Labels...
are sometimes viewed almost as an accessory to a product and its marketing campaign. That couldn't be further from the truth! A label is, in fact, a "point of sale" display which should promote your product even as it informs buyers. As a result, the label should be considered an integral part of any advertising program.
Label design is in some ways like your company logo. It should provide immediate recognizability to potential purchasers. But labels go beyond logos in that they also provide information, some of which is so important it may even be required by law. Labels may also span product lines which makes consistency crucial even when some differentiation is desired.
The potential sales impact of labeling is significant; various legal requirements and other complexities can also make labeling complicated. So it makes sense to work with people who understand you and your business, and who are also capable of meeting whatever labeling specifications may apply to your product!
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