Business of Labels

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    Evoking Emotion Through Custom Labels

    What Is Emotional Marketing?

    Digital technologies are changing the game of marketing. With more tools and processes available than ever before, sellers are able to capitalize on a vast array of strategies and solutions for customizing packaging and labeling materials. But when it comes to appealing to their target audiences, few tactics have proved more effective than tapping into their emotions.

    Emotional marketing has been used by some of the biggest and most successful brands across the globe for many years. And with good reason: Consumers tend to base their brand decisions on their emotions, not logical information. According to Buffer, research has shown that marketing campaigns that use emotional content tend to outperform those that use rational content by about double. Part of the reason it is so effective is that it can help build brand awareness and exposure. For example, psychologists have learned that when something makes a person happy, that individual is more likely to want to share it - hence why cute videos of animals tend to go viral often.

    The source also referenced a wheel of emotions that can help explain how certain feelings can tap into others. For example, admiration is often associated with trust. Therefore, if you put a positive message on your product label, it could lead to shoppers viewing your brand as being more trustworthy. Put simply, emotion influences motivation, which drives action.

    Creating an Emotional Connection

    Custom labels serve many different purposes and are an invaluable tool for marketers to use to their advantage - allowing them to differentiate their products from others on the shelves, deliver a meaningful message, demonstrate brand identity and create a lasting impression. And they are also a great way to establish an emotional connection.

    For example, right now many consumers are excited about it being football season. By changing product labels to include the logo of the local sports teams, you will not only fuel loyalty but also facilitate a sense of comradery. Suddenly, it becomes less about the product and more about showing support for the team and associating with a business that shares the same values.

    The effectiveness and benefits of using custom labels to appeal to people's emotions aren't just something businesses can leverage, either. Emotion is something that can - and should - be used for personal situations as well. Let's say you have an event coming up that you plan to need decorations and/or party favors for. Designing and printing personalized labels for it is a great idea. Adding the date of the event or matching it to the theme of the celebration can immediately transform otherwise boring souvenirs into sentimental mementos that are more meaningful and personal. Whether it is a wedding, anniversary, graduation or some other important event, custom labels can be used to tap into the emotions of guests and make it so the products can be kept and used as reminders of the special occasion.

    Another demonstration of the power personalized labels can have in creating an emotional experience occurs when they are used to make an important announcement. For example, earlier this month, the Today Show shared a video that was going viral in which a son revealed to his mother that she was about to be a grandmother by handing her a bottle of wine she was cooking. On the wine label was a picture of the sonogram. This has also become a popular approach brides employ to ask their family and friends to be in their bridal party.

    Labels can play a useful and important role in life's milestones and important moments. However, the key is figuring out which emotion you are trying to evoke.

    Tips for Designing Labels

    Before creating the custom label, you must first determine what kind of effect or emotional response you want the label to have. For example, should it make the person feel excited? Sentimental? Understanding this is the first step in establishing what design elements should be used. Then, in order to ensure the final product meets your expectations, you need to choose the right digital label printing company to work with.

  • New Digital Press Means Consistent, High-Quality Labels

    Lightning Labels Scales Up Its On-site Label Production

    To keep up with increasing demand for high-quality custom sticker and label printing, Lightning Labels has added a new digital press to its Denver facility. This means that even as new customers come aboard, turnaround times will remain fast. All the benefits associated with digital label printing, from flexibility to quality and beyond, have powered the market. Companies have found near-unlimited uses for custom labels and stickers over the past few years, and Lightning Labels has been there for them every step of the way. With new equipment in place, the company is ready for the next stage in the market's evolution.

    Benefits of In-House Printing

    Purchasing another custom label printer for its own facility represents a conscious choice by Lightning Labels to focus on serving its clients directly, without contracting the printing itself to a third party. By scaling up its in-house production instead of outsourcing, Lightning Labels is able to offer its signature quick turnaround times. Contracting another printer can also increase shipping costs. To better serve its clients, Lightning Labels prints all its products itself, in U.S.-based facilities.

    Companies Choosing Digital

    The new custom sticker printer is a top-of-the-line digital press. The many advantages of working with a digital-only printing partner have become clear to companies over the past few years, and the latest hardware addition will ensure that many more clients can experience these advantages in the months and years ahead.

