Label Design

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    Build Brand Awareness with Custom Branded Packing Tape

    Make Your Brand Stand Out

    Large companies such as Amazon always send distinctive packages, with heavily branded boxes turning up on recipients' doorsteps. There's no reason the big retailers should have all the fun, however. If you find yourself shipping a lot of merchandise directly to consumers, you can put your distinct branding on the containers via custom-printed packing tape.

    Custom packing tape is a little detail that will show your company is confident in its own brand identity. It shows a level of care and visual effort that speaks well for your organization and gives you a wonderful opportunity to send your name and logo into the world without paying for advertisements.

    A Great Choice for Direct Sales

    When your business model involves selling directly to customers via an online storefront, it's good to project professionalism and confidence about that style of transaction. Imagine the difference between receiving a generic box and getting a shipment wrapped in custom tape. The latter implies that your company is committed to the concept of mailing out its products and isn't just dabbling in the field.

    Even if the direct mail side of your business isn't its main source of income, you can benefit from a heavier focus on this type of sales. A local retail operation is confined to a small amount of clientele, while an organization that sells online and can ship around the country or world has access to a much greater territory.

    You can even promote your web address via your custom-printed tape. List a phone number for service, an email address or any other message you think your customers will like to see. When combined with colors that suit your company's branding, there's a great opportunity to catch the eye of the recipient - as well as anyone else who sees the package while it's in transit.

    Order from the Best

    The value that comes with branded packing tape might be negated if the tape itself is of poor quality. This is why it pays to work with a provider such as Lightning Labels, which excels in creating attractive and tough packaging options for your business. Custom packing tape must serve two purposes - it has to look good, to ensure your customers get the message, and it also has to be tough enough to hold up while the item is in transit.

    Lightning Labels offers custom printed packing tape in either three- or two-inch widths, and you can opt to order either 55 or 110 yards of tape. You can order as little as one case of tape to ensure that you get just as much as you need. You're free to combine up to three spot colors on each roll of packing tape, ensuring that your brand's visual identity will get a good showcase.

    You can make even a modestly sized company appear just as professional as the biggest e-commerce players by dressing up shipments in branded packing tape. This is an exciting branding method that puts your company's name and logo in a new place for discovery by consumers.

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  • Grow Your Garden and Lawn Care Product Sales with Custom Labels that Stand Out

    Seize the Day During National Lawn and Garden Month

    There's no season quite like spring for the lawn and garden care industry. If this is your field, now is the time to act and capture customer attention. This is especially true during April - National Lawn and Garden Month. Whether you want to tie your items in with this gardener's holiday or just celebrate spring in general, custom labels are a great choice. Dressing up your products with colorful and vibrant reminders of the season can get customers excited to do some gardening - and help your items stand out in a world of competitors.

    Be Colorful, Helpful and Exciting

    There are two ways of looking at gardening: It's either a chore or a fun activity. If your lawn care product labels give the latter impression, you may have an easier time converting shoppers and keeping them enthusiastic. You can become a knowledgeable helper for your customers by printing plant care or yard maintenance tips on your fertilizer, pesticide and seed products. These informational panels play the same role as recipes on food packaging, and encourage gardeners to pick your brand.

    Hints and information require a lot of text to get across, which means you should always work with a custom label provider capable of printing high-quality product packaging. Blurry or illegible words aren't convincing and they make your brand look unprofessional. The space you have for helpful text is extremely limited, as you don't want to skimp on bright spring imagery and a memorable logo. If the product is something potentially harmful (such as a pesticide), you have to devote some of your label space to warnings and ingredient information. High-quality printing is the way to ensure you have room for everything.

    Choose Tough Labels

    Your choice of material will play a large part in determining whether lawn care product labels end up looking good. Since these items are typically stored in garages, sheds or out in the elements, tough and waterproof labels that won't smear or fade over time are essential. Unless you go with waterproof materials, your products may look bad by the time customers need to purchase another item. If your brand name has worn off, the products won't be able to act as subtle advertisements encouraging shoppers to come back for more.

    An Ideal Partner

    When Lightning Labels is your third party of choice, you gain access to the competencies described above - many tough materials that can hold up through wet outdoor conditions, as well as speed, quality and customer service. The short time from placing an order to receiving your labels is especially important, as it means you have a chance to quickly capitalize on temporary occurrences such as National Lawn and Garden Month.

