Labels :: How to Design a Quality Label

When we think of graphic design, logos, catalogues or websites probably come to mind first. Yet label design is just as important and in demand as these “better-known” disciplines. Think about it for a moment and you realise that labels and packaging are probably the most common graphic design in our homes, and the design we come across most in everyday life. Labels are everywhere: on cosmetics and cleaning products, clothing and footwear, drinks (wine, beer or juice bottles) and food (honey, jam or oil). So in this article we look at label design: what a label is, how to design a good one and what it should contain.

Let's start with a definition.

What is a label?

A label is a small piece of paper, fabric, plastic or other material that is attached to a product and carries information about it.

Label making and design process

1. Research

Many people skip this step, yet it is one of the most important and really should not be neglected. Good research is the key to a strong, successful design, which is why it is best to carry out two kinds of research.

First, research the product's target market: who will use it, how old they are, their gender, their interests and where they live (country, city). All of this is essential when choosing the kind of design that will represent the product. A label for a wine aimed at younger buyers is not the same as one for a wine aimed at an older audience, and designing a label for the Japanese market is not the same as designing one for Croatia. Design elements are used to attract particular groups of people, so it is important to know in advance who the product is for.

Next, research the competition. We want to avoid a design that resembles a competitor's, and we want the product to stand out next to theirs. Products often sit side by side on shop shelves, so the label has to be distinctive compared with competing products to catch the attention of potential buyers.

2. Client communication

Communicating with the client before the label is designed is one of the key parts of the process. As with a visual identity or a logo, the label should represent not only the product but also the company or people behind it. Talking to the client usually reveals features that are unique to them and their product, and this can be used to make the design more personal and help it stand out from the competition.

The client should also tell us whether there is a logo to be used in the design, and whether this is the only product or part of a range the design has to match. Designing a label for the first product in a range is not the same as designing one for an established, well-known brand with recognisable design elements that need to be carried over to the new label.

Once we have all the necessary information, we move on to the next step:

3. Dimensions and shape of the label

Not every label is the same size and shape. Some come in two or more parts (for example a front and back label, as on many beer, wine or oil bottles). It can also be a single, larger label applied to the packaging. Labels are most often rectangular (landscape or portrait), but some are other geometric or even irregular shapes. The dimensions and shape are adapted to the product's packaging.

Once the client has sent the packaging details, the designer agrees the exact dimensions and shape with them, and the design of the label itself can begin.

4. Hierarchy of information

The first step in label design is to arrange the information and design elements to fit the label's dimensions, with the right hierarchy of importance.

Labels are usually small, so the space for all the necessary information is limited. That is why the layout is so important.

Every label has to carry certain information. A good design highlights the most important items, such as the product name and description, the logo and the slogan. Less important items, such as nutritional values, ingredients and other information required by law, usually go on the least prominent part of the label (often the back of the product).

5. Visual and design elements, colours and fonts

Visual elements are the photographs or illustrations used in the design. They are a particularly powerful tool for creating a mood or evoking emotions in customers. The type of visuals depends on the product: familiar examples are photographs of vineyards or grapes on wine labels, striking illustrations on beer labels (such as Staročeško beer, decorated with illustrations of birds) or olives and olive groves on olive oil labels.

Colour and fonts

Choosing colours is a very important part of label design. The choice depends on the product, its target audience, the colours competitors use and what individual colours mean. Colours help the product stand out from the competition and attract buyers' attention, and they must suit the product's content and purpose.

Typography, or the choice of fonts, is just as important as colour. As we said, space on a label is limited, so we want fonts that are easy to read and noticeable but also suit the product being sold.

It is also important that the design matches the product's price. If a lower-priced product looks too expensive, it can put off a buyer looking for a bargain before they even check the price. The reverse is also true: if you have a premium, high-quality product, it has to look the part.

A common mistake in label design is trying to squeeze as much information, as many design elements and as many colours as possible into a small area. A harmonious design attracts more attention than one that is eye-catching but unclear. The goal is visual elements that are interesting and distinctive, colours that are harmonious and appropriate, and typography that is clear and legible. A label designed this way will do its job of catching buyers' attention.

6. Print and printers

The last part of the process is choosing the printing method and a printer that will produce the label to a high standard. Labels can be printed on paper that is then applied to the packaging, or printed directly on the packaging itself.

There are many printing methods, and many papers and materials a label can be printed on. Gloss, embossed, matt or metallic: the choice is made together by the client, the designer and the printer. A good printer will know which papers suit which materials and printing methods, and which combinations work best for a particular product.

What information is legally required on labels in Croatia?

As mentioned earlier, part of the label has to be reserved for information required by law. Product labelling in the Republic of Croatia is governed by the Consumer Protection Act, specifically Article 6, which in the version in force from 17 June 2026 (Official Gazette NN 19/22, 59/23, 59/26) states:

(1) Products offered to consumers in the territory of the Republic of Croatia must carry, on the packaging, a tag, a label or the product itself:

1. the basic characteristics of the product to the extent necessary for the consumer to make a purchasing decision, such as the product name, type and model, the name under which the product is sold, its composition, properties and technical characteristics
2. the name and registered office of the manufacturer.

(2) The information referred to in paragraph 1 of this Article must be clear, visible and legible, and written in the Croatian language and the Latin script, which does not exclude the simultaneous use of other languages, and may include signs and pictograms easily understood by the consumer.

(3) If written in several languages, the information referred to in paragraph 1 of this Article must be written in the same way.

(4) The provisions of this Article do not apply to products whose labelling is governed by a special regulation.

Some products, such as cosmetics and food, are subject to additional legal requirements, which you should also bear in mind and research further as needed. Food, for example, is also covered by Regulation (EU) No 1169/2011 on the provision of food information to consumers. Regulations change, so always check the version in force before you go to print.

Examples from our work

Here is how the steps described above look on labels we have designed:

• Casa del Sol – Istrian Teran and olive oil: in 2024 we designed labels for an extra virgin olive oil and an Istrian Teran wine: the oil label sets the gold Casa del Sol logo on black with gold lines, and the wine label comes in gold-and-black and gold-and-white versions.
• Shevchenko – honey: for a family honey farm from Ukraine we created the logo, label and packaging, and the path the bee flies in the logo is actually the owner's signature.
• Shevchenko – walnut and pumpkin seed oils: for the same family's first oils, in 2025, we designed a simple label with a white background, an image of pumpkin seeds or walnuts, the gold logo on a dark grey banner and gold details.

Conclusion

All the necessary information should be gathered before the label design and production process begins. The whole process is easier and faster if the designer has every element before starting work. Because space on a label is limited anyway, even the smallest change can mean reworking the entire layout, which makes the process longer and therefore more expensive. So before work starts, we recommend going through every element that will appear on the label in detail with your designer, so that nothing is left out.

We hope this has given you a clearer picture of label design and how labels are made. If you are planning a new label, our Label design page explains what the service includes and how we work.

Send us your packaging dimensions and the information that has to fit on the label via our contact form, and we will come back to you with a quote and a deadline.