    When working with traditional four-color printing, companies typically face many more expenses. The use of old-fashioned presses entails the creation of plates and hardware setup processes. Offsetting these costs may involve upping minimum order sizes. Any company looking for small or medium orders of labels may find traditional printing isn't feasible. Add this to the high resolution possible with today's digital hardware and the ability to add custom touches to labels in a single print run and the choice is clear.

    Customer Service Also On The Rise

    Helping more customers isn't just about having the hardware for the job. Lightning Labels has also added to its customer care teams to ensure that every account holder has a great experience. More employees have joined the customer service section in recent months. In the sales department, a whole new team has emerged to make outbound sales. Lightning Labels is proud of its top-quality hardware, but it is people who really make a business, and customers will be happy to engage with these newly expanded teams.

    Ready for What's Next

    Every season brings another reason to use custom stickers and labels. Companies, organizations and even individuals interested in ordering these products can indulge their creativity quickly and affordably by working with Lightning Labels. Equipped with a top-quality label printer, Lightning Labels can become the partner these creators need, turning around orders in lightning-fast times and providing the type of flexibility and cost-effectiveness that can't be matched by printers that have not fully embraced digital processes. Whether for a special even, a seasonal promotion or as a permanent face of a product line, labels and stickers can be just the thing to add visual interest.

  • Vital Proteins concentrates on collagen to enhance health

    Our forebears consumed plenty of collagen—a basic protein building block of hair, skin, bones, joints and nails that makes up nearly 70% of our bodies—through whole-animal nutrition. As with so many other foods, modern food processing has removed much of this protein from our diets.

    Since 2013, Vital Proteins’ collagen products have worked “from within to rebuild and restore, nurture and enhance,” notes spokesperson Shannon Race. She adds that the objective is to, “help you feel younger, run farther, recover faster, and most importantly, live each day as the best version of yourself.” This is particularly important as we age because natural collagen production declines after 25 years of age. The company’s first product, still a foundation of its offerings, was Collagen Peptides, an odorless and tasteless supplement easily dissolved in hot or cold liquids.

    Shannon emphasizes product purity, noting that Vital Proteins products contain “no additives, no fillers— just clean, responsibly-sourced ingredients packed with proteins that revitalize the natural health of our skin, hair, nails and joints, aid in digestive and cognitive function and even boost athletic performance.”

    To spread the word, the company started with grassroots marketing—attending trade shows and creating an affiliate program with digital influencers. Complementing these efforts is dynamic product presentation that has helped Vital Proteins stand out on the shelves next to competitors.

    Relationship with Lightning Labels, the Nutraceuticals Label Specialist

    Notes Shannon, “Lightning Labels has been an extremely reliable resource for us - especially as it relates to last-minute marketing needs for trade shows and expos. Certainly quality, efficiency and consistency are a few of the words that best describe the relationship we've developed with Lightning Labels. There have been quite a few times Lightning Labels has come through in a clutch for us. When in need of expedited service, we always know we can rely on them!”

  • What the B2B eCommerce Marketer of the Year Award Means to Us

    Honored to Accept, Ready to Progress

    The Internet Retailer Conference & Exhibition saw some of the giants of online marketing and retail come together for the Retailer Excellence Awards, and we here at Lightning Labels were proud to be in this prestigious group. Lightning Labels was also recognized as the B2B eCommerce Marketer of the Year at the event in Chicago, Illinois, on June 8, and was honored to accept the award thanks to its immense, unique digital marketing efforts throughout the past several years.

    Lightning Labels leverages a range of digital marketing platforms, channels and more to ensure it is reaching every single prospect and engaging customers through their chosen devices and online preferences. As the award is given to the manufacturer, wholesaler or distributor that had the most exceptional performances in social media network, blog and display tactics, we could not be prouder of our staff and partners for their contributions.

    Making it Happen

    We utilize every available option to best serve our customers, and understand that this really begins with the products and services we provide. In the past year, Lightning Labels has made new products such as custom bumper stickers available, while also putting in the work to streamline the quoting and ordering processes for existing clientele. Our custom labels and stickers have been hot in many areas, including several new industries, as a result.