    Lawn and garden products are an industry where smaller companies can compete with the big brands. Every spring is a fresh new start, and if your products look bold, helpful and positive, you could catch shopper attention and gain new customers. If your current labeling style isn't up to the challenge, now's the time to step up.

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  • Give Cosmetic Labels a Fresh Look for Spring

    Spring Colors and Beauty Tips Enhance Packaging

    As spring begins, everything starts to feel different. Spurred by warmer weather, people want to get outside, be active and - vitally for cosmetics producers - wear spring colors in both clothing and makeup. The change of seasons is a great time to change your cosmetic labels. Whether you're launching new products or just urging customers to take a different look at your existing line of cosmetics, there's room to spread such a message via your labeling.

    Offer Hints

    When you work with a label provider capable of producing bold, high-quality labels, you can include more text on your labels than you'd be able to fit otherwise. This can encompass hints and tips, showing ways to use your products to achieve a certain effect. The change of a season is a great time to switch up the beauty suggestions on your cosmetic product labels, with new priorities and preferences coming to prominence as the temperature rises.

    Get Colorful

    Products and labels alike can benefit from a burst of spring color. The floral hues that define April and May seem tailor-made for your custom cosmetic labels. If your company mostly sells locally, you can also incorporate a regional feel. No matter what you choose, fun and freshness are reliable go-to themes. People are excited to spend more time outside, so you can't go wrong with adding more sun and fun to your product labels.

    Plan for the Sun

    If you offer sun-blocking products in addition to pure cosmetics, spring and summer are when they'll be at their peak importance. Refreshing your custom sunscreen labels while the days grow steadily longer label ensures they'll be at peak attractiveness and effectiveness when the scorching days of summer arrive. Protecting your customers' skin from UV rays is an important role for your products, meaning these labels can combine vital health advice with a fun, outdoors-themed look.

    High-quality cosmetic labels

    Of course, if your products' labels aren't manufactured to high standards, it will be difficult to make a good impression on your customers in spring or any other season. Working with Lightning Labels is therefore an essential part of launching an effective spring campaign and making your cosmetics products look great year-round. Lightning Labels offers a variety of materials and finishes that are perfect for cosmetics. When you go with labels that resist water and oils, you ensure they'll look great for a long time - when it's time to buy that same product again, your logo will still be clearly visible, urging shoppers to go with your brand.

    Spring is a great time for a new labeling campaign, and a good prelude to still more changes in summer, autumn and winter as preferred makeup styles shift with the seasons again. When you work with an all-digital printer such as Lightning Labels, you get the benefits of fast turnaround times and low minimum order sizes. This means you can set up new campaigns for every season without dealing with expensive waste and leftover labels. Your cosmetic brand can take on optimal new looks every few months.

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  • Custom Roll Labels Provide an Easy and Efficient Label Solution

    Custom Roll Labels - An Easy Way to Receive Your Labels

    Custom labels are an important part of branding for any company responsible for creating consumer products, so if this your field, you'll have to scout for third parties that can fill that role. When your business finds an efficient and experienced labeling partner, the care will show in how the labels themselves are produced. No element of your order will be left to chance.

    The roll-based format employed by Lightning Labels has its own benefits for businesses. Whether you're applying labels by hand or via a mechanical process, you'll find efficiency and utility benefits to getting roll labels instead of a sheet. The following are a few points to consider about this format, and signs that Lightning Labels really cares about its customers.

    Why Roll Labels?

    Why does Lightning Labels use roll labels? The following benefits are yours for the taking when you work with Lightning Labels for your custom labeling project.

    Less waste: Roll labels from Lightning Labels are an efficient way to get your order, with less extra material to create waste. Your labels will come on a roll of paper known as the release liner, which will easily disengage from the label. The release liner of your roll of labels will generally be 50-lb white paper coated in silicone. It's suitable for either hand or machine application.

    Quicker printing: Lightning Labels, true to the "lightning" in its name, prides itself on speed. Every part of the production process has been tuned to achieve a rapid pace, from the use of domestic facilities to the digital-only nature of the printers. Rolls enable quick print labels and play into the need for speed.

    Material options: When you work with Lightning Labels, you have plenty of choices for label materials and finishes. Custom roll labels can be earth-friendly options made from recycled content, or they can be chrome-finished and stunning designs that will give your products a modern edge.

