The Importance of Labeling In The Consumer Decision Making Process

Product labeling can be the difference in a consumer’s decision making process.  This is what makes it so important that the manufacturer choose the right style and material for your products label along with a spot on design to represent it.  The ideas below will give you some insight into a successful label design.

Spend Money To Make Money

It is crucial that manufacturers invest in their brands.  A quality label designer is worth their weight in gold.  The product label is the first thing consumers see.  It is what differentiates your product from the competition when sitting side by side on the shelf.    An investment in a solid label design has long lasting affects to your marketing plan.  A brands image begins with its label.

Plan In Conjunction With the Designer

Designers that specialize in creating custom labels often work on an hourly basis therefore manufacturers can save time and money by being prepared.  Create a spreadsheet with categories laid out on what is necessary for the label to contain, what would be nice but isn’t totally necessary and the items that are not important at all.  Make sure to include the following:

  • Brand and product name
  • The weight
  • The ABV (alcohol by volume)
  • Government warnings
  • Logo
  • Nutrition information
  • UPC code

Consider The Overall Label Idea

Think about what you want out of your label.  What style should your label be?  Should you use intense, bright colors in your label?  Should the design be contemporary or traditional?  Will the graphics be minimal or elaborate and full of detail?  Keep the lines of communication open with your label designer; speak with them regarding the overall concept you desire out of your label.  Create an idea board to present to the designer of your product label.  Make sure it includes colors, graphics, font styles and more that relate to the vision that is in mind for your product label.

Choose A Label Style and Material

Think about the options that you have in labeling.   Shrink sleeves to flexible packaging the option you choose will represent your product.  What does the label need to accomplish.  If you are looking for a combination of packaging and labeling in one a flexible pouch is your best options.  If you are looking for a label option that also provides tamper resistance go for shrink sleeve labeling.  If your product is simple and you want your label to reflect that try a cut and stack label.

Take time to review all rough drafts given to you be the designer.  Use these to critic and offer direction to the designer until the desired result is achieved.  Once this is accomplished take the sample design and have it printed on the material you have chosen.  Apply this to the product packaging and physically see what the end result will be.  If you are fully satisfied give the go ahead to the label printing company.  If changes are desired it is crucial to make adjustments now before giving the go-ahead.  This will ensure you are completely satisfied with the results of your dedication to the design of your product label.

At Anchor Printing, we take pride in offering our clients cut & stack labeling, pressure sensitive labels, roll-fed labeling, shrink sleeves as well as flexible packaging options. Contact us today at for all of your product label design, printing and packaging needs.


Labeling Plays an Important Role in Marketing

Your products label and package design plays a number of rolls in product marketing.  Together the elements create a product story and will get consumers to take notice.  The industry has taken the idea of labeling and packaging and combined the two elements thus creating flexible packaging.   Customized flexible packaging helps increase company growth by increasing brand exposure and product sales.

Flexible packaging consists of a pouch or packet style container that is made from a variety of materials to create and all inclusive, resilient package and label in one.  Depending on the manufacturers goals flexible packets can be beneficial to both sales and marketing tactics.  Flexible pouches are frequently used to replace bottles, create a single use variation or even in sample distribution.

Flexible packets are one of the newest additions available to the packaging and labeling community.  They are one of the most technical products that packaging and labeling companies offer to manufacturers.  The label graphics and text are printed directly onto the pouch material.  Flexible packaging materials vary from paper to thick film.  Flexible paper packaging is ideal for solids and powders whereas film packets are better for liquids, gels, and lotions.  Both paper and film will create a reliable seal that protects the packaging contents, reduces spoilage and protects against product tampering.

Flexible packaging is popular within several different product markets including health and beauty, beverages, condiments and more.  One of the main reasons why manufacturers choose flexible packets over other options in packaging and labeling is ease of use and consumer convenience.  Not only can flexible packets are used to package large quantities they are ideal for packaging single-servings for on the go consumers.

