of the contents of the bottle. With liquid droppers, consumers are usually instructed to drop one or two drops of the liquid vitamin under their tongues.
Single-dose options include small shot bottles and squeeze packs. Both have certain advantages and disadvantages for consumers.
They’re convenient to store when buying more than one.
They’re convenient for travel.
Not everyone likes to drink through a squeeze bottle.
Supplement packaging for gummies
Gummies are a rising trend in the supplement industry. They’re easy to take, taste good, and are highly customizable in terms of shapes, colors, and flavors. In terms of packaging gummies, the most important thing to keep in mind is the advantage of transparent packaging. If you spent time creating fun shapes and enticing colors, you’ll want to show them off.
There are two primary types of supplement packaging for gummies – bottles and pouches. Bottles are the preferred type of packaging for gummies mostly for their durability, but pouches are also a great option. Pouches are great for selling small samples of your gummies. They’re also more convenient for travelers and make great impulse items.
They’re convenient to store when buying more than one.
They’re convenient for travel.
They’re not very durable.
Conclusions: Choosing supplement packaging
There is a lot to keep in mind when choosing supplement packaging, but with a little help, choosing packaging can be a fun and exciting process!
One of the best ways to ensure that you’re choosing the right packaging for your supplements is by choosing a supplement manufacturer that also handles your packaging and supplement label design. That way, you can get tips and advice from experts who not only understand packaging options but also understand the industry, your exact product, and the needs of your customers.
As a supplement brand, you can work tirelessly on manufacturing supplements that serve all of the needs of your target audience. The truth is, without an eye-catching supplement label design, your products may never make it off the shelf. Your supplement label design is absolutely crucial to selling your product.
Are you ready to design a label that resonates with your target audience and flies off the shelf? In this article, you’ll learn 12 + 1 effective tips and tricks to design a supplement label for your target audience.
1. Find inspiration in who your target audience wants to be
Every aspect of your supplement brand, including your supplement label design, should be inspired by your target audience. This concept may seem obvious enough, but here’s a special pointer:
If you want to see massive sales, you don’t want to design a label that resonates with who your target audience is. Rather, you want to design a label that resonates with who they want to be.
People don’t just buy supplements to improve their nutrition; they buy supplements to become better versions of themselves. If you can uncover who your target audience wants to be, you can design a label so that your customers feel like this person from the moment they purchase your product.
2. Find inspiration in other products your audience is buying
Another good idea is to check out other products (specifically, other brands) your target audience is buying and take notes on design elements of these products.
Say, for example, your target audience is upper class men in their twenties who want to improve their physical appearance. You might take a look at the label design of the hair products or shaving products these men buy. What do you notice about these labels? Do they use dark colors or light colors? Capital or lowercase? Serif or san serif font?
The best brands design their labels after researching their target market. You can get ahead of the game by researching your target market’s favorite brands instead.
You’re also going to want to research your direct competitions’ supplement label design. How are companies with similar supplement products and similar target markets designing their labels?
There are a couple of reasons why this is a good idea. First, you can use other brands as inspiration for your own (a similar concept to the one explained above). Secondly, even if you do use other brands as inspiration, you’re going to have to find a way to stand out.
Chances are, there are quite a few products out there already that are similar to the products you’re trying to sell and that also have a similar target market. That means, if someone from your target audience is looking for a product, they’ll have to decide between yours and other similar products out there.
That’s why, even if you do use other similar brands as inspiration for your own supplement label design, you still have to find a way to stand out. What will make consumers choose your product over the others they’re looking at?
4. Pay attention to color
Color is very important when it comes to supplement label design. First and foremost, colors are extremely powerful symbols of communication. Every color contains a hidden message and a hidden emotional charge. Secondly, most consumers will notice your color before noticing any other aspects of your design. That’s why it’s very important to choose your colors wisely.
Red is a color of power and action, but can also signify importance or danger. Light blue is representative of calmness and serenity, while dark blue is also a symbol of responsibility and trustworthiness. Purple signifies royalty, wealth, and luxury. Likewise, green can signify wealth but also symbolizes nature, new beginnings, luck, and abundance.
When choosing color for your supplement label design, ask yourself, “What colors will resonate with my target market and who they want to be? What colors best communicate what my brand is all about, including the best features and benefits of my brand?” Those are the colors you want to use.
Big, bold lettering, for example, symbolizes strength and power. This type of lettering could be a good choice if your brand specializes in building muscle. Thin, delicate lettering, on the other hand, represents sensitivity and care – a great option for skin care supplements. Rounded letters evoke a sense of juvenile comfort – perfect for kids vitamins. Italics represent movement, change, and speed – a good choice for athletes.
Font can be a great means of symbolic communication and a great way to make your brand stand out. Just be careful not to get too carried away with crazy fonts. At the end of the day, it has to be readable.
6. Play with a mood board
Your brand message and the emotions your brand evokes will, ultimately, result from the complete picture of your supplement label design. This includes your colors, typography, imagery, messaging, and so on. Once you think you know what kind of message you want to convey, what kind of emotions you want to evoke, and what colors, typography, and imagery you plan to use to do it, it’s a good idea to test this out using a mood board.
A mood board is a type of visual presentation (typically a collage consisting of images, texts, and other objects) that is used to convey a general idea or feeling about a particular topic (in this case, your brand). Here’s a more complete explanation.
Create your mood board using the colors, text, and imagery you were imagining for your brand, and then perform an experiment. Ask members of your target audience what they feel when they look at your mood board. Do they mention the emotions that you want your brand to evoke? Do they make your target audience feel like the person they want to be?