    Management of large quantities: While Lightning Labels' all-digital processes enable customers to affordably order small quantities of labels, there is no problem with making a large order, either. When companies opt to buy many labels at once, they'll be thankful for the convenience of receiving their labels on a roll.

    Time to Make the Call

    When considering your next run of labels, you have to make a few key decisions. Will the order be large or small? Are the labels going to be applied by hand or a machine? Which material and finish will complement the company's branding and appeal to customers most effectively? No matter the answers to these questions, Lightning Labels' flexibility and commitment to quality make it an ideal partner to call.

    When you receive your custom roll labels, you can rest assured that this method was chosen to maximize the effectiveness of the product. With minimal waste, ease of management and a wider variety of options available, this is a great way to receive an order. The question now is what kind of product you'd like to promote next - the possibilities are endless.

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  • The Latest Food Labeling Terminology Battles

    Choosing Your Messaging Carefully

    When it comes to labeling your food and beverage products, making claims about their content is a delicate matter. The motivation behind promoting nutritional value is clear: Consumers today are interested in eating healthy, and the right suggestion might win them over. However, you'll have to be ready to back your claims up. When companies overstep what they're allowed to promote, they tend to end up in legal trouble. Which particular words are regulated for use in packaging tends to change over time - this, too, is something you'll have to keep an eye on.

    Below are a few examples of what can happen when a company makes a claim that doesn't convince consumers. These stories show the value of getting onto solid footing with your promises of nutritional value.

    The Battle Over '100%'

    What does it mean to be 100 percent Parmesan cheese? This strange question is at the center of a current legal case covered by Law360. The source pointed out that food production giant Kraft is a defendant in this case, along with Target, Safeway and more. Grated Parmesan cheese is the item in question. The arguments in the case are based on what exactly that percentage entails when it's on a label. The plaintiffs state that it's a false promise to contain no other ingredients. The defense has countered that it means 100 percent grated and 100 Parmesan, with no other varieties of cheese.

    As the case continues, the FDA has made its presence felt, if only indirectly. Defense attorneys say the agency previously approved the product's use of cellulose, but the plaintiffs believe the previous standard is not relevant to the current case. They claim the FDA approval is just based on the process behind aging the cheese, rather than its labeling in the final form. The case is ongoing, so it's unclear where it is going.

    What Can 'Skim Milk' Be?

    The Associated Press noted another labeling-based case, this time based on the use of the words "skim milk." A small creamery in Florida was forced to defend its use of the term against the Florida Department of Agriculture. The news provider noted that a new federal appeals court ruling has sided with the dairy rather than the government agency, overturning a previous case. The crux of the issue is whether milk without added Vitamin A, can be called "skim."

    The AP explained that the creamery, which focuses on natural products without additives, didn't want to augment the milk with the vitamin. It also found the state agency's demand - that it calls its product "imitation" skim milk - unacceptable. It's easy to see that such a suggestion could seriously undercut the authority of a brand targeting consumers who like natural items. The Department of Agriculture's case revolved around the legal meaning of skim milk as a product augmented to the nutritional value of whole milk, in defiance of the dictionary definition of "skim milk," which is just milk separated from cream.

    Choosing Your Claims Carefully

    What kinds of promises do you want to make about your products? Seeing reports on cases such as the above should act as ample warning to study precedent and stay away from suggestions that could land your brand in trouble. Once you've decided on safe and accurate descriptions for your products, it's time to print up visually arresting labels.

    Working with a provider such as Lightning Labels can give your product packaging the fidelity it needs to stand out on the shelves, with the text and imagery describing your products presented clearly. Shoppers will be interested in what you have to say, so once you've made your decision, you should find a capable partner to print up your promises on compelling Custom food labels.

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  • Earth Day is April 22: Celebrate with Recycled Labels

    Give Customers an Earth-Friendly Option With Recycled Labels

    While there's never a bad time to care about the health of the planet, April 22 is an especially apt moment. This is Earth Day, set aside to celebrate the planet and protect nature whenever and however possible. People will be looking for ways to show they care about keeping the environment healthy, and if your products are wrapped in eco-friendly labels, you'll have a head start on the competition. In the lead-up to Earth Day, you can team up with Lightning Labels to put a more naturally friendly face on your items.

