Prabuddha Dasgupta shares why PS labels is the way to go

Guest speaker Prabuddha Dasgupta, industry expert and packaging consultant, ex-Unilever recalled the “10-sec tests” he used to conduct in a series of brand/product during his days at Unilever. “It’s not a memory test, it’s about what registers in the minds of people,” he said.

25 Jul 2015 | By PrintWeek India

He explained why labels and packaging were the primary differentiators in today’s products. “90% of purchasing decisions are done on the shelf of the stores.” He added, “Advertisements are more expensive and less attractive. Labels come in different shapes and colour. And an attractive label is like the face of a brand.”
 
In his presentation, Dasgupta touched upon trends that one is seeing in the packaging segments from a brand perspective. “Brands are targeting smaller population slices with shorter life-cycles. Then there is thinner construction packaging; product consolidation; and availability of product globally.
 
Dasgupta is a pressure-sensitive labels man. He enumerated the benefits of PS labels. “Outstanding print graphics and no-look labels enhance a product’s shelf value. In terms of functionality it is most convenient – it can be removable, is re-sealable, can be squeezed and can accomplish variable data printing. The speed at which it can be printed offers capital and operational ease among others.”
 
In the next three to five years, Dasgupta sees a few key label issues that will confront product manufacturers. These are: reduction in label unit cost, use of thinner label stock, reduction in label material waste, and greater use of the sustainable material. The segment will also see implementation of anti-counterfeiting and temper-evident measures, and improved tracking of the supply chain.”