    Lightning Labels focuses on critical matters in the B2B space such as customer service, efficient ordering and keeping prices as low as possible. Then, we take those exceptional services and products and put them front and center within our marketing tactics, ensuring a consistent experience regardless of which industry or region a company might be competing in. Thanks to the hard and innovative work of our internal team and our partners, we received this prestigious award, and intend to keep moving in the right direction.

    The Lightning Labels Advantage

    Product labels and stickers are always critical to the overall success of a given brand, and Lightning Labels puts the control into the hands of managers and marketers when they are drawing up their packaging strategies. Lightning Labels offers custom labels and stickers with lightning-fast turnarounds on orders. This ensures that you have everything you need to capitalize on opportunities in your market.

  • Polar Bottle Case Study



    Polar Bottle® is tasked with creating customized labels and stickers that feature impeccable color-matching and fast turnarounds for organizations and companies engaged in private labeling worldwide. Its high-profile clients include the United States Olympic Committee (USOC), for whom Polar Bottle serves as an official licensee. With typically tight deadlines and strict budget parameters, there’s little room for “do-overs,” so Polar Bottle must do the job right the first time, and deliver it on time.


    Team up with Lightning Labels to handle high-quality custom label jobs —ensuring capacity to meet commitments for timely and cost-effective delivery. “We like their capabilities and equipment, the digitally produced colors, and how inks hold on to material and don’t scrape off,” notes Ray Nessler, Polar Bottle Purchasing Manager. This blends perfectly with Polar Bottle’s wide range of customization options for insulated bottles—which include promoting teams, businesses, brands, school groups, events, and expressing appreciation to clients, employees and other stakeholders. Plus, the expanded capability offered by Lightning Labels enables Polar Bottle to promote a wide variety of custom stickers in addition to labels, creating a “tangible connection” that can be used across a wide band of branding. Polar Bottle’s dedication to “lightning-fast turnaround times and practically non-existent minimums” blends seamlessly into Lightning Labels’ “prime directive” in place since the company’s founding in 2002.


    Ray points out that, “Lightning Labels always follows through with what they promise regarding turnaround and quality of labels. They’re a class act. We tend to go to Lightning Labels for small-to-medium quantity custom jobs. We project that the relationship will grow as we grow.”



    About Polar Bottle

    Robert Heiberger and Judy Amabile founded Product Architects, Inc. (Polar Bottle®) in 1994 in a garage in Boulder, Colorado. As avid cyclists and budding entrepreneurs, they wanted to develop a bottle unlike anything else on the market that would keep liquids cool during long rides. Robert, a mechanical engineer with experience working with heat loss in the field of medical technology design, adapted his expertise to create the insulated Polar Bottle water bottle. From there, he and Judy began making the reusable insulated water bottles by hand with plastics sourced from Denver. Today, Polar Bottle has more than 50 employees and markets to a worldwide marketplace.

    The company is proud of producing an American-made product that reduces environmental impact and supports local and national economies by providing employment to local workers. Products are assembled in, and shipped from, a warehouse in Boulder with parts sourced from the US.


    About Lightning Labels

    Lightning Labels uses state-of-the-art printing technology to provide affordable, full-color custom labels and custom stickers of all shapes and sizes. From small orders for individuals to the bulk needs of big businesses, Lightning Labels is equipped to handle and fulfill custom label and sticker projects of all types. Best of all, like the name implies, Lightning Labels provides a quick turnaround for every customer's labeling needs. Whether it’s wine labels, food labels, bath and body labels, promotional labels—or any kind of colorful label/sticker that needs to be custom printed—Lightning Labels can get the job done.

    Lightning Labels strongly supports the use of environmentally-friendly printing materials and technologies.

    To learn more about Lightning Labels, visit, email, or call 1.800.544.6323 toll-free

  • Custom Durable Labels – the Best Way to Combat Harsh Winter Conditions

    Custom Durable Labels – the Best Way to Combat Harsh Winter Conditions

    Custom Durable Labels Help Prepare Your Business for the Cold and Snow

    Winter weather can be extremely disruptive when it comes to product manufacturing, distribution, transport, sales and more, as many businesses have learned the hard way throughout the past several years. However, regardless of how much precipitation falls this winter, or how extreme the cold becomes, you can ensure that your product packaging remains resilient in the face of harsh elements through the use of customized durable labels made from tougher materials.

