The recent improvement in digital label printing technology and the use of the internet means that smaller businesses can compete strongly against bigger players. No longer do you need to print labels from your home printer because digital label printing is affordable today. Also, you can sell products successfully without using the largest retailers. There are many ways of finding your target market.

The application of your product labels is one thing that often gets overlooked. If you are starting out or only selling a small number of products, then you probably have no option but to apply your labels by hand. I cannot provide any secret formula to doing this accurately. Just take your time and start with one edge until the label is fully applied. One thing that will make it easier for you is minimise the number of different bottles or containers. If you sell your products in multiple flavours or sizes, then it is important to keep costs down when your product labels have multiple sizes and designs.

As your business grows, then you can think about applying your product labels through the use of a small machine. Once you get used to the machine, there is no doubt your labels will be consistently straight. I suggest you do your own research as to what machine suits your product. Here is a link to one option.

There other options and you should research those options thoroughly.

Advantages Of Using A Bottling Company To Apply Your Product Labels

The best way to apply your product labels is to use a professional bottling company but there are limitations due to the container you choose. Not every product lends itself well to machine application. There are two advantage of using a bottling company. Firstly, your labels will be straight. Secondly, application is fast and this helps you to get your products to market quickly.

If your products come in bottles then you will have the choice of using many bottling machines. Many bottling companies will also fill the bottles for you. If you are a larger company, then you may prefer to buy your own bottling equipment. It is not likely that your product labels will be printed in-house so it is important to advise your label printing company which one of the eight roll directions for product labels applies to you. Most likely, it will be Roll Direction 3 – Outside right edge leading or Roll Direction 4 – Outside left edge leading.

If you have a label at the front and a second one at the back, then your labels could be applied separately or they may be applied at the same time. If your front and back labels are applied to your bottles at the same time, then a special die may be required and the labels will have a common gap to enable the labels to be applied by machine. The stock or more importantly the glue must be strong enough to adhere easily to the bottle but not be so strong that it sticks to the bottle too quickly and does not wrap around the bottle as it should.

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Not surprisingly, the Australian Institute of Packaging provides a strong case for tamper-evident packaging. The idea behind tamper-evident packaging is to show clearly if the barrier to entry has been broken or clearly breached.

Is it really that important to add another layer of protection to your food labels or packaging? Well, the shareholders of Heinz would certainly think so. Back in 1989, Heinz was forced to remove baby food to a value of 30 million pounds from supermarket shelves in the United Kingdom after some of its food was contaminated by glass and razor blades.

Reference: https://www.qfood.eu/

It is not just big business that should use tamper seals or some other form of tamper-evident packaging. If your small business sells food products, then tamper seals for your food labels may be a wise investment. Below are a couple of uses of tamper seals for jam and honey.

If you take a walk down your local supermarket, you will see both tamper seals and shrink seals to provide protection for food and beverages. If you are selling jam on the side of the road, then tamper seals are not really necessary but once you expand into retail outlets, then tamper seals and shrink seals have an important role to play in the success of your business.

The tamper seals go over both sides for the honey labels and just one side for the jam labels. You can easily get jar labels to go from the side of the jar to the lid. The tamper seal can be part of the label as in the above examples or used as an extra label. If using a tamper seal as a separate label, then it must be the same stock as the other labels, i.e. normally a synthetic label with a laminate of varnish coating to provide protection in the fridge and for your food coming in contact with your labels.

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Twenty years ago, almost all product labels were printed on offset machines but today digital label printing is the new norm. This is because the two previous disadvantages of colour accuracy and speed are substantially reduced.

Our HP Indigo 6900 label printing machine prints your product labels extremely quickly for a digital machine. The new digital label printing machinery for Renton’s Labels in 2020 has been a complete revelation. This machine is capable of printing hundreds of thousands of labels in one day, something that would not have been possible just 5-10 years ago.

