A little information about labels

In the theory of trading there is the idea of a spontaneous purchase.  It is not hard to guess that this means purchase of something which was not planned previous to walking into the shop.  Statistics show that almost half of all purchases are spontaneous.  These purchases are most often made because the customers is attracted by the external appearance of the item.  One way of attracting attention is good labelling.

In translation from French this word means 'tag showing a price'.  French vendors were the first to notice that customers were inclined to make purchases based on their external appearance.  That is what led to the appearance of labels, pictures that attract attention.

Until the beginning of the 20th century creating the end version of an item with a label attached took a considerable amount of time.  First the picture needed to be developed, then attached to the item and whatever was intended to have an effect on the customer had to be drawn by hand.  Most often they wrote on the labels some particular characteristics of the item or the name of the manufacturer.  A well-known name was a kind of guarantee on the quality of the item.

Eventually, in the 1930s Stanton Avery of Los Angeles, having noticed how vendors were sticking on labels by had, decided to make self-adhesive labels.  In due course he also invented a special protective layer which was applied to the layer of glue to protect it from drying out.

The years passed.  Technologies developed.  And the paper manufacturing and printing industries also moved forward.  Label quality improved and producing them got more complicated.  Modern technologies make it possible to print with gold, to perforate, to apply holograms, to laminate, to emboss, to reverse-print, etc.

Over the years the function of labels did not change.  As it was a hundred years ago a label gives information about the product which is useful to the customer and advertises the item.  It is the label which makes us stop and think about buying an item.

It should be noted that today a label is not an indicator of the quality of the product.  Sometimes it is the opposite.  There may be a poor quality item hiding behind a beautiful and interesting label, and a genuinely good product might be obscured by an undistinguished and unconventional tag.  Another pitfall with labels is counterfeit goods.  Companies producing counterfeit goods do not blush to also counterfeit the label, including on it the information of the genuine producer.  In short, no one should blindly trust information on a label.  It is much better to check out reviews about the item acquired.