Flexible pouches can be used for a number of products in a wide range of industries.  The benefits of this style of packaging and labeling go well beyond the design and function.  They are ideal for the sales and marketing of the products they hold.  Some of the valuable ways in which flexible packaging can be used to benefit brand and product awareness include:

  • Flexible packets can be fastened directly onto other products within the companies brand for sampling. This type of marketing is often used in magazine advertisements, brochures and direct mailings.
  • Flexible packaging is also a perfect way for marketers to distribute samples within store locations, promotional events and trade shows.
  • They are a great option for the distribution of travel sized products.
  • Another genius way marketers use flexible product packaging is to acquire consumer information. Consumers that request a free sample often fill out a consumer card that gives their information to manufactures.

No matter how you incorporate flexible packages in your lineup there are a number of ways it can be done to benefit your business.

At Anchor Printing, we take pride in offering our clients cut & stack labeling, pressure sensitive labels, roll-fed labeling, shrink sleeves as well as flexible packaging options. Contact us today at for all of your product label design, printing and packaging needs.


Differentiate Your Product With Shrink Sleeve Labels

As manufacturers seek to differentiate their products from their competitors they often look into custom labeling options.  A popular option that allows products to distinguish themselves is by using shrink sleeve labels.  Shrink sleeves are a relatively new option within the labeling industry.  Their popularity stems from several different reasons including durability, security, and its full body design.

Shrink sleeves tend to be a bit more costly than other labeling options however the increase in market share often offsets the additional expense.  Many times the packaging expense decreases when using shrink sleeve wraps because a more generic container can be used.  The shrink sleeve encases the entire container.  Using a basic, less expensive container can help to offset the increase in expenses incurred with shrink sleeves.

There are many reasons that manufactures should choose to label with shrink sleeves over other options in labeling.  Studies done about consumer demand have shown an increase in sales of up to twenty percent when using shrink sleeve labels.  Some of the reasons why include:

  • Shrink sleeves can be applied to a variety of packaging containers such as plastic, glass and metal.
  • The material that shrink sleeves are made from is highly resistant to penetration and damage.
  • Even the most uniquely shaped packaging from bottles to containers is flawlessly emphasized.
  • Product safety is achieved through the tamper evident protection seal that shrink sleeve labeling incorporates in its design.
  • Shrink sleeves offer a larger visual area, three hundred and sixty degrees, that allows designers to display more information, art and consumer information.
  • The printing is done on the inside of the shrink sleeve. The design does not easily smear, blur or distort.
  • They offer the ability to use numerous marketing and promotional methods including multi-packs, promotional band labeling, on-pack sample promotions, and cross-merchandising.

It is interesting to see the number of industries that can benefit from using shrink sleeve labels.  From the food and beverage industry to pharmaceuticals and household cleansers, shrink sleeves offer benefits that other labeling options cannot.

  • Food and Beverage: The tamper proof nature of shrink sleeves seals the product and prevents the product from being accidentally opened.
  • Pharmaceutical: Product safety is of the utmost important in the pharmaceutical industry. The packages structural design along with the added security that is provided by shrink sleeve labeling the chance of the product being opened unintentionally is extremely limited.
  • Household Cleaners: Shrink sleeves are one labeling material that can withstand moisture, friction and varying degrees of temperature.

At Anchor Printing, we take pride in offering our clients cut & stack labeling, pressure sensitive labels, roll-fed labeling, shrink sleeves as well as flexible packaging options. Contact us today at for all of your product label design, printing and packaging needs.

Food Industry In The News….

SPECIAL REPORT: The Food Industry Responds to Trump’s Victory

As the dust begins to settle following the most contentious US election in history, the global food industry begins to react to president-elect Donald Trump and his Republican Vice President Mike Pence taking the reigns for the next four years and what the immediate and future implications will be.

Just as with Brexit, immediately after Trump beat Hillary Clinton last Wednesday, currency markets were affected as investors steered clear of the US dollar – a sure sign of uncertainty. Unsurprisingly this was most evident in Mexico, where the peso took a severe hit, dipping by more than 13 percent in aftermarket trading, which was a record decrease since 1994.

