Why Your Label Is More Than Just a Sticker
If you’ve ever called your product label a “sticker,” you might have made a label professional like Anton Concepcion wince. Labels aren’t just decorative - they’re functional, informative, and essential to selling your product.
Labels Tell a Story (and Make the Sale)
As Anton Concepcion puts it, “Your first product will sell because of your label. The second will sell because of your product.” For new brands, the label is often the first and only chance to grab a shopper’s attention.
A good label does more than look nice:
It communicates the product’s identity and purpose
It provides required information like ingredients and nutrition facts
It builds brand recognition through consistent design
Designing for Shelf Impact
Big brands like Coca-Cola can keep their labels simple becuase of major brand recognition - everyone already knows the product. But for small or new brands, labels need to stand out. Shapes, colours, textures, and finishes all play a role.
Specialty options like laser die-cutting can create unique shapes that match your brand’s personality. Metallized or holographic substrates add eye-catching shine. And well-placed foil accents (done efficiently with metallized stock and selective white ink) can elevate the look without breaking the bank.
Function Matters Too
Beyond design, a label must survive its product’s journey. That means choosing adhesives and materials suited to the product’s environment - whether it’s freezer-safe adhesive for ice cream tubs or tamper-evident stock for pharmaceuticals.
Selecting the wrong material can be disastrous. Anton recalls a job where the wrong adhesive was used for frozen goods: “They were labeling frozen ice cream containers, and the labels just slipped right off.” The job had to be redone on the right “chill” stock.
Quality Control: The Last Line of Defense
Before a label leaves the shop, it passes through multiple quality checks. Press operators monitor for print defects. Finishers ensure cuts are accurate. Rewinder operators inspect each roll for alignment, lamination quality, and correct files.
Why the Terminology Matters
Calling a label a “sticker” diminishes its role. Stickers are fun, decorative, and optional. Labels are business-critical. They help products get noticed, inform buyers, and, in some industries, meet legal requirements.
Final Thought:
Invest in your labels like you invest in your product. Work with a printer who understands both the artistry and the technical precision required. Because a well-designed, well-produced label isn’t just packaging - it’s your silent salesperson.
