Have you ever considered the humble label on the bottle or jar in front of you and what it does for your brand and consumers? These simple pieces of printed paper carry so much information – brand name, logo, product name, flavour variants, ingredients, storage or cooking advice, nutritional information, producer, allergens, product weight and price to name but a few. But have you thought deeper about how labelling technology and innovation could add so much more to the story.
Whether it be the use of Near Field Communication (NFC) technology that allows a label to communicate and send a message direct to your smart phone or other electronic device, or Augmented Reality apps that open up videos, web links and e-commerce sites simply from scanning the label with the device, the latest combinations of science and paper label come together to significantly enhance the consumer experience. This allows you to directly engage with consumers whether it be for branding purposes or promotional and educational purposes, bearing in mind there are some 600 million NFC enables devices out there.
Perhaps you want to share a recipe, product information or health and nutritional advice, or direct consumers to your online shop, and track the click through and sales uplift in the process, the options are endless. But perhaps you’re not quite there yet and are looking for short run volumes to allow you to test the market or produce limited edition pack labels, this is now entirely possible with digital print technology. This clever piece of innovation allows you to have every single label printed entirely different to all others – thus allowing store or customer specific labels or even personalised packs if necessary. Maybe you have so much information to share with your consumers that you feel that you just can’t fit it all on one label. Not to worry, there is a solution for that too. Consider the use of a multi ply booklet style label and you can provide several pages of brand and consumer information, laid out in a more easy to read format.
Or maybe you simply want to make the whole process simpler and easier for your consumer. Technology now exists, that when incorporated into a label, will tell your consumer whether the product is too cold too warm or just right – that way you can ensure that they enjoy the product exactly as you meant them to do.
Label technology has come on in leaps and bounds in the last few years – a long way from the days of scratch and sniff!
If you require any further information on any of the above technologies, then feel free to contact the author, Robert Herridge, Managing Director of packaging consultancy Packology, direct on +44(0)7971 508421 or email him.