The biggest concern with digital label printing has always been the ability to match PMS colours for your printed labels. PMS stands for Pantone Matching System. It is a system that allocates a number to literally thousands of colours. It enables large and smaller businesses for that matter to consistently produce their company logo and other colours in the same colour even if their printing shifts to a different supplier.

All digital label printing machines use a percentage of Cyan, Magenta, Yellow and Black to produce their colours. Flexographic label printing machines and other offset machines produce their colours by using four printing plates and the ink is printed on these plates one at a time, i.e. cyan, magenta, yellow and then black.

For digital machines, the computer program calculates the appropriate percentages of cyan, magenta, yellow and black that will produce the required colours for the printed material. This is called CMYK and when digital printing was just starting out at the turn of the century, the biggest complaint of customers was the difference in colour from digital printing to the traditional offset methods.

That difference still exists but a customer is not going to be able to tell the difference when your product labels are printed digitally on modern state of the art label printing machines. Our new HP HP Indigo 6900 label printing machine can match PMS colours almost exactly. When this is added to the speed of the machine, then there is a compelling case to print most labels digitally. In fact, this year we have printed over 100,000 labels at a time and over 6,000 linear metres on quite a few occasions this year. These jobs would not have been printed digitally over five years ago because the technology would not have been good enough.

These features are all well and good but what does it mean for you, the customer. Basically, you get:

1. Very high quality labels – at least equivalent in quality to its offset competition.
2. Faster delivery since labels are printed quickly without extensive setup times.
3. Lower prices due to faster speeds and lower cost of ink and materials.

When you order your product labels, you are basically paying for five things:

1. The use of the machine.
2. The labour involved in operating the machine
3. The stock including the labels and finishing items such as laminate or varnish.
4. Ink
5. Setup – Sometimes a new die is required but no plates are required with digital label printing

Ten years ago, digital label printing was primarily used only for short runs, i.e. those under 1,000 labels but never more than 10,000 labels. It would have taken far too long to print your labels digitally on even such medium length runs due to the higher cost of materials and the extra time needed to print these labels.

That has changed now. Today, the first option is to print your labels digitally and the offset machinery such as flexographic machines are there to backup the digital technology.

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We strongly believe we can show you how to minimise anxiety around product labels. You have developed your products, sourced your containers and now it is time to get professionally printed labels. Maybe you have been buying stock from Office Works and running the labels off your $100 laser printer. Well, it is time to do better.

The advantage of getting your product labels printed on state of the art digital label printing equipment is that you can now compete with big companies. Your products can stand out on the shelf and compete favourably with larger brands. However, you need to make wise choices. You don’t want to buy your product labels from a printing company that does not specialise in label printing. That would be courting disaster. There are seven ways to choose your preferred label printing company

Often, you will not know if you have made the correct choice until after the event. What you need is preliminary research. All label companies will claim to do a good job but it is wise to see what others say about their company. Check out their Google reviews and testimonials.

I am always wary about ordering from online only companies. This is OK if the purchase is small but your product labels will cost you hundreds of dollars and possibly thousands so it is best to call the company. Get some free advice, especially in relation to the stock used as this is where most problems occur in product label printing. Cheaper is not better if what you order does not stick to your container and you have to throw out your labels. It is best to get it right the first time.

For first time buyers, we always recommend getting samples to test on your products. Order your containers before you get your product labels. Then, test the labels under real conditions. For example, spill your product on the labels, expose your labels to moisture or water and put your container with your label in the fridge or freezer if this is relevant.

Always, adhere your labels to a clean surface. Uneven or rough surfaces can be problematical. One product that can experience problems is egg carton labels. Often, we recommend a paper label with a laminate or varnish coating since the egg carton labels are for short term use.  The problem occurs with the rough surface. When sending sample labels for egg cartons, we always send a paper label with a laminate or varnish coating as well as a synthetic label (synlite is our preferred brand due to its strong adhesive) with a varnish coating. The stronger adhesive that the synlite synthetic stock offers makes it very unlikely to come off the egg carton. The varnish is slightly thinner than the laminate so that is sometimes a better option too.