    Recycled Labels Add the Finishing Touch

    Recycled labels made out of responsibly manufactured materials are especially critical for companies that celebrate good causes or promote conservation. If your business stands for protecting the earth, labels that seem to synthetic may create cognitive dissonance. You want every element of your products to be in line with your values, and that extends to the labels. Lightning Labels offers four different eco-friendly materials, so when it's time to place an order for custom recycled labels, consider using one of the following:

    Kraft Labels: These labels give your products an "earthy" feel, as they are made out of paper rather than harsh-seeming polymers. They are produced from 100 percent post-consumer waste for a minimal impact on the environment. Keep in mind that these labels are not laminated - products that have to stand up to oil and water should use another of our materials.

    Vellum Labels: Like Kraft Labels, our Vellum offering is not laminated and is made from 100 percent recycled materials. Between these two options, you can get specific about what you want the texture and feel of your labels to be, while sticking to an all-recycled policy.

    Biostone Labels: These ingenious labels reject both polymers and paper - there are no tree products included in them at all. They are really made out of stone! These labels, like the above, are non-laminated.

    White Earthfirst PLA: When you want a flexible polymer label, but don't want to harm the earth, turn to White Earthfirst PLA. PLA means polylactic acid. This biopolymer comes from corn rather than petroleum-derived chemicals. These labels are versatile and useful, whatever your line of business - they're suitable for all the main uses of our product labels, except for direct application to candle containers.

    Time to Celebrate

    Taking a more earth-friendly approach to your labeling in time for Earth Day may seem like an impossible goal for this year - after all, April 22 is just around the corner. However, when you're working with Lightning Labels, extreme speed is part of the deal. Lightning Labels works from domestic facilities instead of outsourcing its operations and employs all-digital printing methods. This means turnaround times and minimum order sizes are low.

    When your products and image revolve around a love for Mother Earth, having a label that isn't eco-friendly could raise doubts. Put customers' minds at ease while helping the planet by using one of Lightning Labels' four natural label materials. These are the perfect finishing touch for a responsible modern brand.

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  • Consecutive Number Labels Keep Track of Everything!

    Consecutive Number Labels Allow For Precise Tracking

    When you order from Lightning Labels, you have the option of receiving consecutive number labels, perfect for a number of tracking functions that any business can harness. Whether you're interested in precisely noting your inventory levels, hope to create a desirable limited-edition product or just want to issue parking permits with their own unique numbers, this kind of printing is for you.

    Investing in bar code labels and other tools for easy internal counting of information will enable you to simplify the storage, transport and stocking of your products. When you're working with partners that require products to be individually traceable, this is a powerful potential solution. While this is a popular use of consecutive number labels, it's not the only one. Passes and permits are more effective - meaning easier to keep track of and harder to falsify - when they are individually numbered.

    Numbering for Products

    When you want to mark individual packages of products - or note items as part of series - consecutive numbering from Lightning Labels is the way to achieve this feat. The numbers can be for your own benefit or meant for customers to see. In the former case, the digits or bar codes are employed by you and any companies you partner with to track inventory levels or movement through the supply chain. The visibility that comes with inventory labels is valuable and helps you keep an eye on stock without exerting great effort.

    You can also aim consecutive numbers at consumers. Letting shoppers know one of your items is part of a limited run - with the individual numbering to prove it - can create an exclusive and premium feel around that product. Maybe it's a bottle of this year's maple syrup harvest, or an object in a seasonal color scheme. Whatever your particular line of items is, you can employ consecutive numbering to make the offerings stand out from other, potentially larger companies' goods.

    Numbering for Passes and Permits

    If it's up to you to issue passes, permits and other credentials that recipients stick onto their car windows or clothes, you can take advantage of Lightning Labels' consecutive numbering offerings. Parking sticker labels with consecutive numbers can be tracked, with each individual sticker corresponding to a single recipient. This aids in your record-keeping and stops forgeries. Furthermore, when you issue these or other permits with consecutive numbers, it's easy to see at a glance how many you've given out and how many remain available.

    Affordable Short-Run Printing

    When you opt for consecutive number labels, you're likely only looking for a limited amount. This could pose problems if you were working with a partner that offers unreasonable rates for short print runs, but that's not how Lightning Labels does business. With all-digital processes in place, even modestly sized orders are affordable. Next time you're looking for an inventory tracking aid, a print run of parking passes or a batch of labels for limited-edition products, you can contact Lightning Labels. There are a variety of uses for consecutive number labels, and it's easy to see how they'll benefit various company types.

