• 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
    Rotary Diecutting

    Workforce Challenges

    Label Insights: Wilson innovates for evolving diecutting market

    Flexo Platemaking Update

    Penmar Industries
    Breaking News
    Converter News
    European Label News
    Industry News
    Industry People
    M&A News
    New Products
    Expert's Opinion
    Live From Shows
    Top News
    ACTEGA teams with Makro Labelling to advance Signite technology

    Constantia Flexibles and SB Packagings commence joint venture

    Inland donates new VersaStudio printer to local high school

    Redfern Labels installs new MPS EF 340 flexo press

    Loftware announces NiceLabel Cloud Designer
    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

    A global first: Canada to require warning labels on individual cigarettes

    A dancing label

    Constantia Flexibles and SB Packagings commence joint venture

    Beontag launches global rebrand

    Lumene partners with UPM and SABIC for biobased packaging
    Africa
    Asia
    Australia
    China
    Europe
    India
    Latin America
    Middle East
    North America

    Mactac addresses recent growth

    Constantia Flexibles and SB Packagings commence joint venture

    Nazdar SourceOne names Matthew Dominguez insides sales rep, US

    Sandon Global joins FINAT

    EskoWorld promotes networking, inspiration in Orlando
    Flexography
    Digital Printing
    Prepress
    Finishing
    Sustainability

    ACTEGA teams with Makro Labelling to advance Signite technology

    Rotary Diecutting

    Label Insights: Wilson innovates for evolving diecutting market

    Flexo Platemaking Update

    Penmar Industries
    Digital Printers & Presses
    Flexo Presses
    Label Converting Equipment
    Label Finishing Equipment
    Prepress Equipment

    Penmar Industries

    Redfern Labels installs new MPS EF 340 flexo press

    Loftware announces NiceLabel Cloud Designer

    Asahi to show water-wash equipment at new Gallus Experience Center

    BlueStone Label adds two Mark Andy Performance Series presses
    Dies And Tooling
    Flexo Supplies
    Ink & Coatings
    Prepress Supplies
    Pressrooom Supplies
    Substrates

    ACTEGA teams with Makro Labelling to advance Signite technology

    Rotary Diecutting

    Label Insights: Wilson innovates for evolving diecutting market

    Flexo Platemaking Update

    Nazdar SourceOne names Matthew Dominguez insides sales rep, US
    All Companies
    Categories
    Company Profiles
    Label Converters
    Trade Associations
    Add New Company
    International Buyers Guide Companies
    KTI

    Ashe Converting Equipment

    Delta ModTech

    D.P.R. Labeling LLC

    Meech International
    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
    Customer Service

    Great products and branding make a powerful pair

    ...

    Mark Lusky11.15.19
    In a hot market, branding matters. In a slow market, branding matters. While product quality should always be the top criterion for assessing product worth, there’s no doubt that beautiful branding is a strong contributing factor to public perception of that worth.

    Labels are a “front door” to product branding, on display at the recent Great American Beer Festival in Denver, CO, USA. The festival showcased award-winning craft beer tastes along with good looks.

    Despite the indisputable importance of good-looking labels to product “curb appeal,” manufacturers don’t always prioritize their development. Well-thought-out, informative and creatively designed labels are a powerful sales and retention tool – first to get somebody to try, then to get them to continue to buy.

    In contrast, overly-cluttered, poorly designed and shoddily printed labels, coupled with inadequate content quality control – right down to typos and ingredient inaccuracies – ultimately portray the product in a bad light.

    This is true regardless of market conditions. Even in good times, craft beer branding is a hot topic. Last year, Foodandwine.com magazine talked about the importance of branding in a booming craft beer market: “With the craft-beer market showing no signs of slowing down and shelf space at a premium across nearly every aisle, there’s no denying how important graphic design is these days. Compelling packaging is so crucial to a brewery’s growth, in fact, that the industry’s old and new guard seem to be in a steady race of rebranding themselves.”

    This year, craft beer sales have dropped. According to theknow.denverpost.com, “…craft beer’s 3.9% growth is the lowest in a decade – especially since, not long ago, the market was seeing growth rates of up to 18% a year. In an environment where even great taste can’t singlehandedly save the day, compelling and memorable branding can be a major differentiator.

