The Evolution of Labels

For product labels, one-step printing simplifies processes and eliminates an extra step of using stickers or markers to add color, while also creating a streamlined, more professional looking label.

From traditional identification to smart packaging, the technology needed to create functional, creative and compliant labels.

By Tessa Kohl, product manager of DX Solutions, Epson America, Inc.

Labels are a critical component of any product. Without a label, a product doesn’t ship. Beyond product applications, labels are used in daily operations across various sectors, including logistics, warehousing, distribution, healthcare, and tradeshows and events.

Product labels have a long and rich history, with many evoking sentimental feelings or a strong brand association. First used in the late 1800s, image-centric labels were created using lithography. The introduction of color into this process transformed the industry, however the more color used in an image, the more complex the production process. From canned and jarred goods to crates of fruits and vegetables, colorful, eye-catching labels were used to attract attention and create a brand image.

These creative and engaging labels historically took a lot of effort, resources and extra cost to produce. And given the technology available, they had to be standardized for efficiency, rather than dynamic with customizable information. Today, businesses are more easily able to incorporate dynamic color, as well as barcodes, QR (Quick Response) codes and RFID (Radio Frequency Identification) into labels. These smart tools have dual benefits for businesses both internally with operations, as well as externally with customers.

To produce functional, creative and compliant labels and packaging, businesses need a flexible and reliable solution that delivers when it comes to printing eye-catching, colorful labels that visually reflect a brand and its quality.

Businesses can use color on shipping labels to provide clear instructions for packages that need special or expedited processing.

Smart Packaging

When it comes to smart packaging, there’s a notion that packaging or packaging processes need to have an IoT element – such as embedded sensors or intricate data and connectivity components – to be considered “smart.” Simpler, yet still “smart,” elements, such as QR codes and RFID, can also help brands and businesses level up packaging appeal, customer engagement and convenience. And, they are easier to design, create, print, and integrate into production.

QR codes re-emerged in mass a few years ago as a result of the COVID-19 pandemic and the limiting of hard copy and physical items – such as menus. Most people have a cell phone with a camera, so businesses and brands have incorporated QR codes onto labels and packaging. It’s an accessible and convenient method of using just a small section of packaging to unlock interactive experiences for customers. For example, craft breweries and wineries often incorporate QR codes that direct customers to multimedia assets about the brand, ingredients or flavors as well as a path to sales.

Separate from customer engagement, on the backend, businesses use QR codes, as well as RFID, to track assets and shipments, helping to provide insight and streamline shipping operations. They also help brands with near real-time insight into customer behavior and feedback, and RFID is leveraged for in-store product inventory tracking and loss prevention. This shift from passive to active intelligence allows businesses to make informed decisions that drive growth and enhance customer experiences.

Product Labeling

Oftentimes when creating product labels, brands and businesses struggle with balancing creativity and compliance. Compliance requirements can change frequently in certain markets, such as food and beverage, beauty and household products, beckoning label and packaging changes.

Businesses in the chemical industry must abide by strict Globally Harmonized System of Classification and Labelling of Chemicals (GHS) labeling requirements. In addition to meeting requirements for including color identifiers, text or pictograms, the labels also must be extremely durable, adhesive and remain readable without fading when exposed to harsh conditions.

In most industries, label and packaging regulations play a major role in daily operations, and with ever-evolving regulations, businesses need label printing solutions to be simple and reliable. There’s little time for troubleshooting technology, tracking down pre-printed color label rolls or two-step thermal transfer printing processes when you need to get a product out the door.

Shipping Labels

Smart shipping labels are the most recent example of label and packaging innovation. As companies look for innovative ways to engage customers, businesses have started to transform black-and-white shipping labels to colorful shipping labels to help elevate their brand. Rethinking shipping packaging is a new opportunity for businesses to leverage shipping labels for marketing purposes, reduce material and labor costs, and streamline operations. It can help brands and businesses increase customer stickiness and engagement by including attention-grabbing, color promotions, product announcements and cross-promotional opportunities on shipping labels.

In our digital world, most businesses now have some form of an e-commerce sales path. Shipping operations – whether handled directly by brands or managed for businesses in distribution centers, warehouses and fulfillment centers – are inherently complex. These are fast-paced environments with constant product movement and complicated workflows.

A Digital Commerce 360 study on shipping and delivery found that consumers are most concerned with free shipping, quick delivery timeframes and product availability. Therefore, low shipping and operational costs, operational efficiency, accuracy, and inventory are top of mind for distributors and online retailers.

The brands reimaging shipping labels as marketing tools are also rethinking their use for internal operations. For example, to improve shipping accuracy, businesses are highlighting critical information on shipping labels to provide clear instructions for packages that need special or expedited processing. They are reducing material and labor costs associated with dropping in coupons and flyers.

Finding the Right Technology

Creating functional, creative and compliant labels and packaging while keeping operations simple, seamless and accurate is critical to businesses today. To do so, reliable and flexible, yet easy to use, printing technology is imperative.

At the foundational level, there are many requirements when it comes to reliable printing technology to streamline packaging processes, reduce errors and misprints, increase productivity, and ultimately enhance the overall look and reputation of their products. Regardless of the industry, a printing solution should be reliable, deliver high-quality labels with crisp images, barcodes and text, and be simple to integrate into operations, use and manage.

The reality is that the conventional method – stockpiling pre-printed label rolls, adding variable data with a sub-par thermal transfer printer, then dealing with potential misalignment issues and excess inventory – may not suffice for efficiency, quality or customization.

In addition to considering the reliability, flexibility and simplicity of a printing solution, evaluating its environmental benefits is also important, as sustainability is a major focus across industries. Businesses are looking for technology and techniques that minimize waste and environmental impact. Printing technology that supports efficient ink usage, low power consumption and low consumable waste can help move the needle when it comes to environmental impact.

Investing in reliable, flexible and simple printing technology is a smart move for brands looking to make a positive impact in a competitive industry. The best choice is to invest in printing technology that allows businesses to effortlessly adapt to evolving and specialized printing requirements, providing countless possibilities for innovative packaging solutions to ‘do labels differently.’

About the Author

Tessa Kohl is the product manager for DX Solutions at Epson, working to expand Epson’s digital offerings across color label and point-of-sale solutions.  Learn more at https://epson.com/usa.