The Grammar of Good Labels

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Signed, Sealed and . . . Labelled! 
Every label tells a story. Actually — not just one, but many stories. There is a story that comes with the brand logo printed on the label. That is the story that the product user gets to see. It is the story of what the brand stands for and what is being offered inside that particular pack as well as which agencies have approved that product. But, read between the lines and several other stories emerge. The quality of the label somehow represents all these stories. There is the story of the pack itself — its size, shape and closure system. How comfortably and in what size the label has been positioned on the pack tells this story. There is another story of the label materials used and how they have been applied. This is a story of technical competence — or incompetence, as the case may be. Finally there is a story of the design selected for the label. This is a picture of the design team and their grasp of the complex mix of art, form, typography, print process, label materials and the technology that go into the emergence of great labels. Labels, for example, like the international Carlsberg or the more familiar Kingfisher are timeless and iconic. Such labels not only carry the story of the brand, or product but in many ways align themselves so strongly with consumer sensibilities that they contribute to the growth of an entire category.   ...cont´d

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