This article is all about product labelling, and how it can help producers and consumers.
The packaging of a product must appeal to customers, as well as helping identify the produce for producer, distributors or retailers. Almost all products require packaging of one kind or another, if only to help securely contain the product. But the packaging can also be a powerful selling tool.
Some products have several packages; the container itself, such as a bottle, an enclosed box for the protection of that bottle, and maybe a case or larger container to ship several of the same product in one. Each layer of packaging, especially those which are visible to customers before purchase, offer the producer an opportunity to communicate information about the product to consumers, at a critical time in their decision making process.
Protect the product
By better protecting the product, you are cutting down on wastage through breakage. Some items need decent packaging; perishable items like perfume, light bulbs or food. Packaging also protects the product when it is on the shelf, from theft, damage or tampering.
Promote product
The packaging and the messages contained within that packaging can complement or synergise with other promotional activities, for example to cement your brand as the healthy eating brand for the UK. It allows information about the product to be communicated to customers, such as benefits, why to buy and contact details.
Additional Value
Packaging and labels can also add value to the product. It can assist customers in dispensing of the product, or advise them as to the size of a recommended portion. It also offers consumer safety warnings, of hazards due to improper use or storage of dangerous substances.
Containers and packaging can also be re-used after the purchase. Film canisters might carry vitamins or aspirin, while boxes always come in handy. Packaging can also assure customers that the product is as it left the factory, and hasn’t been tampered with or made unhygienic upon delivery.
Retails products which tends to be purchased on an impulsive basis depend heavily on packaging to communicate information about the product. Music CDs, perfume, and computer games are examples of this.
Good product labelling is a promotional tool and of convenience value to consumer. Packaging can offer after-purchase value, or be used for unassociated purposes. Either way, it is worth spending the time getting it right, to ensure you are saying the right thing about your company and product.
Sauven Marking is a leading manufacturer and global supplier of bar code printers to the food, beverage, pharmaceutical, industrial and electronics industries.
