Label advances connect to consumer aspirations
In the current pandemic scenario, there are challenges and opportunities for brand owners and converters, and advancements in characterization printing technologies, finishing systems, and label innovations tin can be the key to success. Keeping this in mind, Packplus organized a webinar titled 'Labels – Connecting Consumer Aspirations' on 24 July 2020.
Changes in consumer preferences
Changes in consumer behavior are shaping the manner packaging and labeling is evolving today. Reetika Prashar of Procter & Risk health gave alive examples of companies that grabbed the run a risk to convert the crisis into opportunities. She gave examples of Bajaj Consumer Products, which launched a sanitizer using its existing product lines and Amul tapping the opportunity of hygienic prasad at temples by launching Panch Amrit.
She observed the shift in consumer decision-making from value-led to trust-led decisions and a change in consumer behavior from offline to online. An instance of accidental removal of barcoding on a pack by the sanitizer on her hands, compelled her to remind the audience of the demand to focus more than on the label's functional aspects.
Emerging technologies
During this pandemic, i of the biggest challenges is building the right level of trust with the consumer. Packaging being the first real interaction of the product with the consumer, it tin translate product attributes and the brand value.
Co-ordinate to Gagan Deep of the Himalaya Drug Company, the biggest challenge for packaging professionals is to bring all elements into the packaging blueprint — communicate the brand proposition properly, brand benefits, communicate with purpose, and sustainability credentials that the brand is pursuing.
"Many brands exploit technologies like augmented reality to better communicate with the consumer through the characterization," he explained. "With the help of digital press, we tin can now impress labels specific to the client and build brand loyalty by showing that we intendance for the consumer."
Challenges or opportunities
Amit Saurkar of MTR Foods said that in Covid times, the product feel is missing while in that location is a change in the procurement and lodge styles. "The consumer focus is on hygiene and no-affect shopping. In the coming days, nosotros volition run into majority purchases of staples and fewer store visits," he suggested.
According to him, we need to learn, unlearn, and relearn the conventional means of working at this time. Seeing personalization taking center stage for brand loyalty, he said, "Many brands are opting for QSR chains to penetrate deeper into the market with more than new product trials."
Characterization design for label life bike
Jikul Purohit of Unilever spoke of the sustainability initiatives taken by the visitor while designing a characterization. There is a need to focus on the recycling behavior of the materials used for packaging or labeling. "When I design my characterization, I take care of four important R's – Reduce, Recycle, Reuse, and Responsibly sourced." Purohit presented a case study on love, beauty, and the planet – Unilever's personal intendance brand.
Digital printing improves aesthetic entreatment and enhances consumer engagement. Umesh Kagade of HP India expressed his thoughts on consumer date and sustainability. Co-ordinate to him, from a consumer engagement perspective, personalization can take off. "Although sustainability has taken a back seat, for now, digital press plays a large function in sustainability as it helps to save a lot by printing what is really required."
Trust is alee of value
"For a consumer, trust is ahead of value," stated Ranesh Bajaj of Vinsak India. Every bit nosotros move away from the store shelves to the eCommerce sites, functionality is gaining more importance over aesthetics. "There is a demand to blueprint a functionally effective and sustainable packaging, every bit sustainability will be there for many generations to come up." He said at that place is a demand to brand consumers aware of recyclability. Incentivization initiatives can motivate consumers to contribute to recycling streams proactively.
Puneet Duggal of Kap Grouping stated that the Coronavirus had increased the demand for packaging. "The customer wants the packaging to be tamper-evident, as information technology gives him the satisfaction that the pack has been packed in the factory and has not been tampered on the way."
Denver Annunciation of Janus International highlighted the demand to pivot fast with 1/x of the workforce and evangelize on fourth dimension. He said that when end-of-line inkjet nozzles dried up and jammed in the lockdown, the unique capability digital printing immune him to incorporate the terminate-of-line statutory variable information in the printed labels themselves. Digital printing of labels with less workforce and increased flexibility and security has been vital to keeping the supply chain of nutrient, pharma, and other products running during the evolving return to the new normal.
Primal takeaways
Label pattern plays a critical part in exploiting the believability factor and bring in the consumer confidence factor. There is a need to focus more on the functional attribute of the packet. Traceability and authenticity are coming into the picture as the customer today wants to explore more virtually the product and to connect with the make directly. Trust scores ahead of value.
Source: https://packagingsouthasia.com/type-of-packaging/labels/label-advances/
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