When you sell a product that has to be distinguished from the next one on the shelf, your packaging is of utmost importance. While it doesn’t necessarily have to be flashy and eye-catching, it still has to do plenty of other stuff. For example, it has to convey brand at some point, otherwise your brand gets no recognition and swiftly dies a death. It also has to convey some kind of tone for the product, whether this is youthful or serious, playful or conservative, it all has to come together in the packaging. And right at the very heart of that packaging is the humble label. The manufacturer’s best friend, and the retailer’s only hope of having any variety in the display.
However, for what seems like centuries, printed labels were all the same, at least in the way they were made. You had to order a bucket load of them for a start, because they cost time and money to make. Printed label creators didn’t want to settle for a pitifully small order for the tiny company, to keep their costs under control they had to make in bulk and sell in bulk. Then, you had the fact that you would have to use different plates of different colours. And this was a pain for many manufacturers, who had to use a variety of colours or risk being ignored.