It’s too early to tell if Trump’s manifesto promises – the infamous wall, the highly controversial immigration policy and contempt for climate change to name but a few – will actually come to fruition, especially in the hardline guise that he pledged as a candidate. Indeed the Trump speech that directly followed his victory was his most statesman-like yet. But as of yet, many within the food industry and surrounding sectors believes it’s too early to tell exactly what this US administration will actually look like – and, more importantly, what policies the US can expect for food, farming, sustainability, labor workforces, labeling, immigration and so on.

Questions about environmental issues like climate change are likely to be prominent – especially as in the past Trump has severely criticized climate change policies. Concerns for the food industry remain under question after Trump’s new victory, with a widespread belief among anti-GMO activists that Trump is opposed to GMOs and favors labeling. This belief first arose in October, 2015, during the run up to the Iowa Republican caucus.

The New York Times reported that Trump is hoping to become America’s first fast food President. He has, on several occasions, posed for social media pictures with burgers and fried chicken from fast food chains on his private plane.

Then there is the US food stamps program, officially knowns as the Supplemental Nutritional Assistance Program (SNAP) which provides nutritional assistance to more than 45 million low-income families and saves children, the disabled and the elderly from going hungry. Prior to the election, the Democrats had supported SNAP calling to maintain or perhaps increase funding, whilst the Republicans have spoken about possible cuts to the program and possibly taking it away from the USDA.

Having said that, many organizations are coming out in support of the new Republican government and voicing their hopes for the future security of food production and agricultural policy – or at least diplomatically offering their congratulations and looking to build relationships with the newly elected leaders for the benefit of their respective sectors.

A spokesperson from Grocery Manufacturers Association (GMA) told FoodIngredientsFirst: “The food, beverage and consumer packaged goods industry is a vital part of our nation’s economic engine, as the single largest US manufacturing industry with 1.7 million manufacturing jobs in 30,000 communities across this country. We look forward to working with the new Trump administration and the new Congress to continue the bipartisan support for laws, regulations and policies that enable us to continue providing Americans with the most safe, healthy, convenient and affordable food, beverage and consumer products in the history of the world.”

One that has been a supported from the start is Tom Nassif, the chief of Western Growers, the trade association of California, Arizona and Colorado farmers who grow, pack and ship almost 50 percent of America’s fresh produce. He says that like the silent majority of voters who elected Trump, fruit and vegetable producers want to see a functioning government which “mends broken fences”.

“In the aftermath of a historically- divisive political season, we encourage our elected leaders to mend broken fences and redouble their efforts to solve the many challenges facing our country. Like the silent majority of voters who turned out at the polls all across the country, our members want a government that functions, one that is responsive to the needs of our nation and industry. We are optimistic that President-elect Trump, the administration he installs and the 115th Congress will work together to pursue pragmatic solutions to key agricultural issues, including immigration reform, water supply, environmental regulations, international trade and the farm bill,” he says.

Nassif has been a supporter of Trump since the start of the campaign and pledges to stand by the new government and push on subjects critical to the fresh produce industry including water, immigration and environmental reform.

Also congratulating the newly elected leaders is Robert Guenther, senior vice president, public policy, from the United Fresh Produce Association. He says: “United Fresh welcomes the opportunity to work with our newly elected leaders as we focus on key issues that impact our industry including food safety, immigration reform, nutrition, federal agricultural policy, international trade, and tax reform policy. We are honored to be your voice in the nations’ capital, working day-in and day-out in a bipartisan manner on an unwavering produce industry public policy agenda. We believe this is one of the most valuable strengths we offer to our association’s membership by bringing all friends to the table – Republican and Democrat, rural and urban, liberal and conservative. In turn, with any new election, our industry needs to continue building strong relationships and develop new ones that are vital to our success in enacting policy initiatives that promote our ability to deliver the most nutritious and abundant food supply to the American consumer.”

Echoing Guenther’s comments about bipartisan collaboration, is president and CEO of America’s National Retail Federation Matthew Shay. He says: “With the holiday season upon us, retailers are glad that this unprecedented election is over, along with the divisive rhetoric and the impact it had on consumers concerned about their future. It is time to bring all Americans together, working in a bipartisan fashion to address the pressing needs of the day.”

