SMI Labels and Packaging Materials

Wednesday, September 10, 2014

The life of a label-I

In the first of a series of articles being written exclusively for Narrrow Web Tech, Germany, I dwell on the background of packaging and package printing, and assess the role played by labels.

Over the years, packaging experts have continued to draw inspiration from nature. There is no shortage of examples: bananas, oranges, coconut, nuts, and eggs. In earlier years these ‘natural packages’ were all that was necessary be- cause people bought and ate fresh food.
Affluence brings a change in demand

Rising literacy levels in urban India resulted in increased employment and higher disposable
incomes, bringing about a change in lifestyle. As more members of urban house- holds started to venture out to seek gainful employment, time became a commodity that was in short sup- ply. There arose a need to buy food for many days in one go. Initially, the refrigerator was enough to store food, but as the need to store food for a week, a fortnight or a month was felt, scientifically created pack- aging that could prolong the shelf life, as well as tempting the customer to buy products off the shelves in modern day retailing, became an imperative. With this also emerged the need for highly decorated and eye-catching labels!

Without label, the product looses value


  
The label is the most communicative part of packaging as it stirs the initial impulse to pick it up and read it. The label establishes the identity of the product and it is the direct link between the product and the consumer. A good label makes the product identifiable, and delivers the desired communication from the manufacturer to the targeted consumer. It is a unique selling tool once the product is in the buyer’s hand, and delivers more value than a sales person, because it focuses the consumer’s attention. Read more...


Written exclusively for Narrow Web Tech Germany by Harveer Sahni, Managing Director Weldon Celloplast Limited, New Delhi August 2014 Reproduction of this article without permission is not permitted.