Labelling Solutions Building a brand
he appeal and attractiveness of a product plays a crucial part in the purchasing process; look no further than the cosmetics industry. Around 73% of purchasing decisions are made at the point of sale. Statistics show that even colour alone improves brand recognition by up to 80%. And it’s not just visuals. A survey of consumers in five European markets in 2021 discovered that 77% consider it important or very important that products are recyclable. Consumers frequently want the ability to peel off labels and dispose of them in an environmentally friendly way. Niche and craft brands, who are likely to use premium ingredients in their products, therefore need a premium label to match the product they’re offering.
T DESIGN FLEXIBILITY
The first port of call in building a lasting brand experience for the consumer is their initial impression when they see a product on the store shelf. Colour is key to this process. Many consumers are likely to spot a Coca Cola bottle or Cadbury’s chocolate bar purely from the red or purple packaging the product is contained in. To gain a competitive edge, small producers of craft brands should consider the colours used on their product to stand out among the crowd.
experience at the product level
By Rob Brown, head of European business development, professional printing at OKI Europe.
Print technology can facilitate flexibility in label design with 5 colour capabilities. Producers for example could explore the inclusion of coloured or metallised effect substrates, such as gold and silver, which may prove to be unique among rival company designs. However, the visual appeal of a craft brand product isn’t the be-all and end-all. Incorporating textured material, paper or synthetic film can be another way of communicating a premium-feel.
Label flexibility also opens up personalisation and customisation opportunities. Take the example of Toblerone introducing a personalised sleeve that can be removed from the standard packaging. Craft brands could apply this their labels and introduce a personalised design to match a consumer’s requirements or limited edition artwork for consumers to collect.
ETHICAL CONSIDERATIONS
Producers of craft brands want to communicate the importance of environmentally and skin friendly formulas to sustainability-conscious consumers. Craft brand Eugy ties its environmental ethos to support animal welfare and conservation organisations in with sustainable products. Its 3D models of animals are made from cardboard, printed with eco-friendly ink and is delivered with
non-toxic glue. It’s key that the outside label clearly tells the consumer about the ethical features of the product. For example, this could be achieved via printed white typeface on clear or coloured backgrounds to highlight any key messages. Waterproof labels that are robust and resistant to UV fading means that ethical copy can remain legible to consumers, for months after the product has been purchased.
It’s also critical that this approach is reflected in how the label is disposed of at the end of the product lifecycle. The beauty industry produces more than 120 billion units of packaging, of which 95% is thrown out after one use. However, McKinsey research reveals that sustainability is highly important for about 40% of European consumers, in the midst of increased demand for recycled, refurbished and reused products. Once a consumer is finished with the product, it’s important to consider whether the label can be easily recycled.
IN-HOUSE AND ON-DEMAND To buyers and professionals in the packaging and printing industries, bringing in colourful, customised and sustainable labels could be budgetary step too far, particularly in tough economic times. Print service providers may charge for a minimum volume of orders, leading to both wasted investment and wasted product. By bringing this print technology in-house, organisations can set up labelling jobs in minutes, with minimal training. Labels can also be printed in the exact quantity needed, preventing material wastage and adding another string to the sustainability bow. A minimum volume of a single label can also allow organisations to offer truly personalised and one-off designs.
The brand experience is much more than the initial first impression from the consumer. Small producers of craft brands need to bring premium labels into their offering to facilitate the end-to- end customer experience, from the moment the product departs the shelf to the time it is discarded. To make this a reality, in-house print technology provides the flexibility, design capabilities and cost efficiency that organisations need.
Xwww.oki.com
24
December 2022 / January 2023
www.convertermag.com
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