Labeling on packages can influence the purchase decision, by either informational or aesthetic means. Informational labeling provides information about the product such as nutritional facts on the food packaging.
It used for identification, promotion, informational and legal purposes.
Until recently particular in the developing nations, packaging has been considered a minor element in the marketing mix. The traditional objectives of packaging have been product protection and consumer convenience.
A label can be part of the packaging itself or a separate feature attached to the packaging. The label on a can of Coke is actually part of the can, whereas the label on a two liter bottle of Coke is separate and can be removed.
Label can be small or large relative to the size of the product and packaging and it carry varying amounts of information. The color used on a products package or label is also a vital part of branding.
The size and shape of the label is sometimes a key to brand identification. For example Heinz uses a unique crown shape label on its ketchup bottles.
The sales appeal aspect of packaging is so important in modern retail selling for so many reasons that a lot of attention has to be devoted to the surface design of packs.
Labeling on packaging
