A close look into label creation and development
India • In part one of this series of articles the author referred to the general importance of labels. Part two deals with the imperative, that the label design has to be a parallel creation when the package is being designed.
\As I said label has to be in mind all along. It is the communicating arm of the product. It actually becomes the one part of the package that attracts the consumer’s attention, tempts him or her to lift it off the store shelf and then becomes the communication link between the manufacturer and the buyer. At this time, it does the job of being the best salesperson that the company has. It has the consumer’s focused attention there on. It is thus that it becomes the all-important part of a package. The self-adhesive label’s journey starts at the label stock manufacturers plant and meets the label designer’s ideas in the pre-press department, gets decorated and converted on the label press of the converter. Finally, it meets and is united with its life partner, the package at the product manufacturers packaging line. Hereafter begins the harsh journey experiencing product handling by different people, usage and facing diverse environments. The labelstock consists of primarily three components i.e., the release liner, the adhesive and the face material. Each component has to be in the mind of the package and label designer. Even though the release liner ends up in the waste dump, yet it is the most important part of the label converting and dispensing operation. The release levels will ensure speed of conversion and dispensing.
The final Label design
In the next part of this series on life of label, I will dwell on die-cutting, brand protection, building security in labels, additional decoration and finally innovations in labels.
Written by Harveer Sahni, Chairman, Weldon Celloplast Limited, New Delhi-110008 India, October 2014 and updated in January 2022