In this era where consumers are constantly bombarded with sales pitches – in everything from browsing to TV – product labels that serve instead of sell are likely to build rapport and revenues alike.

Many consumers are tired of hype and grandiose claims, and just want easily digested, straightforward information so they can make a straightforward buying decision. Too often, labels cluttered with marketing gobbledygook leave little space for such important disclosures as directions and ingredients.

As a result, consumers are subjected to tiny type and hard-to-find information. No one should experience either malady because of too much sales content.

Even though peelback and extended content labels offer additional room, this doesn’t justify having to peel back the label or read to the end of an extended content label to find such basics as directions, ingredients, and expiration dates.

When all is said and done, marketing/branding sows the seeds for sales but giving customers clear and accurate intel keeps them coming back.

While there are exceptions in such areas as beverages (especially alcoholic ones) that scream out for glitz and glamor, the best rule of thumb is to make it easy and fast to find key information. Generally speaking, function needs to prevail over form.

To help identify what to do, let’s look at a few examples of what not to do:

1. Don’t bury or obscure “sell by” or “use by” expiration dates. When a consumer has to dig deep to find this important information or it’s difficult to read, the product manufacturer is doing the consumer a disservice. The same is true for disclosures that say to use the product within a certain timeframe and/or refrigerate after opening. No one should have to scour a bunch of fine print to find this health-supporting information.
2. Don’t make label readers endure tiny-type disclosures. It’s better to expand physical label terrain (e.g., peelback or extended content fold-out labels) or offer a QR code/other link to more information where space is more plentiful. This will help avoid trying to cram too much into too little space.
3. Don’t let typos make it to final, mass-produced labels. Nothing can compromise a perception of product integrity more than misspellings and other mistakes. I cringe every time I see Amazon product explanations and disclosures full of grammar and spelling mistakes. Because it’s so common, I’ve grudgingly acquiesced to look past the presentation issues when the product appears otherwise credible and quality-conscious. The biggest problem with label mistakes is that they call into question quality control and attention to detail of the product itself. After all, if the label is flawed, it’s logical to wonder if the problem extends to the product.
4. Don’t fill extra space with marketing. Aim for a label that’s clean and uncluttered if possible. The idea of filling any “open” space with marketing-related graphics or content is ill-advised. In a world that’s over-complicated, over-cluttered, and generally over-done, give consumers a break with labels that are simply presented and that provide the important “stuff” without them having to hunt for it.
5. Don’t include “made up” or questionable certifications. USDA organic certification is one thing. Presenting a dubious or obscure credential – much like typos and misspellings – winds up doing more harm than good. People are sick and tired of BS and P.T. Barnum-like claims that wind up being nothing more than empty promises. Product manufacturers including certifications of any kind had better be able to document their veracity or face the consequences.
6. Don’t use language that’s suspicious or manipulative. One of the worst things manufacturers can do is exaggerate or misrepresent positive product elements. Such terms as “natural” and even “organic” can be subject to interpretation and manipulation. Citing a very small serving size that’s far less than most people consume to make the product appear better is another no-no. Anything citing “whole grains” merits a thorough review to see if that statement is actually true. Another land mine can be “no added sugar.” That doesn’t mean the product is low-carb or low-sugar. Then there’s the misleading high-profile claim about something being made with olive or avocado oil, when in fact there are multiple other, less desirable, oils also included in the ingredients list.
   As misinformation and disinformation grow in the world-at-large, product manufacturers can restore trust with labels that are honest workhorses, not show horses.

Mark Lusky (www.markluskycommunications.com/mark-lusky-bio) is the president of Lusky Enterprises, Inc. (www.markluskycommunications.com), a 41-year-established marketing communications company dedicated to clients that live and breathe trust, likeability, and respect (thereby eschewing the “lie, cheat, steal” culture so prevalent today). Contact him at: 303-621-6136; [email protected].