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  • What Graphic Elements Are Truly Critical in Food Label Design?

    Building a Better Food Label

    If it's been a while since your most recent food labeling changes, your food or beverage brand may be missing opportunities to appeal to consumers. In the aisles of grocery stores, your items are sitting next to similar offerings by competitors - sometimes these rival organizations will be much larger, with deep pockets and more advertising dollars. If your products don't look good next to these alternatives, it may be hard to win shoppers over. Fortunately, there are a few rules of thumb that can help direct your food label design philosophy.

    Custom Food Label Design Best Practices

    Creating aesthetically pleasing food packages should not be an afterthought. This is an important and distinct area of your branding, with major implications and its own unique practices. Food Navigator recently spoke with branding expert Simon Thorneycroft about the guiding factors that can keep brands on track when they redesign their labels.

    The most central point Thorneycroft made is that companies' food labels must convey a brand identity rather than just being easy on the eye. A distinctive look is one that stands out, creates emotions in viewers and is memorable. Creating imagery with all of these traits isn't easy or automatic, but food manufacturers that succeed at these objectives may find themselves picking up sales based solely on their products' distinctive look.

    Losing a connection to a product's real nature is a danger when companies get too caught up in complicated branding, according to the expert. He told Food Navigator that beautiful labels that neglect to actually depict the product within may not be helping their brands close the sale. He compared them to amusing and entertaining commercials that are unclear about what they're selling. Such assets may earn positive reaction but not move any units.

    Combine Many Inputs

    A great package design will appeal to multiple senses at once. Food Dive recently asked the question of what makes an interesting and appealing package. Consultant Alan Moskowitz told the source that the best designs get across a number of different facts, all at once. Rather than one single element of the label striking a chord with shoppers, there should be a unity between all the information displayed. From nutritional claims to color choices, everything matters.

    Moskowitz also noted that there's a technological element behind great packaging today. With the ability to use new materials in labeling print runs, and to contract shorter print runs than ever before, brands have the ability to get creative in ways they haven't before. Even huge brands such as Coca-Cola have had success with short print runs of unique-looking labels, meaning the concept of experimenting and personalizing has been tested and validated at the highest tiers of the mass market.

    Responding to Changes

    Of course, no matter how good your design sense is year-round, you have the potential to increase tour appeal by changing things up even further. A natural extension of the power of customization and short print runs, seasonal promotions can become a calling card for your company. There's always a holiday or special date tied to your product that you can celebrate. From tying a healthy product into an awareness month to showing regional pride with a local-themed design, there are infinite ways to transform your product's look.

    Changing design elements with the seasons while still keeping some iconic branding elements in place can become a winning strategy for food and beverage brands that want to stand out and expand their appeal while not alienating their existing consumer bases. Such an approach would lead to waste and unused labels in an era of high minimum orders, but the age of all-digital printing has changed the basics of production. Companies that want to try on new identities - or keep up with regulatory changes affecting elements such as nutrition facts - have a way to do so.

    Find a Custom Food Labeling Partner

    Working with Lightning Labels is an easy choice for companies that want to embrace great graphic design without being tied to large minimum orders. With high-quality, all-digital printing processes, Lightning Labels can ensure your food or beverage brand's unique logo and colors come through clearly. Combine this with a commitment to customer service and easy, quick shipping from domestic production facilities instead of outsourced factories and it's clear: You can get the custom food and beverage labels you need, no matter what type of strategy you have in mind.

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  • Recycled Labels Help Sell Your Craft Products

    Recycled Labels Are Rustic and Eco-Friendly

    Craft labels have to shoulder a lot of weight. When you turn your crafts into a business, you're entering a marketplace full of established companies. While these big producers tend to have copious marketing budgets, your items' packages are often your main way of getting your message out. You need to make sure your labels are as effective as possible at communicating your brand identity.

    That identity may be aligned with eco-friendliness, responsible consumption and handmade rather than mass-produced goods. If so, earth-friendly recycled labels like those from Lightning Labels make the perfect finishing touch for your craft project's look. Giving this distinctive aesthetic to your items can position them effectively within your particular market, carving out a space to thrive. March is National Craft Month, which means it's an appropriate time to focus in on your homemade items' branding and help them live up to their potential.