OK, you’ve tested your samples so what is next. If you really want that extra assurance, you have the option of the pre-production run. However, this is not free. We charge $250 + GST. Its primary purpose is to test your colours. Keep in mind that the colours on your product labels are likely to vary from one digital label printing machine to another. This is the value of testing and pre-production runs can also be useful when rebranding or changing suppliers.

When buying product labels in Australia, you are protected by the Sale of Goods Act and the Fair Trading Act. However, it is unwise to rely on these legal protections. This is because, when it comes to product labels, the onus is at least partly on you as the buyer to choose wisely. This is because the label printing company cannot guarantee that the label will be suitable in all situations. Things that affect the performance of your labels include the surface to which the labels are adhered to, where they are stored (a cool place with low levels of humidity is recommended) and the environment to which your labels are exposed to.

Hence, it is always wise to choose a label printing company such as ours that has a money back guarantee. That will help put your mind at ease and should minimise your anxiety around product labels.    

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Our labels are printed locally in our factory at St Peters, close to Sydney’s airport.

Before I look at the seven ways to choose your preferred label printing company, it must be pointed out that business in all sectors will be quite different in the next 12 months. The national job ads report for April 2020 showed that the number of advertisements for new roles halved in the space of a month. That is a precursor to higher unemployment and inevitably business closures in the future. It means that you will need to change some of your suppliers. What do you look for in a supplier and in particular a label printing company? Is it the usual factors of quality, service and price or is it more? Here is a list of seven factors that affect your decision.

1. Knowledge. There is an old saying that you want to buy from the experts. That is particularly true for the medical sector and other service related businesses. Well, label printing is one of the more technical aspects of printing. There is different machinery for printing and finishing. Then there are all the different stocks for labels and the coatings. Then labels can be hand applied or machine applied. For example, your supplier must be familiar with the eight roll directions for product labels. You need a label printing company that has the time and expertise to offer the very best advice.

2. Quality. Despite significant advances in label printing technology over the last 15 years, there is still significant variation in quality amongst different label printing companies. Most companies have different machines. One skill is to match colours to your product colours and to the colours printed previously. That requires co-operation amongst the customer, the graphic designer, the machine operator and the capability of the equipment.

3. Price. It is no use having a great quality label if it is too expensive and it makes your product unprofitable due to high input costs. The cost of your label should be a small fraction of the selling price. However, you cannot ignore the reality that the unit price quickly reduces when the quantity increases. Also, when first starting out, avoid ordering too many different sizes and different varieties and flavours. That will increase your cost regardless of which label printing company you employ.

4. Time. It is important to get your labels when you need them. No doubt your label printing company will encourage you to place your order early but in reality, not everyone is going to be that organised. I know many label printing companies that print labels when it suits them. Our company prints labels according to our customer’s requirements and that is the best way to organise a printing timetable.

5. Exceptional Service. Every business claims to give great service but in practice, only a small percentage of companies practise it. Exceptional service is one way of impressing your customers so they will buy again and tell others about their experience. One thing I do from time to time is stay back at the office so customers can collect their labels. At other times, I will personally deliver labels after hours. It is all about just doing whatever it takes to look after your customers.

6. Guarantee. You really get to know the value and ethics of a label printing company when something goes wrong. Mistakes can be minimised but they can’t be avoided. Many companies will search for the fine print in their terms and conditions. That is OK but if you want to keep a customer for life, then sometimes you will reprint labels as a goodwill gesture. When you do this, often the long term benefits will outweigh the short term costs.

7. Printed In Australia. It is too early to see what the after effects of COVID-19 will be in terms of business practice. I suspect that Australian owned companies will benefit and the “Made in Australia” phrase will have more impact than ever before. Never think that printing labels in Australia is unimportant. The advantages of label printing in Australia are numerous. The main advantages are speed and reliability. If you have to rely on exporting agents and transportation, then a lot more can go wrong in terms of communication, delays or damage in transit.

