• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Labels & Packaging
    • Markets
    • Technology
    • Equipment
    • Supplies
    • Buyers' Guide
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Exclusives
  • Labels & Packaging
  • Markets
  • Technology
  • Equipment
  • Supplies
  • Buyers' Guide
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Editorial
    Columns
    Digital Edition
    eNewsletter Archive
    Our Team
    Subscribe Now
    Advertise Now
    Top Features
    Developments in China

    Label Design Software

    Flexo Presses

    Narrow Web Profile: Diversified Labeling Solutions

    Sponsored Feature: LemuGroup innovates to address industry challenges
    Breaking News
    Converter News
    European Label News
    Industry News
    Industry People
    M&A News
    New Products
    Expert's Opinion
    Live From Shows
    Top News
    Two from Sun Chemical honored with NAPIM Pioneer Awards

    Loftware secures significant growth equity investment

    Avery Dennison’s atma.io adds new ChatGPT and AI features

    Reproflex3 wins regional business award

    Avery Dennison expands AD Procerta label testing service
    Blog
    Video Bites
    Beauty & Personal Care Labels
    Beer Labels
    Beverage Labels
    Flexible Packaging
    Folding Carton
    Food Labels
    Glue-Applied
    In-Mold
    Industrial Labels
    Medical Labels
    Pharmaceutical Labels
    Pressure Sensitive
    Prime Labels
    Promotional Labels
    Security Labels
    Shrink
    Smart Labels
    Specialty Labels
    Spirits Labels
    Wine Labels

    Avery Dennison expands AD Procerta label testing service

    USPS releases Art of the Skateboard stamps

    HP debuts HP Indigo 200K digital press

    Meyers announces new Function47 division

    Jones Healthcare invests in Gallus Labelmaster from Heidelberg
    Africa
    Asia
    Australia
    China
    Europe
    India
    Latin America
    Middle East
    North America

    Networking, education highlight AWA Release Liner Conference

    Reproflex3 wins regional business award

    Industrias Omega adds Durst Tau RSC E

    Maxcess names Tecnocut sales agent in Iberia

    Avery Dennison promotes liner recycling initiatives
    Flexography
    Digital Printing
    Prepress
    Finishing
    Sustainability

    INX International Ink Co. drives sustainability with washable inks

    AWA announces first International Linerless Label Conference

    Industrias Omega adds Durst Tau RSC E

    Ahlstrom publishes 2022 sustainability report

    INFOFLEX 2023 to feature 20+ press manufacturers
    Digital Printers & Presses
    Flexo Presses
    Label Converting Equipment
    Label Finishing Equipment
    Prepress Equipment

    Industrias Omega adds Durst Tau RSC E

    INFOFLEX 2023 to feature 20+ press manufacturers

    CORLABEL invests in HP and a second GM finishing machine

    Brook + Whittle to install first HP Indigo V12 digital press in US

    Spotlight on Vetaphone lab technician Huifang Pan
    Dies And Tooling
    Flexo Supplies
    Ink & Coatings
    Prepress Supplies
    Pressrooom Supplies
    Substrates

    Two from Sun Chemical honored with NAPIM Pioneer Awards

    Avery Dennison expands AD Procerta label testing service

    INX International Ink Co. drives sustainability with washable inks

    AWA announces first International Linerless Label Conference

    Apex partners with MicroDynamics for anilox quality control
    All Companies
    Categories
    Company Profiles
    Label Converters
    Trade Associations
    Add New Company
    International Buyers Guide Companies
    Delta ModTech

    Martin Automatic Inc.

    Corotec Corporation

    Meech International

    Wilson Manufacturing
    Industry Events
    Webinars
    Live from Show Events
    • Magazine
      • Current & Past Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Company Profiles
      • Label Converters
      • Trade Associations
      • Add Your Company
    • Labels & Packaging
      • Beauty & Personal Care Labels
      • Beer Labels
      • Beverage Labels
      • Flexible Packaging
      • Folding Carton
      • Food Labels
      • Glue-Applied
      • In-Mold
      • Industrial Labels
      • Medical Labels
      • Pharmaceuticals Labels
      • Pressure Sensitive
      • Prime Labels
      • Promotional Labels
      • Security Labels
      • Shrink
      • Smart Labels
      • Speciality Labels
      • Spirits Labels
      • Wine Tables
    • Markets
      • Africa
      • Asia
      • Australia
      • China
      • Europe
      • India
      • Latin America
      • Middle East
      • North America
    • Equipment
      • Digital Printers & Presses
      • Flexo Presses
      • Label Converting Equipment
      • Label Fishing Equipment
    • Supplies
      • Dies And Tooling
      • Flexo Supplies
      • Ink & Coatings
      • Prepress Supplies
      • Substrates
      • Pressrooom Supplies
    • Online Exclusives
    • Slideshows
    • Experts Opinions
    • Videos
    • Podcasts
    • Infographics
    • Blog
    • Whitepapers
    • Events
      • Industry Events
      • Live from Show Events
      • Webinars
    • Jobs
    • Resources
      • Supplier Gallery
      • Literature Showcase
      • Homepage Showcase
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Expert's Opinion

    Finding the sweet spot in consumer engagement – perspectives on Clean Label 2.0

    Mintel's David Luttenberger and PMMI's Jorge Izquierdo discuss the need for balancing information and design.

