The biggest costs with labels are not the production and material costs, but the costs caused by errors, so it is worth paying more attention to labels.
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A label has fully performed its function only when it is able to convey the authenticity of the product it represents as well as the information.
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A label that is not able to convey the emotionality of the product it represents will not generate special demand for the product.
A label that is not able to appeal to the values of its potential customers will not be able to achieve the price for its product that it needs in order to survive.
Brands also age, and have to be reinvigorated. The challenge for designers is to anticipate and implement this subtle communication of the new without neglecting traditional values; technology has to deliver similar innovations and to secure technical feasibility.
These adaptations have to be made with the greatest care. This ongoing “face lifting” keeps a brand young.
The Golden Label Award jury therefore comprises balanced representation of experts from marketing and from engineering. There are four marketing and design experts together with four printing and finishing experts. Entries have to impress both groups of experts to reach the final round. This is what makes the Golden Label Award unique and objective.