Packaging and labelling: Avoiding the blame game after product launch

When expectations about a new product aren’t met during a launch, tensions can arise between brand owners and manufacturers. The possibility of misconceptions is heightened whenever multiple manufacturing companies are involved. Working together in one location can result in better coordination and product outcomes.

During a product presentation, there are high expectations about the visual aspects of the product. Receiving a final product output that is not as aesthetically appealing or exciting as envisioned is a classic dilemma. These situations often lead to a debate about who or what should be blamed.

Coordinating different production areas

One of the main label production processes involves the use of Pressure Sensitive Labels (PSL). Typical application areas for PSLs are product descriptions or as a decorative packaging medium. For this reason, typical questions about unwanted product outcomes are directed towards the quality of the following:

• Artwork
• Value additions
• Embellishments
• Choice of raw material
• Labelling applicator

This means that the blame is directed towards the people or company behind these choices. Neither side wants to be the loser or culprit, and so the blame game begins.

Read more: 7 indications you should change your label manufacturer

Avoid separate manufacturing sites

Our decades-long experience here at Skanem India means that we have witnessed these types of situations numerous times. It’s a common challenge within the industry. Therefore, we would strongly advise having your PSL labels and applicators/machines under the same roof.

It can save you a lot of trouble and will enable you to:

• Gain a better understanding of the customer’s needs.
• Gain a collective understanding of the brand owner’s preferred outcome.
• Reduce the chance of misunderstandings regarding artwork, embellishments, substrates, and use of applicators.

Every person and production area plays a vital role in the final output of the product. It’s very easy to point fingers in a different direction than your own once the damage is done. A little prudence can go a long way, and communication becomes easier when everyone is on the same page to begin with.

Read more: 3 ways to enhance productivity with an automated labelling machine

All-in-one manufacturing solution

As an all-round labelling solution provider, we truly believe that working closely with our customers will lead to success. Utilizing experiences to implement positive changes leads to mutual benefit for everyone. That is why we work strategically throughout the entire manufacturing process:

• Submitting jars/bottles and the label Key Line Dimension (KLD) with artwork for an alpha validation before the new product is approved for manufacturing by the brand.
• A professional team of designers and operators study the product’s shape. The dimensions, specifications, and artwork of the label are customized for the curves, grooves, and ribs on the bottle.
• Any corrections needed for the product (bottles or labels) are identified on-site and suggested to the customer. The product is preserved, and the output of labelling is free of any wrinkles, bubbles, or warpages.

This approach ensures that the label and packaging of the final product are as close to the intended wants and needs of the brand owner. It also helps avoid a blame game, especially when it doesn’t lead to a win-win situation for any side.

Read more: The power of effective labelling and packaging for start-ups

If you need to know more about how to win and succeed in the first go of a product launch with PSL, feel free to contact us.