Manufacturers Pushing Label Limits
By Chris Freddo on September 04, 2006
A picture is worth a thousand words. These days, manufacturers are using both words and pictures on product labels to increase sales and help customers use the products. This approach helps eliminate consumer complaints, reduce product liability issues, and ensures peak product performance.
Due in part to new government regulations and market demands, products must boast more information on a label than in the past. Copy space is rapidly diminishing as labels are cluttered with regulatory, multilingual, instructional, and promotional information. With this constant stream of new required information, labels are running out of space.
To adhere to more stringent and specific listings of contents, more verbiage and larger text sizes are required. Government agencies are calling for more information to be on a label, which in turn decreases the possible room for the advertising portion. Sales information is often decreased in size or left off entirely because it has been displaced by required legal copy.
There is ever more need for multi-lingual instructions, especially for those companies looking to expand internationally. Major retailers in the United States are actively pushing to add Spanish and other translations to their labels to reach out to the multi-lingual sectors within this country and beyond. More than likely, this trend will spread as the Spanish and other speaking populations in the United States continue to grow and emerge as powerful buying segments. In many cases, the additional copy space required is more than the conventional label can accommodate. What is a manufacturer to do in this situation?
There is no doubt that manufacturers need more real estate on their labels. An economical option is to use extended content labels. An extended content label is achieved through a unique manufacturing process where multiple pages with a pressure sensitive base are available to reveal additional product information to the consumer. Extended content labels are available in many different looks and constructions.
The most popular copy expansion label is called a booklet label. It is comprised of a booklet or pamphlet married to a pressure sensitive label. There are many other types of extended content labels—multi-seal, onserts, foldout labels, and multi-page labels. Do not be confused by the names; they essentially do the same thing—provide more space on the label.
There are many benefits of extended content labels. They allow unlimited pages for required information in a compact area. Adding pictures or illustrations to product directions is a great way to increase the chances that a product will be used correctly. By expanding copy space, you gain freedom to tell your customers more about your product. An extended content label can eliminate the need for an outer printed box, a separate back label, neck hanger, auxiliary pamphlets, booklets, instruction sheets, or sleeve labels, greatly decreasing packaging expenses.
These labels can be printed on a wide variety of substrates and printed in multiple colors, including four-color process. They can be applied to products by hand and with standard automatic labeling equipment. Just about every market has a need for extended content labels. These markets include but are not limited to: cosmetics, nutraceutical, pharmaceutical, and agricultural.
Offering new products is an excellent way to increase sales. Labels are everywhere. Walk up and down the aisles of your local grocery store or home improvement center and you will see products with labels of every imaginable size, shape, and color.
In today's marketplace, where one-stop shopping and customized pieces are commonplace requirements, specialty-printing applications, and specifically labels, are a lucrative opportunity available to printers.
While the world is shrinking through multiple channels of communication, the demand for more information for the consumer is expanding. Extended content labels are an excellent way to produce an attractive label that has all the information you need. A picture is worth a thousand words, and now it is easy to fit them all onto your label.