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The labels must start on the machine a certain way. There are eight ways that a label can come off its roll.

Label Roll Direction

1. Roll Direction 1, Outside Wound, Top Edge Leading
2. Roll Direction 2, Outside Wound, Bottom Edge Leading
3. Roll Direction 3, Outside Wound, Right Edge Leading
4. Roll Direction 4, Outside Wound, Left Edge Leading
5. Roll Direction 5, Inside Wound, Top Edge Leading
6. Roll Direction 6, Inside Wound, Bottom Edge Leading
7. Roll Direction 7 Inside Wound, Right Edge Leading
8. Roll Direction 8, Inside Wound, Left Edge Leading

It’s vital that your labels are printed in the right direction. Otherwise, the bottling machine will just not work. The labels will not be adhered to the right part of your bottle. Roll Directions 3 and 4 are the most common uses for machine application of the labels.

You also need a uniform gap between your product labels. Typically, this is around 6mm but it can be as small as 3mm. For machine application of product labels, the labels are always die-cut as this is the most accurate way of cutting your labels to size and stripping off the wastage. Die-cutting is more accurate than digital cutting and laser cutting but it still comes with a tolerance of 1mm. In practical terms, that means do not print right to the edge of the labels. Text should be at least 2mm from the edge of the label and thin borders close to the edge of the label should be avoided.

Last week we printed many thousands of hand sanitiser labels and the bottle contained a front and back label. We printed the labels that matched the portrait orientation of the label and used a die that had the longer edge of the label as the leading edge. The bottling company was applying the front label and then the back label so we printed alternate front and back labels in line with the requirements of the bottling company.

Your product labels will be printed on 76mm cores, the preferred core size for most label applicators. For machine application, large rolls are usually preferred so that the machine does not need to stop too often to reload. Let your label printing company know if you have a preferred diameter for your rolls.

The other thing to consider is runups. This means the labels don’t get applied to the bottles immediately. It takes time to setup the process and get the alignment right so that your product labels can be applied to your bottles in exactly the right position. Some label printing companies will leave the first part of the rolls blank. Our preference is to just print plenty of extras at no additional charge so that you will have enough labels for all of your bottles.

Bottling companies require minimum print runs before accepting a job or pricing the job competitively. If you do not have enough labels for your products but don’t wish to apply them manually, then there is an alternative way. You could use a label applicator machine. Below is an example of one such machine.

Simple label applicator machine

Automatic label application should be your goal as it saves time and it means you are probably selling lots of products to require the use of one. You should contact a bottling company so that your product labels can be automatically applied when the time is right. However, it means you must use containers or bottles that lend themselves well to automatic application. 

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The last recession in Australia was in 1991. I am old enough to remember that and recall interest rates on mortgages peaking around 17%. What we are going through now is far worse economically than the recession of 1991 but it is obviously much worse than the 1991 recession from a health point of view.

Many businesses are obviously disadvantaged by the coronavirus as their sales reduce or stop altogether. However, some businesses are finding opportunities in this current situation. On March 28, I listened to an interview on Radio 2GB by Chris Smith. It was with Will Edwards, the founder of Archie Rose, a liquor manufacturer in Rosebery, New South Wales.

Liquor manufacturers are still operating but most have reduced sales due to the closure of pubs, licensed clubs and restaurants. Anyway, Will Edwards explained that he had the equipment, the license and the knowhow to make hand sanitisers. It was just a matter of sourcing the missing ingredients. Unsurprisingly, his first batch sold out very quickly. He now has a waiting list of over 10,000 customers and none of these are shops or other retails outlets. They are all individuals.

Below Is a link to this interview.

It is not just liquor manufacturers that need hand sanitiser labels. Renton’s Labels has been swamped by requests for sole traders and small businesses. All requests are urgent as businesses are desperate to get their hand sanitisers to their clients as fast as possible. When time is of the essence, then the advantages of label printing in Australia are obvious. Speed to market is vital and our hand sanitiser labels are printed in Australia. Our usual turnover of 5-7 days has reduced to 2-4 days when it comes to most order for labels for hand sanitisers.