    10.01.18
    The clean label movement, a consumer-driven insistence for products to contain simple and natural ingredients devoid of synthetic chemical intrusion, is expanding in an ever-growing health-conscious market. However, the demand for authenticity, transparency and traceability in product labeling has posed some package design challenges to brand owners that struggle to attain the right balance of information before labels become overcrowded. In its recent Global Packaging Trends 2018 report, Mintel highlighted the need for packaging designs that better inform consumer choices without displaying too much or too little detail. Mintel dubs this the Clean Label 2.0 approach. Here, brands need a balance of potent information and engaging packaging design that fits in the “Goldilocks” zone of being just right for their consumers. In this piece, two packaging industry professionals share their insights and weigh in on the best strategies to achieve the optimal ratio.

    The Essentialist Approach
    David Luttenberger, Global Packaging Director, Mintel
    The clean label trend is something that has been present in the consumer market for some time—at least five years. One trend that we noticed proliferate during the clean label movement is the cluttering of labels with information. Food manufacturers especially feel it necessary to indicate that their products are GMO-free and free-range and beauty product brands want consumers to know that their products are paraben-free. While maximizing the call-outs to increasingly health-conscious consumers seems like a good idea, it can take the whole package design from clarity to chaos.

    Cluttered labels create confusion. The consumer is looking for digestibility—for product information to be accessible and easy to understand with only the essential information featured. However, abiding by a minimialist ideology may result in too little on-pack information for the consumer to make an informed, enlightened purchasing decision. Between the extremes,  Clean Label 2.0 aims to keep labels clean and succint while avoiding the  clean label “creep” – where brands lack to discipline to stop adding more and more information to the point it becomes cluttered and choatic. Brands need to hone their clean label message. They should be presenting consumers with two or three pieces of essential information, which can include something to highlight the ingredients or packaging but does not overwhelm the consumer by throwing in too many identifiers.

    For brands to re-establish themselves as a Clean Label 2.0 brand, they must consider a few factors, such as the impact a Clean Label 2.0 design will have across the company’s portfolio of products. Will this require repositioning in the market? Will a brand need to focus on graphics, or structure as well? In the end, brands must hold back from trying to be everything to everyone or risk confusing consumers. Some blank space is necessary for clarity, so prioritize, prioritize, prioritize.

    Lean on Technology
    Jorge Izquierdo, VP Market Development, PMMI

    Clean Label 2.0 asks brands to prove their credentials while meeting increased demands for customized and niche products. For many brands, this goal is a moving target, but Clean Label 2.0 practice is a marriage of equal parts science and social media. Instagram, Twitter and Facebook all offer platforms on which the tides of consumer opinion can quickly change and new trends can take hold. When Clean Label 2.0 aims to reduce the number of claims made on packaging, these platforms also provide an important channel through which brands can communicate all of their value propositions in a measured, uncluttered way.

    The challenge for brands lies in replacing the three seconds of at-shelf experience with a meaningful social media message. Social media provides these companies with several avenues to do this, necessitating consumer engagement to build robust feedback loops and support traditional sales alongside e-commerce growth. Other tools like QR codes allow brands to easily provide information on recipes, ingredients and product origins. New digital printing capabilities empower these companies with greater flexibility with shorter runs, blockchain capabilities and track and trace opportunities. Brands should consider all of these tools to build a deeper relationship with consumers alongside an understanding of their products.

    Manufacturers looking to make it in the world of Clean Label 2.0 can start at PACK EXPO International co-located with Healthcare Packaging EXPO (Oct. 14-17; McCormick Place, Chicago). Attendees will find the latest package printing technology to elevate their efforts in designing an engaging, attractive package with clearly articulated value propositions. The PACKage Printing Pavilion (South Hall) will offer brand managers and packaging professionals an opportunity to see the next generation of digital printing and smart solutions in action. Additionally, the Innovation Stage (North Building, Booths N-4560, N-4570 and N-4585) offers free seminars to attendees where they can hear insights on some of the most pressing challenges to their package printing operations.

    Registration for PACK EXPO International is open at www.packexpointernational.com.

