Educate, engage and enforce

摘要

With the recent close of an outstanding Labelexpo Europe, labels and coating were high on the agenda of attendees and exhibitors. With the upcoming IPEX show, print is understandably at the forefront of many converters' minds. After all, it is the engine that drives a brand message into consumers' hearts and minds. A simple box that looks a bit weathered will not cause much consternation for most, as it looks the part it is playing: a no-nonsense shipping solution that protects goods in transit. However, an ink-smudged label, a bar code that does not scan or a QR code that does not read on a smartphone will immediately cause customers to steer clear - they will not trust the product, even if there is nothing wrong with it. It is thought of as 'damaged'.