As Coca-Cola launches new-size bottle, South East Labels reveals key considerations for consumer packaging

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Consumer appeal a key aspect of packaging design as impulse buying now accounts for 75% of consumer spending. But there are other just-as-important considerations, says one leading label manufacturer, such as hygiene and even edibility.

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With the Queen’s diamond jubilee and the Olympics, we are seeing a resurgence of the ‘cool Britannia’ theme that was popular in the 90s.

Impulse purchasing apparently now accounts for a whopping three-quarters of consumer spending, proving that packaging design really is key to getting people to buy one product over another. As Coca-Cola confirms that launch of a new, pocket-size bottle – the first launch since 1993 – Brian Jackson, Director of label supplier South East Labels, reveals the factors, other than consumer trends, that are influencing innovative packaging and labelling solutions.

“Consumer tastes and colour trends are always changing, which means that companies regularly need to invest in repackaging exercises,” said Brian. “But when it comes to custom labelling, marketing specifications are just one consideration. In other industries – the NHS for example, or within schools and clinical environments – hygiene is paramount. Because of this, we use an innovative anti-microbial material that minimises the risk of cross-contamination. Then there are the other considerations – for example solubility, visibility, or even edibility – that consumers would rarely think about."

The latter case concerns a complaint received by Royal Mail that slugs and snails were eating letters and envelopes inside post boxes. It turned out to be a common problem, with horticultural clients being among those worst affected by the voracious eaters.

“When we became aware of the problem we were able to offer synthetic labels as a simple solution,” said Brian. “The labels are manufactured using polypropylene and polyethylene, meaning they are weatherproof and, just as importantly, slug- and snail-proof. With synthetic material and a variety of printing methods, top coats and laminates also available, we are able to design and manufacture a durable custom label to meet any specifications a client has.

With customers requiring labels of all sizes for use underwater, in the building industry and in cryogenic deep freezers, there is no such thing as a ‘standard’ label or request. But this year, there is one definite trend emerging: “With the Queen’s diamond jubilee and the Olympics, we are seeing a resurgence of the ‘cool Britannia’ theme that was popular in the 90s,” said Brian. “From small-scale jam and honey producers to large cosmetic and healthcare companies, our customers are preparing for a summer in the spotlight... and our ‘Made in Britain’ labels have never been more popular!”

About South East Labels:
South East Labels have been established since 1988 as manufacturers of labels and suppliers of labelling systems to a wide variety of industries. We are well-equipped to meet the fast turnaround time and continuity of supply required by our customers.

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