Variable labels are printed on demand to feature unique aesthetics and information, such as images, text, and numbers, to name a few. An example of variable labels that are designed for consumer appeal are water bottle labels that contain a message for each attendee to a wedding or a corporate event. Similarly, Coca Cola has printed people’s names on the front of its plastic cola bottle labels with the same appeal in mind.
Variable Label Appeal
Speaking of appeal, what makes variable labels so attractive to consumers? This is a question every company should answer concerning its target audience before it uses variable labels for product distribution. Obviously, the appeal of variable labels to one customer demographic may be different than the appeal of the labels to another. However, there are certain appeals of variable labels that tend to transcend target audience parameters, particularly the four below.
The modern depersonalization of consumer products can be traced back to the Industrial Revolution, when companies became interested in cranking out as many products as possible within a given period of time to increase profits. As consumers, we are used to this scenario today. So, it pleasantly surprises us when we see a product such as a Coca Cola bottle with our name on it. It is not only the personalization that counts, but also the fact that it is so unique.
Consumers are also attracted to variable labels because some companies that use the labels accept custom orders, as long as a certain number of units are purchased. Imagine planning a Christmas office party and having one or more types of prepackaged beverages with each attendee’s name on them. Everyone wants to throw a party that won’t be forgotten, and using customized drink containers can be one element of throwing a party that achieves the goal.
In the minds of many consumers, something that looks new is new, even if the product is the same as before, with new packaging. When companies roll out different creative packaging options for the same product, sales numbers often insinuate that consumers are interested in more than just the usable part of the product. As admirers of aesthetics in various forms, they are also interested in the creativity that went into producing the eye catching, diverse packaging.
- Limited time
A particular company’s specific uses for variable labels probably won’t last forever. Thus, customers are attracted to the labels based partly on the ephemerality of the label presentation. Knowing that something won’t be available forever naturally encourages us to “get it while we can.” This is one reason why time sensitive marketing incentives work so well at selling temporary products. Consumers don’t want to miss out on what may not come around again.
Looking for Variable Labels?
If so, you have come to the right place. Flexo-Graphics is a full-service label printing company that handles the entire creative cycle for producing variable labels, including: R&D / need assessment and management of graphics, color, print, and warehousing. We also provide E-tools and client support to offer a best in class customer service experience. To learn more about our variable label solutions, call us today at (262) 790-2740 to get started.