    An article by 99designs.com underscores the importance of great-looking labels: “Don’t be coy, you can just say it. Your beer is better than the name brands! Now, it’s time to take your passion to the next level… but convincing strangers to try your brand is a lot harder than convincing your friends and family. You’re going to need powerful beer labels. But what does that mean for you, the small-time brewer with lots of heart and an even heartier beer? It means there’s no point in waiting to realize your big-brewery dreams. The problem with most small-scale brewers, though, is they don’t know as much about marketing and design as they do about hops and fermentation.”

    How can product manufacturers up their game in the label and branding department? Consider:

    Displaying your labels along with those of your top competitors in a test setting. Notice what draws attention to you and what doesn’t. If your label isn’t jumping out at you, it may well be time to jump out of it into something that will stack up well against the competition.

    Studying them for quality content. Is the verbiage well-written, enough to be compelling without sounding overly salesy or making unsubstantiated claims? Is it typo-free? If warranted, have you checked ingredients to make sure they are accurate? You may be surprised at how many times such measurements as microgram (mcg) and milligram (mg) are misprinted. Of course, given the sloppiness inherent in everything from national TV commercials to print and digital media reports, that doesn’t come as a total shock. Just don’t let it become a shock (or annoyance) to your buyers.

    Ditching the teeny type. I keep harping on this, but the prevalence of two-point type continues to confound. Recent TV commercials spotlight lighted magnifying glasses designed specifically for such challenges. Make the type more readable by increasing font size, contrast, etc. where necessary. Crisply and clearly printed labels can help legibility as well – as can techniques for expanding the terrain. One increasingly popular option is extended content labels that fold out to reveal in-depth information.

    Making labels serve a novel function. Following through on the extended content label concept can be a great branding and marketing tool. For example, Outer Range Brewing Co. in the Colorado mountains developed a trail map on its beer labels – effectively turning the product into a popular tourist attraction, as well as pleasing people’s palates.

    Talking to buyers for their suggestions. People love to be consulted. Talk to them (don’t email, text or ask them to take a survey) and get their top-of-mind thoughts about what you do well, and what you could do better in branding and labeling. And, of course, use the opportunity to gather intel about product quality, et al. Where possible, do this in person. Phone, Zoom or other communication platforms can suffice where necessary. The key point is to engage. Spend some quality time with a relatively small group of people.

    The more things change, the more they stay the same. Making your products feel comfortable, safe and attractive to buyers – which effective branding and labels can help do – should be an integral part of the process.


    Mark Lusky is a marketing communications professional who has worked with Lightning Labels, an all-digital custom label printer in Denver, CO, USA, since 2008. Find Lightning Labels on Facebook for special offers and label printing news.
    Related Searches
    • craft beer
    • Beer labels
    • environment
    • extended content labels
    Suggested For You
    GraphTech Ltd. GraphTech Ltd.
    O Labels     Software Technology by Industry O Labels Software Technology by Industry
    Archroma launches online regulatory and compliance platform Archroma launches online regulatory and compliance platform
    Michelman preparing for 10th Annual Global Day of Service Michelman preparing for 10th Annual Global Day of Service
    Mactac and Esker form process automation partnership Mactac and Esker form process automation partnership
    Phoseon to showcase LED curing technology at FTA Fall Conference Phoseon to showcase LED curing technology at FTA Fall Conference
    Vanguard USA, a Durst Group Company, establishes European branch Vanguard USA, a Durst Group Company, establishes European branch
    Resource Label Group set to acquire StickerGiant Resource Label Group set to acquire StickerGiant
    Epson highlighting SurePress UV digital press at Label Congress Epson highlighting SurePress UV digital press at Label Congress
    Sun Chemical to increase prices in North America Sun Chemical to increase prices in North America
    Domino hosting attendees at Label Congress Domino hosting attendees at Label Congress
    EIM contributes to $442,000 pledge for local shelter EIM contributes to $442,000 pledge for local shelter
    Avery Dennison, Estal, Kurz launch Avery Dennison, Estal, Kurz launch 'Make-a-Mark'
    UPS CMO Kevin Warren to keynote EFI Connect UPS CMO Kevin Warren to keynote EFI Connect
    Ahlstrom-Munksjö recognized for sustainability management Ahlstrom-Munksjö recognized for sustainability management

    Related Buyers Guide Companies

    • GraphTech Ltd.