    Related Searches
    • registration
    • change
    • packaging trends
    • labeling
    Suggested For You
    PACK EXPO spotlights package printing innovation PACK EXPO spotlights package printing innovation
    ‘Kids these days’ can teach Baby Boomers something special ‘Kids these days’ can teach Baby Boomers something special
    Exhibit sales open for Pack Expo East 2020 Exhibit sales open for Pack Expo East 2020
    Labels truly can be a life, death and health influence Labels truly can be a life, death and health influence
    PMMI reveals finalists for first Technology Excellence awards PMMI reveals finalists for first Technology Excellence awards
    Containers and confection packaging coming to Pack Expo Containers and confection packaging coming to Pack Expo
    Pack Expo International Pack Expo International
    Cannabis packaging: opportunities and challenges Cannabis packaging: opportunities and challenges
    When Labels Do Customers a Disservice When Labels Do Customers a Disservice
    What’s On The Outside Is What Counts What’s On The Outside Is What Counts
    Mondi expands flat-bottom bag production capabilities Mondi expands flat-bottom bag production capabilities
    Sometimes what’s on the outside is what counts Sometimes what’s on the outside is what counts
    Pack Expo East highlights automation, digital technology Pack Expo East highlights automation, digital technology

    Related Online Exclusives

    • PACK EXPO spotlights package printing innovation

      New PACKage Printing Pavilion features smart technologies and cost-effective printing systems.
      10.13.18

    • ‘Kids these days’ can teach Baby Boomers something special

      ...
      Rock LaManna 10.12.18

    • North America

      Exhibit sales open for Pack Expo East 2020

      The event will take place from March 3-5, 2020, in Philadelphia, PA, USA.
      10.02.18


    • Labels truly can be a life, death and health influence

      From allergies to aspartame, does packaging disclose enough?
      Mark Lusky 09.10.18

    • PMMI reveals finalists for first Technology Excellence awards

      Winners will be selected during PACK EXPO International and Healthcare Packaging EXPO 2018.
      09.05.18

    Loading, Please Wait..

    Trending
    • Brook + Whittle To Install First HP Indigo V12 Digital Press In US
    • TLMI Announces 2022 Eugene Singer Award Winners
    • Tower Products innovates for corrugated market
    • UPM Raflatac’s RafCycle Wins Sustainability Award
    • CORLABEL Invests In HP And A Second GM Finishing Machine
    Breaking News
    • Two from Sun Chemical honored with NAPIM Pioneer Awards
    • Loftware secures significant growth equity investment
    • Avery Dennison’s atma.io adds new ChatGPT and AI features
    • Reproflex3 wins regional business award
    • Avery Dennison expands AD Procerta label testing service
    View Breaking News >
    CURRENT ISSUE

    March 2023

    • Developments in China
    • Label Design Software
    • Flexo Presses
    • Narrow Web Profile: Diversified Labeling Solutions
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Hyaluronic Acid Ingredient Linked to Antioxidant Benefits In Vitro
    Anita Johansen Appointed New CEO of Probi
    Kemin Human Nutrition & Health Acquires Oral Health Ingredient
    Coatings World

    Latest Breaking News From Coatings World

    PPG Names Rodolfo Ramirez GM, Packaging Coatings
    Sherwin-Williams Unveils High Performance Interior Marine Decking Systems
    AkzoNobel Appoints Ricardo Rosso as Pontiac Site Manager
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Tracey Technologies Upgrades iTrace Software
    Foster Corporation Rebrands its Distribution Business
    Greenleaf Health Recruits Two Former FDA Officials
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Quotient Sciences Supports Crinetics Pharma with Pediatric Development, Clinical Testing Program
    Syndax Pharmaceuticals Names Neil Gallagher President, Head of R&D
    ABL Names Stephanie Colloud GM and COO in Europe
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    MAC Revamps 'Back To MAC' Recycling Program
    Coty Names New Chief Commercial Officer for Prestige Division
    GK Launches Vegan Hair Styling Range
    Happi

    Latest Breaking News From Happi

    Rihanna's Fenty Beauty is the World’s Most Successful Celebrity Beauty Brand: Cosmetify
    GK Hair Launches Sustainable Vegan Hair Product Range
    Featured Speakers Revealed for Household and Commercial Products Association Mid-Year Meeting
    Ink World

    Latest Breaking News From Ink World

    INX International Makes Investment in Gooten
    Videojet Launches 1580 C Soft-Pigmented Contrast Printer
    Epson to Showcase Textile, Signage and Aqueous Printers at ISA 2023
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Two from Sun Chemical honored with NAPIM Pioneer Awards
    Loftware secures significant growth equity investment
    Avery Dennison’s atma.io adds new ChatGPT and AI features
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Drylock Technologies Plants First Trees in Drylock Forest
    A.Celli Group to Hold Open House
    Toray Awarded for Nanodesign Technology
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Report: No Complications With OssDsign Catalyst Graft
    FDA OKs Bioretec's RemeOs Bioresorbable Metal Trauma Screw
    First Clinical Use of Stryker’s Tornier Pyrocarbon Humeral Head
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Universal Display Sponsors, Presents at ICDT 2023
    Miron Washington Joins Impinj Board of Directors
    All-Time High for Global 300MM Semiconductor Capacity in 2026: SEMI

    Copyright © 2023 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login