Labeling in marketing means “any written or graphic communications on the packaging of a product or on a separate label”. It refers to any printed, written or graphic matter which is present on the label placed, and it normally accompanies the food, (or any other category) or is displayed near to that category, in order to promote, or sale that product. Labeling comprise of either simple tags which are attached to the product, or either the complex graphics which are the part of the package. Besides the various functions that a label performs, one is to help in identifying the product, or brand name. The label, besides just telling you the product or brand name, can tell you many things like its production date, the manufacturer, the specs, a mini guide, and safety precautions etc. And multi graphics are used on the labels to promote the product.
Transmission of information
As mentioned before, the labels might contain some useful information about the product, like how to use it, recycle it, transport it, handle it, or sometimes how to dispose it off. In addition to this, the government and some other bodies too, require information about some food, medial and chemical products so the label on these serves the particular cause.
Purpose of Labeling
1.Marketing
Undoubtedly, this is the vital purpose as labels are used to motivate the potential customers to buy the product. Through proper visual communications like using creative graphics, and a sophisticated physical design, can add to the particular cause
2.Convenience
The labels make the consumers, and the suppliers both – convenient enough to identify the product at one glance whether distributing, selecting, using etc
3.Product differentiation
Here the creativity lies in the hands of the designer; the more he puts in touchy feel, thinks out side the box, visually communicates well, the label or the graphic may turn out to be a brand symbol for the product which certainly differentiates the product from the entire league of its own, and even from its competitors.
Mandatory Labeling
Mandatory labeling is the requirement of consumer products to state their ingredients of components. Moral purchasing and avoidance of health problems like allergies are two things which are enabled by labeling. It is mandated in most developed nations, and increasingly in developing nations, especially for the food products. Regarding food and drugs, mandatory labeling has been a major battle ground between consumer advocates and corporations since late 19th century. In China, all clothing is labeled with the factory of origin, including telephone and fax numbers, although this information is not available to the buyers outside China, who see only a generic made in china tag. Because of the past scandals involving deceptive labeling, countries like the US and Canada require most processed foods to have a nutrition facts table on the label, the table’s formatting and content must conform to strict guidelines.