      ...
      Ivan Ivanov, CEO 04.06.23

    • O Labels Software Technology by Industry

      ...
      Sebastian Morrison, Manager 04.27.22

    • Archroma launches online regulatory and compliance platform

      The Safe Edge platform has been designed with transparency and traceability in supply chains in mind.
      09.22.21


    • Michelman preparing for 10th Annual Global Day of Service

      Michelman preparing for 10th Annual Global Day of Service

      Michelman’s vaccinated associates will participate in outdoor volunteer activities while wearing masks and gloves and following social distancing guidelines.
      09.22.21

    • Substrates
      Mactac and Esker form process automation partnership

      Mactac and Esker form process automation partnership

      Automated accounts payable and order management processes enhance customer service while catering to a growing customer base.
      09.20.21

    Loading, Please Wait..

    Trending
    • Constantia Flexibles And SB Packagings Commence Joint Venture
    • Mactac Grows Business With Acquisition Of Label Supply
    • SATO America Acquires Stafford Press
    • Channeled Resources Installs New Coater In Marathon
    • Mactac Acquires Label Supply, Beontag Grows And More
    Breaking News
    • ACTEGA teams with Makro Labelling to advance Signite technology
    • Constantia Flexibles and SB Packagings commence joint venture
    • Inland donates new VersaStudio printer to local high school
    • Contiweb becomes Dscoop sponsor
    • Redfern Labels installs new MPS EF 340 flexo press
    View Breaking News >
    CURRENT ISSUE

    April 2023

    • Slitter-Rewinders
    • Ink Innovation
    • CELAB striving to curb industry’s recycling issue
    • Nutraceutical Labels
    • Narrow Web Profile: Apogee Industries
    • 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

    Verdure Sciences Receives Award for Sustainable, Ethical Turmeric Sourcing
    BGG Receives Patent for Saw Palmetto ID Method
    Premium Label & Packaging Solutions Receives Safe Quality Food (SQF) Certification
    Coatings World

    Latest Breaking News From Coatings World

    Boeing Starts Construction on New St. Louis Facility
    Brand Finance: Post-COVID Recovery Slows for Chemicals Industry Battling Energy Crisis
    BCF Calls for Greater Urgency on REACH Impasse
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    CareDx, Miromatrix Collaborate on Bioengineered Organs Research
    Capitainer Releases to Market its Fully Automated Sample Handler
    Titan Medical Licenses Most IP to Intuitive; CEO Steps Down
    Contract Pharma

    Latest Breaking News From Contract Pharma

    AVROBIO Sells Cystinosis Gene Therapy for $87.5 Million
    Meiji Seika Pharma, Adcock Ingram Pharma Complete Construction of New Manufacturing Facility
    JSR Life Sciences Consolidates KBI Biopharma and Selexis SA
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Unilever Uses AI for Product Development
    Beautycounter Names New Interim CEO
    Shaz & Kiks Available at Sephora
    Happi

    Latest Breaking News From Happi

    Covergirl Introduces Clean Fresh Yummy Gloss Collection
    Shaz and Kiks Launches at Sephora
    Beautycounter Appoints Board Director Mindy Mackenzie Interim CEO
    Ink World

    Latest Breaking News From Ink World

    ACTEGA, Makro Labelling to Advance Signite Technology
    BCF Requests Greater Urgency on REACH Impasse
    Updated Method Published for Entire BASF Product Portfolio
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    ACTEGA teams with Makro Labelling to advance Signite technology
    Constantia Flexibles and SB Packagings commence joint venture
    Inland donates new VersaStudio printer to local high school
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Mann+Hummel Names President Air Filtration Americas
    KNH Launches Eco-Friendly Menstrual Pads
    Niine Introduces India's First PLA-Based Sanitary Pads
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Enrollment Completed in Anika Therapeutics' Hyalofast Study
    Exactech Releases Next-Gen GPS Shoulder
    Data Shows Favorable Survivorship of MISHA Knee System & Reduction of Arthroplasty Risk in Patients
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    onsemi Presents Path to Accelerate Revenue Growth
    STMicroelectronics Introduces Waterproof MEMS Pressure Sensor
    Graphene Flagship to Join Euro Nano Forum 2023

    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