Products that need to withstand exposure in harsh environments for extended periods of time have special labeling requirements.
What’s behind a label matters for the consumer. Whatever the product, it’s about brand value, brand positioning, and brand identity. What does the label say about the product, and how does it capture consumer attention?
But when it comes to durable and compliance labels for products like chainsaws, water heaters, outdoor power equipment, lawn and garden products, power tools and related equipment, appliances, medical devices, among others, what’s behind the label matters for a completely different set of reasons. These products face a host of labeling challenges.
Labels, decals, product ID, usage instructions, and instrument panel overlays for these types of products have to withstand exposure to harsh environments for extended periods of time. Compliance standards from trade associations and the government dictate performance metrics. That’s something a jar of jelly doesn’t face. Still, a brand is a brand regardless of the product category or application use. In the end, the label simply has to perform, regardless of the variables.
For example, manufacturers of industrial products typically found at DIY home centers such as Lowe’s, Home Depot, and Menard’s all have strict requirements of what’s needed on the individual pack as well as the retail display box. Here, carton labels must not only depict the SKU numbers, they also must carry product specific information like size, length, diameter, etc. The label must also provide a graphic representation or picture of the product, as well as drive brand differentiation. On top of that, the retail outlets have market-specific requirements for the Unites States, Canada, and Mexico.
Manufacturers of these types of products also face different demand cycles for their products. Instructions-for-use and other operator information have to remain current, thus manufacturers face the ongoing challenge of eliminating waste due to obsolete materials and product revisions.
When it comes to durable and compliance labeling, keeping tabs on all the variables is both a challenge and an opportunity. Do it right and you eliminate lost productivity, reduce costs, and keep consumers in the know about the products they use.
David Guelzow, Product Manager for Durable and Compliance Labeling