Of course, to produce these labels so quickly, we need a lot more than a choice to print labels in Australia. In fact, in 2019, we would have struggled to keep up with the recent increased demand in printed labels. That is a problem no more. The new digital label equipment for Renton’s Labels in 2020 has meant that urgent orders are processed more quickly as our updated equipment can print thousands of metres of labels and cut those labels to size in a single day.

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I was shocked at so many announcements over the weekend. Gone are attendance at football games, Vivid, The Sydney Royal Easter Show and other large gatherings. As a society, we need to rely on other ways to relax and lift our spirits.

According to The Centre for Human Pharmacology at the Swinburne University of Technology in Melbourne, a study “determined that certain components of chocolate improved mood and others altered brain patterns. This component is likely tryptophan, which is an amino acid found in chocolate that helps the brain make serotonin, a neurotransmitter that makes us feel happy and satisfied.”
Reference: https://www.ocf.berkeley.edu/~sather/why-does-chocolate-make-us-happy/

If chocolates are supplied in a plain wrapper or a jar, then you will need chocolate labels. In 2020, Easter Sunday falls on April 12 and is the biggest day of the year for giving chocolates.

The threat of coronavirus means that some church services are likely to be cancelled. Others may put on hold their Easter celebrations and I suspect there will be less people travelling for Easter holidays. I cannot see the suspension of chocolate production for Easter. Chocolates can be expected to be as popular as ever this Easter.

Chocolate Labels Are Included In Laws Governing Your Food Labels

Chocolate labels are included in laws governing your food labels. If you sell chocolates in boxes or import from large confectionary manufacturers, then you will not need to produce your own chocolate labels. However, if you make your own chocolates, then you probably cannot afford specially printed boxes and plastic wrappers as these are printed for very long runs. It means you will need to organise your own containers, packaging and labels.

If you manufacture your own chocolates, then your biggest time of the year is now. If you use chocolate labels at Easter, then you need to be aware of the same labelling laws that the larger food manufacturers need to abide buy.

Your chocolate labels will need to include:

1. Your business name and address
2. Net weight
3. Warnings to sufferers of allergies, e.g. from nuts
4. Ingredients in descending order by weight
5. Use by date
6. Where and how your chocolates should be stored
7. Nutritional components such as carbohydrates.
8. Country of origin information.

There are exemptions to the above but this applies when chocolates are consumed immediately or if your chocolates are sold exclusively to restaurants. Both situations are unlikely to include all of your sales so you will be subject to laws governing your food labels.

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When you think about label printing processes, you probably think about how the labels are manufactured and what machinery is used. However, when you outsource your label printing to an overseas supplier, there are many more steps involved. Here is a quick check list below.

1. Order is placed.
2. Proof is signed off.
3. Full payment or a deposit is made in US$ or the preferred currency of your supplier.
4. The labels are printed, finished and packaged.
5. Your labels are taken to the airport or more likely a seaport.
6. Paperwork is prepared for exporting and a freight company is usually engaged by the importer.
7. Your labels join the queue to get on a ship or aeroplane.
8. Your labels travel by ship or aeroplane.
9. Your labels clear customs.
10. Your labels are delivered to your selected location.

When label printing is done in Australia, then steps 1,2, 4 and 10 are often the only ones needed. A lot more can wrong when there are more steps involved. For importers, their current concern is not transportation or customs, it is actually Step 4, the manufacturing process.

The preferred destination of many companies that import their product labels is China. That means these companies are directly affected by the coronavirus because many Chinese factories are currently closed in an effort to contain the coronavirus.

It is not just universities and the tourism sector that are affected by the coronavirus, there are widespread implications for businesses around the world. There are less conferences, seminars, exhibitions and events as exhibitors struggle to get attendees.