7. Focus on benefits, not features
Once you have a good idea of the design aspects of your supplement label design, it’s time to start thinking of your actual messaging. What will your box, bottle, or pouch say? How will you talk about what your supplement is and what it can actually do for your consumers?
At this point, there is one key rule to remember: Focus on benefits, not features. That is, don’t describe what your product is. Rather, describe what your product can do. This takes all of the guesswork out for consumers and makes it easier for them to jump to the conclusion to purchase. It also makes them feel more understood.
Here’s an easy example of what we mean: Say you decided to make extra small pills so they’re easier to swallow. The feature is that they’re extra small. The benefit is that they’re easy to swallow. You can even take it a step further and choose to describe the benefit of the benefit: “They never get stuck!” Include benefits or “benefits of benefits” in your supplement label design for powerful marketing messages.
According to multiple studies, people rely on emotions, rather than information, to make decisions. That is, emotional responses to marketing actually influence a person’s decision to buy a product more than the actual content of its ads or marketing materials. (This is another reason why it makes more sense to focus on benefits rather than features.)
There are a couple of reasons why emotional marketing works. Humans are emotional beings and relate better to emotional brand messages. As a result, we also remember how brands, marketing, and ads make us feel better than we remember what the product actually is or does. We’re also more likely to share content which makes us feel something, which translates to more brand awareness and more sales.
At this point, you might be wondering how to add emotion to your supplement label design. Color, typography, and imagery can help you evoke emotion (see above sections) but so can other marketing techniques. “Inspiring the impossible” is one of the best techniques to include in supplement label design in order to evoke emotion. The Red Bull Gives You Wings campaign is a great example of inspirational messaging that evokes a feeling – “I can do the impossible.”
9. Write for a third-grader
This is a copywriting trick that just about any brand could benefit from: Keep your language so simple that even a third-grader could understand. The technical term is plain English. It’s easy to assume that big words and complicated jargon could help your brand establish authority and demonstrate expertise, but the reality is big words and complex sentences will only confuse, frustrate, and offend your audience.
If you’re a supplement brand, for example, it’s safe to assume that most of your target audience doesn’t know many of the technical terms you would use to describe why your products work. So, in your supplement label design, skip the complicated jargon and get straight to the point.
If you do feel the need to explain more about how your products work, add a little booklet in your product box or send a description via email. Even via email or in the booklet, try to make these descriptions are simple as possible. Use small words, short sentences, few conjunctions, and a lot of transitions. Your audience will appreciate it.
10. Don’t go overboard
So far, we’ve talked a lot about creating a supplement label design that helps your brand stand out. While standing out is important, it’s also important not to go overboard on your design. You don’t want to include too much color, too many benefits, too much bold print, etc.
There are a couple of reasons why overdesigning is bad. First of all, too much talk diminishes the legitimacy of your product. If you add too many claims or benefits, consumers will start to wonder how many of them are actually true.
Secondly, too much design sends mixed brand messages. If you use all of the colors of the rainbow, for example, consumers won’t know what to feel.
And lastly, consumers don’t take the sum of benefits. Rather, they take the average. So, if one of your benefits is extremely powerful (let’s say a 10/10) and another one of your benefits is rather dull (a 2/10), consumers won’t rate your total benefits as a 12/10. Rather, they’ll rate you as a 6/10.
Bottom line? When it comes to supplement label design, less is often more.
11. Make it FDA compliant
This one is rather important. You must make sure your supplement labels are FDA compliant. The FDA has a long list of rules when it comes to supplement label design, including these five statements that must be included on your label:
The statement of identity (name of the dietary supplement)
The net quantity of contents statement (amount of the dietary supplement)
The nutrition labeling
The ingredient list
The name and place of business of the manufacturer, packer, or distributor
Please don’t mistake these five rules for the only rules. There are also rules regarding where to place each statement, font sizes, proper accepted wording, and more.
Last but not least is the question of your brand identity and unity. As a supplement brand, you may have many different kinds of products that appeal to slightly different target audiences. Maybe you focus on a wider variety of supplements like fitness supplements, beauty supplements, and brain health.
If so, you may be tempted to design each label differently to appeal to your various audiences. Don’t. It’s much more important for you to build brand awareness as a cohesive brand than to create supplement label designs for each of your target audiences. Instead, try to focus on what these different audiences might have in common and come up with one, unified idea about your audience. Not only will this help solidify your brand identity, but it will also lead to more sales per customer. At the end of the day, you want each member of your audience to buy multiple supplements from you, right?
That being said, you can modify the labels of different products slightly. The benefits you want to highlight for one product, for example, will likely be quite different than the benefits you want to highlight for another.
Extra tip: Work with a supplement manufacturer that also designs labels
In the competitive industry of dietary supplements, your supplement label design is extremely important. A great design can make your brand stand out from the rest. More importantly, the right design can help you appeal to your specific niche customer, ultimately leading to increased brand loyalty and sales. A poor design or a design that’s not FDA compliant, on the other hand, can mean serious trouble for your brand.
Generation Nutra has more than just experience designing labels for supplement brands. They also have an impressive track record of designing top-quality labels for some seriously successful companies.
Are you looking for a supplement manufacturer?
Here are some additional benefits of building your supplement brand with Generation Nutra:
Thousands of raw materials to choose from so you can create unique and personalized formulas.
Advice in terms of formulation.
Various packaging formats to choose from so you can customize your product.
A team of in-house graphic designers to help you design custom labels for your brand.
Advice and guidance to help you market and sell your product.