3 Ways That Consumers Are Driving Label Personalization

In recent years, we’ve seen increasing demand among consumers for more personalized products, services and experiences—which has ultimately compelled brands to custom label everything from sneakers to daily multivitamins. This demand is even greater during holidays and major retailer sales like Amazon Prime Day.

Even more traditional applications for customization—such as product identification, shipping and prescriptions—have been enhanced by integrating data management technologies with the capabilities of a printing press. This has allowed distributors to deliver products to their customers in ways that are more personal and innovative than ever before. Plus, when customers play an active role in customizing their products, this collaboration fuels brand loyalty over the long run.

Whether personalization is used to elevate a product line or more effectively manage customer data, these three trends will help you meet your customer needs:

Label Variations for Similar Products

One of the main benefits of customization is the ability to print different label variations for similar products. Examples of this could include a customer that carries a line of homemade jams with a variety of flavors, or a cosmetic company that produces nail polish in every color of the rainbow. For instances like this, the use of digital printing for label customization allows you to print a spectrum of high-quality designs in the same run—all while keeping costs low.

Inkjet labels are another great solution when this type of variation is needed. Customers can choose from stock and custom inkjet labels in a variety of film and paper facestocks that can be custom color printed at the time of application. This ranges from warehouse paper labels that add color for the visual organization of SKUs, to more durable container labels.

Variable Data Printing for Product Identification

There is a huge demand for variable data labels with applications that require product identification, preprinted warehouse LPNs, shipping and more. In fact, a recent study by The Freedonia Group revealed that demand for pressure-sensitive labels accounted for 77% of total label value demand in 2020. This is largely due to the rise in track-and-trace labels in transportation and distribution markets, as well as higher e-commerce activity.

When producing labels that contain barcodes, consecutive numbering or other tracking information, it’s imperative that no two labels include the same data. Digital printers can adapt to algorithms that allow variable data labels to be consecutively printed on the same roll or sheet. For example, if a customer needs to assign numbers to each product, it saves significant time to automatically assign a number to a label as it’s printed and then manage that data thereafter to avoid any repeats. At I.D. Images, we offer a wide range of variable barcode labeling solutions.

A Demand for Brand Experiences

As consumers demand a more personalized experience from brands, this trend has quickly trickled down into product labels. The generic label is a thing of the past, with consumers being increasingly drawn to more unique labels—such as those personalized with their names, favorite quotes, special dates and more.

Label customization can greatly elevate the experience of buying consumer products—ultimately helping to increase sales. Plus, consumers perceive customized items to inherently be more valuable, which increases the likelihood they will be shared via social media or word of mouth. In fact, a study by Forrester revealed that 77% of consumers have chosen, recommended or paid more for a brand that provides a personalized experience.

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