Labelling Solutions
“Price is what you pay, value is what you get”
Kingfisher Labels production director Karl Jackson talks about the importance of label quality
W
e are all consumers in today’s brand-saturated world, and we are all (perhaps subconsciously) continually looking for a bargain. Most people understand the difference between affordable and cheap; bargain hunting is an acquired skill and, in the same way that we look for great value in products and services when we shop in our private lives, print buyers are obviously putting that skill to good use in their business environments as well.
With labels, you get what you pay for. You may think the end of that last sentence sounds like it has been lifted from a well-used cliché. Well, you’d be right, but it is also 100% accurate and there are several factors to consider when trying to determine the difference between a quality affordable label product and cheap low- quality labelling.
Perhaps the most important thing to remember is that every single one of the people who buy your products will see your labels. Yes, your labels have a vital, dual role as they are both advertisements and salespeople for your products. They attract interest whilst at the same time imparting hugely important information. The labels on your products are constantly competing with your
competitors’ brands. You may be up against more established brands, with heritage going back centuries, but you can still compete. Consumers love the reassurance that household name brands give them but they are infinitely more interested in high quality and proper value for money. Therefore, labels and packaging are not the places to cut corners when considering the marketing of your product range. Attractive labels rely on professional designs turned into superb labelling by expert printers. We won’t launch into a masterclass on the technical aspects of printing the best quality labels here (that’s for another day!) but there are some very important, and pretty obvious, things to consider:
Does your supplier invest in top- notch printing presses and use the best supporting products, so you can be confident they will produce beautiful labels every time? Labels will appear very unprofessional if they have dull, muted colours coupled with low-quality paper, poor registration and difficult to read text. Does your supplier ensure their machine operators have extensive experience, lots of ability and are obsessed with attention to detail? Just like material quality, there can also be measurable differences in who is
actually physically responsible for producing your labels.
Does your supplier care sufficiently about the performance of your labels? How labels actually ‘last’ in the real world is just as important as how they look when coming off the printing presses. Are you investing in a supplier who cares as much about the durability and resilience of your labels as you do? Cheap, low-quality labels may fail with changes in their environment, such as heat and humidity, or cold and moisture. At Kingfisher, we are delighted that we have managed to continue our multi- million-pound investment programme during these most difficult times. And, this commitment includes another UK first for Edale and Kingfisher Labels.
The longstanding collaboration between Edale and Kingfisher Labels goes from strength to strength, as Kingfisher is confirmed as the very first UK customer to invest in the Edale FL1 Prime Press. The Prime Press is a high productivity, cost efficient, quality printing system. It is exceptionally quick to set-up and generates absolutely minimal waste. We are totally committed to our ambitious and progressive investment programme, so we are delighted to purchase another innovative machine from Edale to add to Kingfisher’s already formidable armoury. And, we are looking forward to its imminent installation. So, that was just some food for thought. At Kingfisher we know that label quality starts with commitment. Quality cannot be faked, and it does not happen overnight. Professionally-designed labels produced on state-of-the-art machinery by experienced and talented press operators will make your products stand out a mile on shelf and will attract consumers.
u
kingfisherlabels.co..uk
14
April 2021
convertermag.com
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