The majority of printers used for business and industrial labeling today are black and white thermal. Businesses that want to leverage the advantages of color labels typically rely on a labor-intensive process—a large commercial print run of color-only labels, and then use thermal printers to add black text to the pre-printed color labels as needed. This cumbersome process prevents colors on pre-printed labels from quick modifications and the slightest change can make pre-printed labels obsolete and unusable.
 
Because monochrome thermal printing has been the status quo, many businesses are unaware of recent advances in label printing technology which utilize a single printer to produce labels containing both color and monochrome, quickly and efficiently. Now with a one-step, single-device solution available, businesses can easily and economically print labels on-demand. This article will outline color label printing technologies that allow businesses to move past the traditional method of producing color labels and can help build stronger brands, achieve more efficient operations, and even help improve quality and safety.
 
The Impact of Color in Labeling
Color labeling is proven beneficial in business by improving brand recognition,¹ differentiating products, focusing audience attention and more. It’s a well-known fact that color improves the ability to impact audiences by influencing memory, learning, recognition and recall,² among other cognitive functions. Color is an asset for business growth, ultimately contributing to building stronger brands and improving quality and safety.
 
Reinforcing Brand Recognition
Research shows that customers tend to reach conclusions about products within the first 90 seconds of interaction, almost solely based on color.³ When it comes to positioning, differentiating and conveying the benefits of a company’s product or product line, the use of color is proven to improve brand recognition.²
 
One of the challenges associated with the traditional two-step color label process is overproduction and inventory of pre-printed color-only labels. Due to ever-changing market and regulatory demands, businesses must constantly evolve how they position and present products. Any slight change makes the pre-printed label inventory obsolete, ultimately wasting resources. Advances in color-label technology give businesses the ability to create custom, on-demand color‑enhanced labels and keep up with the demands of the market while also avoiding waste and saving on cost.
 
It’s now easier to target specific audiences with on-demand labeling capabilities. With on-demand printing, a marketing team has full control over the labels without penalties for not meeting minimum run quantities. Businesses can directly address and cater to diverse audiences with different goals, needs and motivations. For example, marketing teams can target extremely specific segments, whether it’s a single community, for a specific event, or a particular season of the year.
 
Increasing Production Efficiency and Reducing Errors
When it comes to operations, color is used to improve the efficiency of tasks and reduce errors during production. By improving the learning of tasks and procedures and increasing the comprehension of information, color helps focus attention and distinguish important information. Businesses can better communicate technical information between management, co-workers, customers, and partners using color visuals, ultimately improving inventory management and resulting in fewer labeling and shipping errors.
 
Streamlining and Simplifying the Printing Process
By eliminating the workaround of ordering pre-printed color labels in bulk then adding variable data, businesses significantly save on costs and benefit from the flexibility of the Just in Time Color solution, while increasing efficiency and customization. With several color inkjet label printer solutions available in the market, businesses can save on cost and time, as well as benefit from increased speed, image quality and durability. Say goodbye to the stacks of pre-printed label inventory and the accompanying labor-intensive process. Simple color on-demand is a reality, and in business, color works.
 
Summary
The impact of color in labeling goes beyond making packaging more eye-catching. New color label technologies allow businesses to grow and improve by helping to reinforce brand recognition, increase production efficiency, reduce errors,⁴ and streamline and simplify the printing process – all while cutting costs. The future is color, and the future is here – simpler on-demand color label printing can help business grow and expand opportunities.
 

References:
¹Lam, Shun Yin (2001). The Effects of Store Environment on Shopping Behaviors: A Critical Review. Advances in Consumer Research, Vol. 28, Issue 1, 190.
² Van Dam, Gerrit, Joan Peeck, Michele Brinkerink, and Usmar Gorter (1974). The Isolation Effect in Free Recall and Recognition. The American Journal of Psychology, Vol. 87, No. 3, 497-504.
³Singh, Satyendra (2006). Impact of Color on Marketing. Management Decision, Vol. 44, Issue 6, 783-789.
⁴Johnson, Virginia (1992). The Power of Color. Successful Meetings, Vol. 41, No. 7, 87, 90.


About the Author
Andy Scherz is senior product manager, Commercial Labels, Epson America, Inc. Epson is a global technology leader dedicated to becoming indispensable to society by connecting people, things and information with its original efficient, compact and precision technologies. The company is focused on driving innovations and exceeding customer expectations in inkjet, visual communications, wearables and robotics. Epson is proud of its contributions to realizing a sustainable society and its ongoing efforts to realizing the United Nations’ Sustainable Development Goals.