As the “front entrance” to product presentation, labels offer unique opportunities to build positive customer relationships – or create obstacles to them.

Cases in point on both sides of the equation: labels providing clear, accurate information on product contents and access to more information as desired are relationship-builders. Providing the information in teeny type or forcing buyers to peel off the top layer of the label (which can be a balky, frustrating process) to get critical information can be surefire bets to ruin a relationship.

One highly positive label contribution is the addition of QR codes to enable consumers to find as much information and/or entertainment as the manufacturer cares to impart. Because QR codes are essentially links to digital content, websites, comparison charts, educational information, and entertaining additions, all can be fertile ground for access. Manufacturers have the power to create content that’s highly useful to, and appreciated by, customers.

It’s even better with the creation of a dynamic QR code that enables changing, updating or expanding the linked content without having to reprint the label. A recent Lightning Labels blogpost explains the options: “Dynamic vs. Static QR Codes…Static QR codes contain fixed information that cannot be changed once the label has been printed…Dynamic QR codes allow creators to change the information within the code without needing to order label reprints.”

A negative label issue, which occurs way too often, is inaccurate or mistake-laden labels. Lack of accuracy when it comes to ingredients – especially with health and beauty products – can lead to loss of reputation and even company demise.

While not usually as egregious a problem, label misspellings, grammar mistakes, and the like can plant uncertainty and lack of confidence in the minds of consumers. I’ve actually refused to buy a product with label content mistakes because of seeds of doubt about quality control. If they’re not paying attention to the quality of their labels, where else are they being inattentive (e.g., quality control in the actual manufacturing of the product?)

Sometimes the difference between a positive and negative customer experience is a matter of common sense across the entire buyer spectrum. For example, small-type labels that a tech-savvy crowd might address with a smartphone magnifier can be a royal pain in the eye for others.

Common-sense ways to help make labels more readable include:
• Offloading some information to QR code-linked digital repositories, in turn enabling using larger type fonts. Where regulatory requirements mandate including a volume of information that necessitates smaller type, let consumers know the same information is available via QR code or website URL. In cases where consumers may be reading at the point-of-purchase, a QR code that can be easily scanned by a smartphone is likely the most convenient option.

• Using the most easily-read type fonts, regardless of size, along with the most high-contrast ways to view them. This is where a capable graphic designer can be worth his or her weight in gold. Everything from typeface and colors to label substrates, along with finishes and effects, can contribute to – or detract from – label readability. In many cases, a good graphic designer can transform a label from a bunch of “illegible gobbledygook” to a work of art. It’s well worth the time, energy and money to engage a graphic designer when facing readability challenges or even just wanting to improve the quality and impact of the overall presentation. And, of course, a stellar printing job is a must to capture the clearest and cleanest label look possible.

• Expand the printed “disclosure terrain” by including important information on packages containing product containers. This has its pluses and minuses. While reading a box at the point-of-purchase can provide valuable disclosures, most people don’t want to keep the box around after opening the product. This is where QR codes on the product container can come in handy, giving consumers an easy way to check or recheck information once the box is gone. This also may be just the ticket for consumers unable or unwilling to deal with peelable labels. (In my experience, they tend to be more trouble than they’re worth. Too often, I’ve wound up prying off the entire label versus just the first layer.)

• Simplify. This is often the most overlooked possibility. While some industries are progressing toward simpler designs, color schemes, and “less is more” when it comes to verbiage, others (either because of regulation necessity or just committed to fill up every bit of white space) are still cluttering their labels to the max. In a world that’s already way over-complicated, consumers are increasingly gravitating toward simplicity wherever possible. That includes labels.

Looking at labels as something to “slap on a container” is way under-valuing one of the most important elements of product appeal and ultimate success. Make the commitment to do it right to help build customer relationships.


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.