Label Writing and Planning: A Guide to Good Customer Communication

Description

The label on your product is the most important document you produce. Ask any customer; it is often the only communication they have with you. This book is about getting your labeling and product information right, and that is more important than getting customers to buy your products. It is about ensuring that they buy them again, and again. Written primarily for the fast moving consumer goods industries such as food, chemicals, cosmetics and health, this book is also essential reading for anyone involved in label writing and design, or product information in any context. Tony Holkham is a consultant providing expertise to a range of industries. He has written in-house labeling manuals, published articles and runs training courses on the subject. Front Matter....Pages i-1 Abbreviations....Pages 2-7 Abuse....Pages 8-11 Artwork....Pages 12-13 Attracting Attention....Pages 14-15 Bar Codes....Pages 16-16 Challenge....Pages 17-19 Check Lists....Pages 20-27 Chemicals....Pages 28-29 Colour....Pages 30-33 Common Sense....Pages 34-36 Contents & Ingredients....Pages 37-37 Costs....Pages 38-43 Customer....Pages 44-47 Decisions....Pages 48-49 Design....Pages 50-55 Desk-Top Publishing (DTP)....Pages 56-57 Education....Pages 58-59 Environment....Pages 60-61 Essentials....Pages 62-63 FIT (it won’t)....Pages 64-71 Food & Drink....Pages 72-77 Humour....Pages 78-79 Industry....Pages 80-81 Information....Pages 82-85 Jargon....Pages 86-89 Labels & Labelling....Pages 90-91 Label Writers....Pages 92-97 Language....Pages 98-99 Language Style....Pages 100-103 Law (Legislation)....Pages 104-107 Layout....Pages 108-109 Leaflets & Booklets....Pages 110-113 Managing Labelling....Pages 114-119 Manuals....Pages 120-121 Mixing Instructions....Pages 122-125 Motivation....Pages 126-129 Names....Pages 130-133 No One Reads Labels Anyway....Pages 134-135 Opening & Assembly Instructions....Pages 136-139 Packs....Pages 140-141 Pictures....Pages 142-143 Pointers....Pages 144-145 Printers & Printing....Pages 146-147 Print Size....Pages 148-151 Print Style....Pages 152-157 Problems....Pages 158-159 Production....Pages 160-161 Proofs....Pages 162-163 Safety....Pages 164-169 Selling and Advertising....Pages 170-173 Signs....Pages 174-174 Small Packs & Containers....Pages 175-175 Specialist Help....Pages 176-179 Standards....Pages 180-185 Training....Pages 186-207 Using the Product....Pages 208-211 Visual Impact....Pages 212-212 What Should Go on a Label?....Pages 213-213 Words....Pages 214-214 Writing a Label....Pages 215-215 Back Matter....Pages 216-219