Creating product labels that are both concise and comprehensive appears to be a mutually exclusive challenge. In a world overwhelmed with too much information – including polar opposite COVID claims and cautions – consumers increasingly want complete, accurate and verifiable product information in a short, sweet package they can comprehend.

In the interest of total transparency, detailed descriptions – including ingredients – are important. At the same time, people are tired of wading through a bunch of gobbledygook to get what they want. This presents a customer service challenge of Herculean proportions: How to be both comprehensive and concise when it comes to labels and other product branding/marketing.

One way to start meeting the challenge is to simplify the product itself and make its supply chain travels transparent. A Forbes.com article notes: “Why COVID-19 Will Boost Demand For Brands With Simple Ingredients And Transparent Labels… shoppers have asked companies to simplify their products with easy-to-understand ingredients and transparent sourcing…all companies need to take a step back and reassess their customer needs. In an increasingly volatile and unpredictable world, rates of anxiety are not likely to wane for quite some time. In this environment, the brands that keep things simple, ‘authentic,’ and convenient  – that help people find that sense of security – are the ones who will win the hearts and dollars of an overwhelmed and exhausted public.”

As far as product marketing, branding and labeling, following are several ways product manufacturers and sellers can meet consumer preferences for complete, yet concise, explanations and verifications:

1. Make every product communication channel clear and complete. Think through every product information channel and make sure ingredients are explained in-depth about such items as nutraceuticals wherever the product is showcased. To date, this has been a hit-and-miss effort on such platforms as Amazon – where an ingredients list is not always easily accessed in the product description section. Consumers are left to search out those ingredients elsewhere. Sometimes, they’re not readily available even on product manufacturer websites.
2. Offer convenient ways to access additional information. The Forbes article notes: “When the 2017 James Beard Foundation Consumer Research Project looked into this topic, a whopping 90% of respondents said they want to ‘understand the ingredients in their foods.’  Transparent products help shoppers feel in control of their decisions, and can facilitate a sense of trust between the purchaser and the brand, thereby reducing anxiety about a product’s safety, nutrition, or environmental impact.” As one of many communications channels, labels can link consumers to digital platforms for more information on a variety of product-related issues via such options as URLs, QR codes, digital IDs that track and trace products, and presentations offered through Augmented Reality (AR) technology.
3. Rethink how best to present label content and graphics that promote understanding. Marketing double-speak, dubious “certifications” and over-hyped terms need to diminish. Instead, offer consumers the straightforward understanding they seek. Part of this is to provide fact-based information instead of spurious marketing “claims.” Sure, it may not appear as outwardly sexy, but transparency and facts are becoming very attractive in a world full of fake news. Do it all while being as brief as possible. Ingrain this memorable Franklin D. Roosevelt quote in your brain to help drive the process of keeping it real and concise: “Be sincere; be brief; be seated.” And, present information in a way that doesn’t require magnifying glasses or a smartphone app to read type that’s too tiny. After all, part of understanding resides in being able to decipher the information. If required, develop an extended content label to enable using larger, more readable type and explanatory graphics, and to de-clutter the label itself.
4. Apply your own “sniff test” to product reviews. Unfortunately, as with so many developments in an over-hurried world, product reviews themselves can be suspicious and distracting. For me, part of being concise is weeding out questionable reviews/review platforms and finding balanced assessments. Besides biases on sites owned/influenced by the manufacturer itself, there can be many widespread issues with such “objective” sites as Google Reviews. In recent years, many reputation-boosting services have emerged that curate reviews for clients. Typically, only four- and five-star reviews on such platforms as Google wind up getting posted. Lesser reviews get weeded out. Obviously, this doesn’t necessarily present a balanced, accurate picture.

Instead, manufacturers/sellers and other product-involved parties should be totally transparent in their review process. Obviously, this creates potential for being less than perfect. In the long run, however, it will resonate with consumers increasingly demanding truth in advertising.


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.