    For example, durable vinyl labels tend to be far better-suited to outdoor applications and tough conditions, both in terms of when the products are being distributed and when they eventually make it to their final destination at a customer's abode. Do not allow your marketing and product management strategies to be defied by the winter weather - get on board with weather-proof labels and protect these important aspects of your company's image more successfully today.

    Custom Weather Resistant Labels

    Some products will necessitate weather-proof labels more than others, and they will tend to be a bit obvious. When a manufacturer is selling outdoor goods, even to warm-weather climate regions, they will want the brand mark to remain on the item throughout the windy and rainy days. Especially if the products are targeted at customers who are living in the northern parts of the country, where this winter is expected to be exceedingly snowy due to El Nino, the labels will need to be a bit more durable.

    Weather resistant labels will achieve this goal, and can be a great way to differentiate your products from those of competitors, especially around this time of year. When so much work and time has been put into the development and positioning of goods, it would be a shame to skimp on the labels and, as a result, not see the same success within revenues over time.

    In the coming weeks, you will have an opportunity to design weather resistant labels and get them printed and, as the cliché goes, the early bird will get the worm.

    Custom Durable Labels

    Just because you are using stronger materials does not mean that you will not be able to customize the labels in accordance with your unique brand messaging, objectives and needs. Rather, Lightning Labels provides the option to customize durable labels and ensure that they are both resilient to harsher weather conditions and still aligned with the voice and mission of the company.

    Because the winter has already set in across much of the nation, the time is now to get moving on these strategies and initiatives. Remember, custom durable labels present a different pallet to marketers and product managers, meaning it might take some time to land on the right designs. However, once these professionals have completed the work, you can reach out to Lightning Labels for exceptional turn-around times on orders, as well as accurate printing of all the designs desired regardless of which materials are in use.

  • Preparing for New Year Weight Loss Resolutions

    Preparing for New Year Weight Loss Resolutions

    Nutraceutical Manufacturers are Up

    The new year is coming quickly, and this means a fresh round of major resolutions that will often include matters related to weight loss. Manufacturers of nutraceutical products and other healthy items will have a great opportunity to get the word out about their brands with the help of some fresh marketing and product packaging schemes. For example, nutraceutical labels can be used to ensure that individuals in stores understand the merits of the items for their weight loss goals.

    Although the busiest shopping days of the year are now behind the retail sector, the coming weeks will still be highly opportunity-rich given the continued traffic most stores see through the end of the year. What's more, as soon as the new year hits, returns and new purchases - including those related to resolutions and weight loss goals for 2016 - will kick into high gear. Custom labels for nutraceutical products can be just what the doctor ordered to get profits moving in the right direction.

    Customized Labels

    As most manufacturers and retailers involved in the industry know already, the market is highly saturated given the immense rises in demand for healthy products and services. This can make it exceedingly difficult to separate the image of one brand from the other, while the giants in the field tend to grasp at the majority of the market share year in and year out thanks to plenty of recognition among consumers across the nation and around the globe.

    However, when companies begin to use customized weight loss product labels and put solid effort into the design and execution of the plans, they can indeed ensure that their items will stand out from the crowd and make waves among prospects and current customers. Because of the nature of this particular industry subset, nutraceutical manufacturers will want to ensure that their labels are professional, creative and informative, as likely buyers of the products will want plenty of information related to the benefits and contents therein.

    This can be achieved through the use of custom labels, stickers and decals that put the entirety of creative control in the hands of a given company's marketing, quality assurance and product positioning staff members.

    Get Moving Soon

    With only a few weeks left in 2015, the time to launch these initiatives is now. Companies that wait too long to deploy these new year-themed weight loss product packaging labels might miss the boat and have to wait another 12 months to get the job done. Considering the fact that all firms need to hit the ground running in January for solid profit performances in 2016, leaders will need to identify a labeling service provider that can give quick turnaround times on orders.

