Avery Dennison Label and Packaging Materials

Sunday, March 22, 2015

The life of a label-III

A close look into label creation and development

Booklet label for wine application



Part one of this series of articles referred to the general importance of labels and the second part picked up on the issue of the imperative, that the label design has to be a parallel creation when the package is being designed. The final deals with the converting process and how labels support the promotion and protection of brands.



The converting process
Creating a label is a designer’s job which requires passion and creative indulgence, but converting it to a label that will deliver the envisaged results of communicating with the consumer, is the job of a converter. If the designer has taken care of the converters capabilities and challenges, the result is close to being as desired. However if at the design stage the eventual converting process is not revisited, converting may become a nightmare and may call for more time and involvement to make changes in the design.
Let us consider a label that is not one of the regular shapes like a square, a rectangle or a circle. If it is like a star, a flower or an odd shape with sharp corners, it will be a challenge at the die-cutting stage and will greatly slowdown label conversion bringing up the cost of label production. In such a situation label dispensing may also become erratic. I am not suggesting that such shapes should not be considered, but if the product and its marketing warrant’s it and can support a higher conversion cost, it may even become a necessity to create such complex labels. Also when new products are created for a specific customer segment, the challenges in conversion speed sometimes have to take a back seat.
 Be very strong and bold in branding!
Labels are one part of the package that contributes to brand promotion. While the aesthetics and decoration of the label tempts the consumer, to impulsively lift the product off the shop shelf. It is the brand promotion in-built into the label that will bring customers back to make a repeat purchase. A product may have been created with lot of skill and effort and may also be the best buy for the discerning consumer. Its commercial success will depend not only on repeated purchases by the buyer but by his spreading the message by word-of-mouth to others about the product.



This article is a part of the three part series that was exclusively written by Harveer Sahni, Managing Director Weldon Celloplast Limited, New Delhi India for Narrow WebTech Germany. The article should not be used or published without the permission of Narrow WebTech Germany.

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