You have to get your products to market whether you export, sell locally or do both. You can’t wait for your manufacturer to open its doors again. There is nothing wrong with importing. It makes the global economy the success that it is today. It is just you need a backup plan so that vital label printing is getting done.

The Case For Getting Label Printing Done Overseas

As I explained above, there are big risks in importing your product labels but there is still a case for getting label printing done overseas.

It is not the equipment. Australian label printing manufacturers use the most up-to-date and effect equipment in the world. Mostly, there is not a capital advantage for printing your labels overseas. The main reason to print your labels overseas is to take advantage of lower wages and this in turn can be passed onto you in lower prices. The cost of stock and ink may also be lower overseas as some manufacturers will receive greater volume discounts than those in Australia.

No doubt it is possible to save money on your product labels by getting them printed overseas. However, that saving is lower today than in previous years due to the falling Australian dollar. Today, one Australian dollar will get you just US$0.65. The US$ is the preferred currency of most overseas label printing companies. Back in 2011, you could have received US$1.10 for one Australian dollar. Unless you hedged your currency, you would be paying nearly 70% more now than in 2011.

Hence, the price advantage for importers is less than what it used to be. The coronavirus has also highlighted the additional risk of printing labels overseas. It means you need a reputable Australian company to print your product labels if not as your first choice, then certainly as your second choice.

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The link between food labels and marketing is that the message must be consistent and brief.

What makes your food product special? Is it healthy? If so, how? Does it have less sugar or fat, made from local Australian ingredients or something else? The headline on your website, your printed literature and other advertising media should be almost identical to the label on your food product. The only difference is that your website or other media will go into more details and often outline a background story.

Unless you are major grower or importer or food manufacturer, it is unlikely that your major benefit is price. In fact, having the lowest price could even be a disadvantage because when it comes to food, we really want something that is tasty, healthy or at the very least will do us no harm.

It is not easy to come up with a unique selling proposition for your food product but it is important. Of course, you must be aware of the laws governing your food labels. That is something your competitors will also be doing.

If you are not selling on price and I don’t recommend that you do, then most likely you will be sprouting the health benefits on your food labels. It is then vital that these health benefits are also front and centre on your website and other marketing material. Consistency of your marketing message will bring in good sales for your food products proving that message and offering is compelling enough.

Examples Of Strong Messages On Food Labels

If you are food manufacturer or supplier, then it is worth searching for examples of strong messages on food labels. To research this article, I simply went to my refrigerator to see what I could find. I have not included the brand names. Some are well known while others are not.

The four products I found are eggs, garlic dip, jam and cheese. Here are the marketing messages on these labels.

Eggs: Naturally Grown. Perfect Balance. Genuine Quality. 700g. X-Large

Cheese: 30 Pack. Country Light Tasty. 50% Less Fat. Natural Cheese Slices.

Jam: For a superb taste, mix fruit on top down into jar. France. Rhapsodie de Fruits. All Natural Ingredients. Wild Blueberry. Low G.I. 100% Spreadable Fruit. An old French recipe of delicious wild blueberries sweetened only with fruit juice concentrate. Net wt 284g.

Garlic Dip: The authentic flavour. Garlic Dip. 100% Australian Owned. 250g Net.

Rather than give a critique of all of the text of the labels, it is worth noting that some labels had a lot of information whilst other labels had very little information. All of the labels were large enough to include more information if required.

As a side note, the egg label is quite large and a custom shape. There are two cheese labels and two jam labels. The garlic dip actually has three labels.

The egg labels and the garlic dip labels have less text but very compelling images which highlight the benefits. The phrase, “50% less fat” is very appealing on the cheese label. The jam label hasd the most compelling label with man benefits on it but that will not guarantee a sale but it is quite an achievement for a French jam company to get its jam into an Australian supermarket.

Two questions for you to consider for your food labels are these:

What benefit and marketing message will you convey to your potential buyers and customers?

Secondly, what photo or images will you provide that will highlight your written message?

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