“The next few months will offer many opportunities for us to educate lawmakers on our priorities, such as tax reform and investment in our nation’s infrastructure, as well as pro-growth policies that create jobs and reward capital investment. If this election taught us anything, it is the importance of focusing on policies and programs that not only benefit today’s economy, but the economy of the future and our next generation of workers.”

Meanwhile Dawn Sweeney, president and CEO of the National Restaurant Association, says: “As the country ushers in new leadership in Washington, we will ensure that America’s restaurants have a seat at the table. As the nation’s second-largest private sector employer, restaurants contribute $782.7 billion to the economy every year and employ 14.4 million people in roles ranging from entry-level to ownership.

“Working with President-elect Trump, his Administration, and members of Congress, we will continue to advocate for restaurants, our employees and our customers. We are committed to working with both sides of the aisle to find solutions that grow our economy and help all Americans succeed in the work force.”

Meanwhile, others are a little less enthusiastic, offering a more philosophical approach. A spokesperson for the US global food processing and commodities trading corporation, Archers Daniels Midland Company (ADM), tells FoodIngredientsFirst: “At ADM, we have prospered for 115 years under 20 US presidents, and nothing in the US presidential election changes our positive outlook for the food or agriculture industry or for ADM specifically.”

Paul Collins, Director of International Sales and Marketing at GNT Group, also commented on Trump’s presidency: “The food industry and therefore the ingredient industry is quite robust and not so affected by the swings and roundabouts of economic changes that other industries experience.”

“People will always need to eat and have the desire for it, so it will always be pretty solid, compared to some other industries,” he explains. “It is difficult to see how it will shape out in terms of trade agreements, but we are positioned to supply all of the markets and the best option is to have free movement of goods. But if there are changes to trade agreements that come into play, we will obviously just deal with them as they occur.”

Sue Pitman, MA, RD, FoodMinds Founder and Executive Vice President in the Washington DC office spoke with FoodIngredientsFirst and noted that the food and agriculture sector is now at a crossroads, domestically and globally.

“Given the challenges inherent in nourishing our growing world population and helping people adopt healthier lifestyles and with all branches of the US government “going red” in last week’s presidential election, Obama’s food policy legacy may be on the chopping block,” she said.

Under President Obama, America saw some fairly significant changes to food policies like banning trans fats, introducing farm subsidy reforms, reducing sodium and the GM food labeling bill that was signed into law earlier this year.

When it comes to food policy, Donald Trump’s allegiances and inclinations are yet to be defined, but FoodMinds “expect regulation across all industries to ease up.” Food and how it’s grown has an enormous impact on the health, economy, environment and security of America. Pitman says: “Under the new administration, we expect to see many functions of food and nutrition policy to be reviewed and analyzed based on costs and needs. This in turn may lead to changes in standards, funding and requirements for national food assistance programs and renewed efforts to fight new food labeling rules.”

“Trump has a vision to slash regulations and re-negotiate trade deals to create jobs and support American agriculture growth through exports. And he has made immigration a major part of his campaign, which will impact migrant farm labor in ways that are yet to be determined,” she adds.

Despite all of these anticipated changes, there is one thing both parties seem to agree on. According to findings of the FoodMinds Food Temperance Survey (2016), both Democrat and Republican opinion leader grocery shoppers support government intervention to improve the food environment. “While federal food policy stalls, local level activities are likely to become more active and we expect that best practices among community groups, local policy councils, and advocates will be successfully replicated across the country in other cities and states,” says Pitman.

“Clearly change is in store for the US food and nutrition landscape. The incoming President isn’t likely to put food policy at the top of the national agenda, but we’re optimistic that another leader on Capitol Hill will step up to advocate for healthy, safe and sustainable food for all,” she states.

The future health of Americans is undeniably important under a new President and as an industry, the global food sector is reliant on a stable and well informed leader. The hugely anticipated election has, of course, attracted public health scrutiny, uncertainty and criticism and once Trump takes up his new role in January 2017 this will certainly continue.

by Gaynor Selby and Elizabeth Kenward

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