Okay, I freely admit I’m nagging – especially after my previous column calling out hard-to-peel back labels and tiny type. But, I have two even more annoying complaints involving labels and packaging that really downgrade the customer service experience: Practically invisible expiration dates and packaging requiring extreme effort to open.

As a health-conscious consumer, I always want to know expiration/sell-by dates to make informed decisions about whether or not to use a product. Sometimes, the dates are big and bold. Other times, they’re so hard to find and read so as to be virtually useless. And then there are products that carry no such information (or explanation about why not). Am I supposed to presume that lack of an expiry date means the product is good forever? Of course not. How about a bit of guidance here so that consumers don’t have to guess or do research?

Practically bulletproof packaging, of course, does have three great uses: It prevents a lot of damage in transit, it helps protect the consumer by making such products as health supplements and beauty products tamper-proof, and it can child-proof products.

However, here’s where all this can go wrong:

Redundancy can create consternation. I have one health supplement with a tamper-proof plastic seal around the entire bottle and a hard-to-remove seal on the bottle neck. Other than to keep children away or to doubly reassure consumers (which does have merit in some cases), why does this packaging have to be so challenging? Is the company just trying to ward off sue-happy lawyers or really doing a public service?

Thick/hard plastic, extraneous padding make opening off-putting. Ever notice how it can take longer to unpack/open some products than it does to start using them? Particularly annoying are the ones where massive torque with a pair of scissors is slow going at best.

Label disclosures to the rescue
For both of these maladies, some clear, legible and easily found label information can work wonders. In the case of expiration and sell-by dates, there is no excuse for obscuring these – no matter what process is deployed to include them.

And, how about a label to clearly explain/provide tips about how best to unpackage items reasonably quickly and safely (some of that thick-gauge plastic gets fairly gnarly when you’re trying to pry sharp pieces off after scissoring them to death).

Also, deploy labeling to explain reasons for certain packaging decisions – especially in the case of redundant safety seals and a high need to protect items during shipping. People tend to be happier customers when they understand reasons for a particular type of packaging. Education can address and help set expectations, not just in the moment but also going forward.

Of course, additional bandwidth needed for all of this can cram too much information into a limited space. What are ways/workarounds to make labeling all it can be?

Strategize branding and messaging presentation. Increasing label size, deploying stickers, using QR codes, et al, all may merit consideration. When the container/package is large enough, bandwidth may not be an issue, but with small containers, space challenges can abound. In some cases, trying to include a right-sized, easily found expiration date on a primary label can be difficult for this reason. This is where a separate sticker containing this valuable information may fill the bill – similar to how some produce manufacturers handle it. Providing this valuable information may cost more, but the investment is worthwhile when considering customer satisfaction.

Review packaging and presentation strategies from the perspective of a senior. As Bette Davis famously said, “Old age ain’t for sissies.” Between sight impairment and strength and dexterity deterioration, seniors often have a tough time navigating both labels and packages. I’ve recalled her line many times while trying to open an obstinate package or eyeing the information I’m seeking. Think how if all the tamper-proofing and shipping considerations are warranted, or how the situation could be changed to make it easier to open something. Think about the difficulty of finding an expiration date (or an explanation about why the product doesn’t have one), and come up with ways to make this critical information more readily findable and readable.

Conduct hands-on research among buyers to get their views. At the end of the day, their views drive the day – and the state of customer service satisfaction. Regardless of how good a job you think you’re doing with making expiration/sell-by information easy to find and digest, see what your buyers believe. No matter how easy you may feel it is to open a container or package, check in with buyers to see what suggestions they have or what frustrations they are experiencing. Then, do your best to remedy as necessary.

While product manufacturers tend to concentrate on saving dollars and cents, I believe it’s time to prioritize common sense, in the name of customer service.


Mark Lusky is a marketing communications professional who has worked with Lightning Labels, an all-digital custom label printer in Denver, CO, USA, since 2008. Find Lightning Labels on Facebook for special offers and label printing news.