    Lightning Labels is one of the industry's leading providers of these custom services, and can help nutraceutical firms strike the right chords in their product packaging and marketing programs for 2016.

  • Our Exclusive Gold Poly Material Will Give Your Labels A Premium Look

    Our Exclusive Gold Poly Material Will Give Your Labels A Premium LookUse Premium Labels to Go for the Gold

    Whether you're eager to infuse a sense of luxury into your line of custom bath and body products or simply want to make your wine bottles stand out from the others sharing the shelf, adding a little extra elegance with premium labels can go a long way. Even a small splash of gold adds a touch of class and an innate sense of quality that will quickly make your offerings seem more appealing to consumers, especially in light of the fact that gold comes with such positive associations.

    Gold Poly Labels Present A Golden Opportunity

    Gold is synonymous with concepts like royalty, opulence and prosperity, so it makes sense that gold poly labels would invite the same mental connections on the part of the customer. Think about it: When a kid does a great job in school, he or she gets a gold star, and when someone wins first place in a competition, the accolade comes with a gold medal. In short, shoppers are hard-wired to respond favorably to gold and its majestic associations. If you want to make your products seem desirable and even present them as rewards for consumers looking to treat themselves, there's no better approach than incorporating some gold into your stickers and labels.

    Why Use Custom Gold Poly Labels from Lightning Labels?

    The material we use to make our custom gold poly labels is unique to Lightning Labels. It is suitable for most labeling applications and needs to be laminated to ensure its regal, metalized finish stays crisp and bright. Select a glossy laminate for some added shine, or go to the matte for a more understated sense of class.

  • Contemplating A Life Without Labels

    History of Product LabelsAn America Without Product Labels

    Can you imagine what the browsing and purchasing process would be like in the United States if product weren't labeled? To experience such an existence firsthand, you would have to travel back in time to the 1800s. As print and design blog Impressions explained, labels made their American debut in the 19th century as a tool that served two purposes: identifying different types of pharmaceutical drugs and instructing patients how and when to take them. However, it wasn't until the mid-1800s that printers began to change their focus from simply creating labels that imparted important information to doing this in a way that set their labels apart from the rest. They began to develop label books that offered examples of different printing, engraving and color options. If you've ordered stickers and labels from Lightning Labels, you'll know that we still use an approach like this today - although, of course, the printing options we provide are much more sophisticated thanks to the numerous technological innovations that have taken place over the past century and a half. The way labels adhere to products has also undergone an evolution over the years. Initially, according to Impressions, gum was used to stick them to pill bottles and vials. In the 1930s, R. Stanton Avery, a Los Angeles entrepreneur, invented self-adhesive labels that proved to be a game-changer for the business. The next red-letter decade for the label industry was the 1980s, when barcodes began to take off, revolutionizing the everyday shopping experience. Nowadays, virtually every product has a label of some kind. In the preceding paragraphs, we answered the question of how we got here from the world without labels that existed two centuries ago. The next question is why - why did labels not only grow in popularity over the course of the past 200 years, but become practically ubiquitous? The answer lies in their multiple uses and purposes.

    Delivering Information

    In the 1800s, pharmacists applied labels to containers with the intention of making it easier to distinguish between different drugs, and to ensure patients knew what to do with their prescriptions (shake liquid medicine, ingest pills with food, take their medication twice a day, etc.). The pharmacists of today - along with members of many other industries - still use labels for this purpose. Some of the information included on today's labels includes the name of the brand and the company behind it, ingredients and nutritional information, warnings (regarding side effects and toxicity, for instance) and details that might make the product more enticing to customers ("fat-free," "all-natural," "vegan-friendly").

    Meeting Diverse Needs

    Since the printers of the mid-1800s first began promoting different options, label design has taken off in a big way. Just look at Lightning Labels' offerings as an example. We can manufacture vertical labels for wine bottles, horizontal labels for tubs of nutraceuticals, heat-proof labels for candles, waterproof labels for bath products and more. We even have a special material that has been formulated to meet the unique requirements of labels affixed to tubes of lip balm.