    Green Labels Set The Tone

    Authenticity and responsibility can set your small brand of products aside from the corporate giants making similar products. Creating a unique visual style will help enhance your appeal, and recycled labels can accomplish this feat. Working with Lightning Labels, you can get high-quality, durable labels made from one of several post-consumer-goods materials. Some of these have a rough feel that underlines your natural credentials and plays up your items' handmade nature, while others are sleek and versatile, allowing you to pick any messaging style you choose.

    Eco-friendly labels are especially helpful when your brand stands up for green causes publicly. Using sustainable materials in craft product labels shows that you aren't just talking about the issues, but actually following through on your values. This kind of unity of messaging and packaging can give consumers the confidence they need to take a chance on a small, local brand of products. Once you've convinced shoppers to buy an item once, the quality of your products can convince them to stay.

    Saluting the Craft Professionals

    Creating crafts is a passion shared by millions around the world, but not just anybody can turn a hobby into a thriving business. Your decision to make the jump is an admirable demonstration of your confidence in the products. It's great to back this confidence up with ideal packaging solutions which will help ensure your hard work doesn't get lost in the shuffle. During National Craft Month, it's a great time to either launch a new business based on handmade products or revise the labels of your current offerings to maximize their appeal.

    Eco-friendly labels are one way to update an item and make sure it gets noticed. If that doesn't fit your brand's plans, Lightning Labels can still help. The company offers a huge variety of custom label materials and finishes. Even if your products need tough labeling solutions - for instance beauty products stored in wet bathrooms or candles, giving off heat - Lightning Labels is a partner you can turn to. Craft products are an exciting corner of many a market, and if they're labeled well, they can really stand out.

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  • The Importance of 'Not for Kids' Custom Warning Labels on Your Cannabis Products

    Keep Kids Safe With Custom Warning Labels For Cannabis Products

    The founding of a whole new industry is an exciting time. With every business idea seemingly tried, this phenomenon has become very rare. The legal cannabis market is the exception that proves the rule.

    If you're striking into this evolving space, then you already know the importance of staking your place with great products and compelling packaging. However, there are a few important restrictions to keep in mind as you set up your legal cannabis business. For instance, you need to ensure your products sport clear custom warning labels to indicate that they are for adult consumption only.

    Laws Require Labels

    Where legal recreational marijuana goes, related products follow. Cannabis-based snacks are one of the most popular derivatives, and also one of the most likely to be accidentally ingested by kids, mistaking them for regular candy or brownies. As The Observer recently reported, Washington state-based businesses now have to apply "not for kids" warning labels to any edible cannabis products they sell. This includes drinks infused with pot and also covers topical ointments that are applied to the skin instead of eaten.

    The logo is mandated by the state and cannot be changed except to modify its size. That freedom to resize the warning has its limits, too, as it can't be smaller than three-fourths inch by one-half inch. The law in this state appears to be based on actual cases of accidental ingestion, as The Observer reported cases of increased emergency calls related to children eating pot-infused products.

    Of course, the fact that this is a Washington law instead of a national rule shows off one of the peculiarities of the cannabis industry. There is a patchwork of rules and regulations across the country, and it will only expand as more states allow sales. You have to both study the laws on the books for your state and be prepared to change with the times as more restrictions and stipulations pass.

    One potential winning strategy to cope with an evolving legal situation is to get ahead of the curve. Even if your state doesn't mandate "not for kids" warning labels, implementing it willingly could be a great way to show the community that you care about children's health and want to make sure your items are only used by people who are old enough.

    A Partner That Can Evolve

    When you're deeply invested in a young, changing industry, it pays to work with labeling partners that are flexible and agile. Having to order huge quantities of cannabis labels could leave you stuck with stock you can't use due to regulatory changes passed in the interim. Lightning Labels' all-digital processes enable low minimum order sizes and lightning-fast turnaround times, letting you keep up with the torrid pace of the developing legal cannabis market.

    As the industry inevitably changes, with labeling laws evolving from state to state - and potentially at the federal level - you need to keep pace. In matters such as cannabis warning labels, it may even pay to be ahead of the curve. Lightning Labels is the ally you need to take this perspective.

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