There is way too much information out there. It’s complicating our lives, muddling decision-making, and causing many people to walk away from all the conflicting and confusing choices.

Labels that simplify the buying process will provide a customer service bonanza in 2023, slated to be the most overwhelming year yet. Buyers will appreciate clarity of choice and the ability to select one product convincingly from a variety of options.

Of course, with all the tasks heaped upon labels and packaging – branding, selling, explaining, and complying among them – the process of simplifying is much easier said than done. While the process requires substantial examination and careful consideration (in itself a complicated process that hopefully leads to that simplicity), here are guidelines to help move it along:

Stand out by being timeless vs. trendy. Popular established products have it relatively easy. Make the name and branding prominent to ensure prospects become buyers. But, what about new or less well-known products? Look at how to stand out using common sense. For example, 2023 labeling trends are calling for more, brighter colors.

One of the easiest and best ways to distinguish a product is to go mono-color with bold typeface, uncluttered appearance, and time-tested design. I learned this many years ago when I placed my black-and-white quarter-page ad on a page filled with colorful competitors. Of course, the viewer will gravitate to the different look. In many cases, a memorable and dramatic label presentation can feature foiling, embossing, and creative label materials in addition to ink selections and combinations.

State only ironclad, provable claims. Keep them short, sweet and sincere. Think about all the current food products that promote their “no sugar added” benefits. Many people interested in low/no sugar are seeking low carbs. Too many of these products are filled with carb-laden starches that technically don’t qualify as sugar but do the carb-wary consumer a nutritional injustice. Make a legitimate statement – if applicable – about reduced carbs, but don’t overplay the hand in an effort to gain competitive advantage.

Ever-savvier consumers will appreciate the candor in lieu of the hype. More than ever before, prospects research product claims and the latest nutritional findings before making a buying decision, along with scouring reviews and forums. Products that match up with claims gain that competitive advantage, while those that don’t often fall off the radar.

I went through this process when considering a very high-end, expensive olive oil purchase. While some of the claims initially withstood scrutiny, further research and feedback from the buying marketplace convinced me that this product was more hype than help, and I opted not to try it.

Translate science into simple language. Increasingly, industries from cannabis to health and nutraceutical products employ highly scientific processes to help ensure efficacy and safety. While these can be impressive and enlightening, it’s important to provide a simple, compelling “what’s in it for me” statement on labels and packaging. Including a QR code or Augmented Reality link to more detailed explanations helps those who want to drill down into more depth. Even those who don’t fully read the in-depth information will appreciate that it’s available if/when wanted.

Amalgamate selected legitimate reviews into a short, strong selling statement. Reviews are tricky and getting trickier. On such platforms as Google, there are now many companies that “review the reviews” before they get posted. Typically, these services capture reviews and weed out anything below four stars. What winds up on Google shows four and five stars only. So, yes, even Google reviews may not show a totally accurate picture. And sometimes, product manufacturers offer such incentives as discounts for favorable reviews.

Product manufacturers wanting to show total transparency can link to a variety of platforms to help gain a true, complete picture of the buying public’s sentiments. Comparing and contrasting can help consumers weed out discrepancies. For example, a manufacturer website showing extraordinarily high marks compared to more objective sites, like Trustpilot that show mixed reviews, may be a red flag to dig deeper for the truth before making a buying decision.

The label can say something simple like, “___average rating*” with a QR code or Augmented Reality link to show how the average was determined and cite the platforms referenced. Bear in mind that any company showing all perfect reviews based on opinions of more than several people should trigger suspicion. No one is perfect. Sharing less-than-stellar reviews along with great ones helps establish credibility – which then can build comfort with product quality, customer service, authenticity, and other important buying criteria.

Providing simplicity in everything from label development to guiding the buyer journey can make the sometimes overwhelming product selection process straightforward, clear, and comfortable. That, in turn, provides a substantial customer service benefit.

Mark Lusky is a marketing communications professional who has worked with Lightning Labels, an all-digital custom label printer in Denver, CO, USA, since 2008. Find Lightning Labels on Facebook for special offers and label printing news.