Last March, Sherwin Williams wood care group (Kent, WA) decided to alleviate customer confusion regarding its Thompson’s WaterSeal line of stain. According to Mike Kozlowski, product manager for Thompson’s, consumers were having a hard time deciphering between product types.
Sherwin Williams turned to Spring Design Partners (New York NY) to make its label more descriptive. Consumer research indicated that customers wanted a label that would clearly communicate how the product can be used and for what surfaces while also describing the product features such as mildew resistance. The label’s hue changed from a white background to a warmer golden brown. Close-up photographs showing how the product can be used and for what types of surfaces replaced full-house illustrations. Also recommended surfaces/uses and the color descriptor were both made more prominent. The labels are offset-printed in either seven or eight colors depending on product type.