In the first of a series of articles, Harveer Sahni looks at the background of packaging and package printing, and assesses the role played by labels. Part one of this series of articles 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.
Over the years, packaging experts have continued to draw inspiration from nature. There is no shortage of examples: bananas, oranges, coconut, nuts, and eggs. In earlier years these ‘natural packages’ were all that was necessary because people bought and ate fresh food.
Affluence brings a change in demand
Rising literacy levels in urban India resulted in increased employment and higher disposable incomes, bringing about a change in lifestyle. As more members of urban households started to venture out to seek gainful employment, time became a commodity that was in short supply. There arose a need to buy food for many days in one go. Initially, the refrigerator was enough to store food, but as the need to store food for a week, a fortnight or a month was felt, scientifically created packaging that could prolong the shelf life, as well as tempting the customer to buy products off the shelves in modern day retailing, became an imperative. With this also emerged the need for highly decorated and eye-catching labels! Read the full article in our eDossier “The life of a label.”
The label is the most communicative part of packaging as it stirs the initial impulse to pick it up and read it. The label establishes the identity of the product and it is the direct link between the product and the consumer. A good label makes the product identifiable, and delivers the desired communication from the manufacturer to the targeted consumer. It is a unique selling tool once the product is in the buyer’s hand, and delivers more value than a sales person, because it focuses the consumer’s attention.
The overall package consists of primary packaging, which actually contains the product being sold, secondary packaging, which would hold the primary packaging carrying the main product, and finally the tertiary packaging, or the shipping carton that would be used to transport the packaged consignment to its destination.
The label, as we refer to it, is the face of any product as it is fixed to the primary packaging. However, it also finds a use on the secondary and tertiary packaging, serving various end purposes. The primary packaging is the most important part, because it is designed according to the product – whether it is a powder, liquid, semi solid, solid or tablets, etc. The all-important label has to be fixed to the primary packaging and stay with it during the lifespan of the product in use. Learn more about the “The life of a label” – you can easily download it in our shop.