    Attracting Attention

    When consumers are standing in front of an entire shelf filled with the same product, how are they expected to choose one brand over another? Labels are the answer. If they're fond of a particular brand, they can easily identify it by its label. If they're looking for something organic, free range or low-fat, they'll be drawn to the labels that tell them which products have these attributes. If they're ambivalent about which brand to choose, a bright, eye-catching, well-designed label may well pique their interest and seal the deal. Whatever your motivation for procuring labels, Lightning Labels' state-of-the-art printing technology can provide you with affordable, full-color custom labels and stickers of all shapes and sizes.

  • New Year, New Label Design Ideas

    Technology, Informed Buyers Drive Label Design Ideas

    Precedents for what’s coming in the world of label design have been set by transformation from a chiefly print to technologically advanced digital world. Keywords-—other than being buzzwordy and trendy—-weren’t foremost in the lexicon of content development in a print world. However, with the advent of digital, keywords became instrumental to SEO—-and therefore to how content was written. Labeling for online sales suddenly became essential.

    Labeling for Informed Consumers and Online Sales

    Traditionally, labels have followed many of the same rules that applied in a print-dominated world: stand out, compel, and shock with strong graphics and copy. Now however, labels are more than that—-they also are conduits to additional information and messaging. For example, QR codes on labels increasingly re-direct readers to more expansive information on a website or other digital platform. There’s also the “wow” factor of how you present a product with a bunch of whizbang techno-tricks that go way beyond traditional design and function. One relatively recent example is beer packaging that tells you when the product needs chilling. So, all this technological wizardry raises the question of how important stellar graphics and content on a label are to product success, given the opportunity to bowl people over with the latest, tricked-out technology and/or other sites where they can go to get more information. Given the myriad options that technology offers, where do you draw your label lines in the New Year? Following are some guidelines for custom product labels to help think through the best strategy for you:

    1. Tie your label to product “persona.”

      Products carry their own personality. Is yours straightforward and simple, trendy and trendsetting, or somewhere in the middle? Once you’ve listed out basics of your product persona, match them up to label characteristics.

      Here’s an obvious (hopefully) example of what not to do: Your product is simple, organic and green, and not genetically modified. You’d likely avoid a fancy, bells-and-whistles technology label that screams high-tech and contains elements that generally don’t pair well with all-natural (such as a thermostat that tells you if your beer is cold enough).

      Conversely,  a high-torque energy drink typically will appeal to high-energy, high-tech buyers influenced by technology, bold graphics, and possibly shocking copy.

    2. Labeling for online sales vs. traditional retail.

      Where will the lion’s share of product buyers see you? Will it be on a retailer’s shelf, or online? Or, will commerce come substantially from both? Then, decide on and design labels accordingly. In cases where both are weighty, think about separate labels with distinct messaging. Or, determine if a one-size-fits-all label truly will appeal in both environments, or just succeed in saving money initially (but costing you sales later). Labeling for online sales may have different requirements than labeling for traditional retail sales

      Look at the product in its immediate surroundings as well as brick-and-mortar/virtual considerations. For example, if you are marketing wine, check out primary sales channels. Are you typically on a liquor store shelf with tons of clever, graphically-sophisticated competitors? If so, determine what will make you stand out among those other choices. Here’s a possibility: a tiny label that promotes itself as a path to transparency, literally--see more of what’s inside the bottle.

    3. Increase sales by labeling for informed consumers.

      Consumers are becoming much more informed and demanding of information, particularly in areas where health and well-being are in focus. This trend likely will only intensify in the coming year, so when labeling for informed consumers, think carefully about what and how much education your buyers want. Then, make your label provide adequate education and/or refer people to more detailed information consistent with this analysis.

      Conversely, if your product is all about flash and pizzazz, it may be that the less said, the better. In these cases, high-tech label special effects, graphics, et al may produce many more sales than in-depth information.

    Think About The Future Of Label Design

    The New Year brings into focus new ways of considering your label’s role, look and feel. For label design ideas when labeling for online sales and informed consumers, Lightning Labels has the tools and expertise to guide you every step of the way. When you decide to make changes and/or add to your existing label line, we’ll help you get ‘er done.

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