Description of “label”(according to the
dictionary): Brand, sign or tag placed on an object
or on merchandise for its identification, evaluation, classification, etc.
Up to this point the definition,
however, we all know that a label, sleeve or any other type of
packaging is much more than just an element to identify a product. The label is
an excellent communication tool between the brand and the customer and, in many
cases, helps the consumer about how and when to use the product.
Clear examples of how a label can become
more than just an element of identification are the labels on medicines or prescription free pharmaceutical products.
These types of products include, very
often in leaflet form, an important amount of information referring to
indications, warnings, dosage etc... but ...
- where does
the consumer note down the last time he/she took the product?
- when
should it be taken again?
- what
product dose or amount should be taken next time?...
these are just some of the questions that consumers frequently ask about products like vitamin supplements, de-flea products for pets, oral cosmetics, etc.. amongst other examples.
Even though there are ways to carry out
additional controls for all this information, the simplest way to make use
easier is to include a support in the product itself that allows us to note
down the indications of use.
We can also take a step forward and
adapt to our new times with the interactive labels. The interactive labels use image recognition technology through a camera to identify any type of object in real time: photos, logos, drawings, faces, bidi codes, QR, barcodes. Once the image is recognised, the application searches for the associated multimedia content through the Internet and superimposes it dynamically, offering multiple interactive applications: animated 3D models, videos, images, texts, interactive menus, audio and music and social data or any customised programming that the brand has developed.
In this way the product, through an image on the label, can link to instructions of
use, calendar for taking the medicine or any other application that eases and
guarantees correct consumption and even help in the creation of alarms and
warnings for the consumer directly into his/her e-mail or telephone.
