All Label Vendors are Not Created Equal

by Ken Leblanc, Universal Label Technologies

In today’s fast paced environment, it is all too easy to lose sight of the good old fashioned business values that the industrial engine was built upon. With the advent of the internet and its nearest relative E-mail; vast amounts of unfiltered information is at our fingertips within a few keystrokes. Mobile phones keep us in constant contact with customers, vendors, business associates, family, friends and the occasional telemarketing call. While these and other technologies have tremendous value they all too often truncate the communication line necessary to ensure that projects meet the required needs and ultimately perform with great success.

Choosing the right vendor to produce your labels is a critical juncture of any auto identification project. On the surface even the least complex label requires an understanding of the application and environmental exposures. This is where proper selection of a good vendor who strives to be a partner on your team can provide the insight, knowledge and capabilities to help you succeed. It all begins with a series of questions that assist the company manufacturing the label to truly understand the challenges associated with the application, from environmental factors to interaction with software and scanning hardware.

This critical process helps to determine the correct adhesive, the best substrate, whether or not a protective over laminate is needed along with use of colors, text, arrows and the optimal print technology. Further it should provide insight as to the label dimensions, proper selection of bar code language, sequencing of data and correct bar code X-dimension based upon scanning hardware to be used and scan distances to be achieved. Conversation will also help determine the required finishing needs; such as core size, labels per roll, winding direction, if the labels will be automatically or manually applied at your facility and other necessary inspection procedures. Finally, this process should always include press proofs or prototyping on the label design before being put into a full production run. This allows you to not only review the label for physical design attributes but also on-site scan testing to determine proper performance in your environment.

Failing to discuss any of these features can result in untimely label failure. In my 20 years of industry experience I have heard of numerous examples of failed projects due to inadequate comprehension of the application and exposure environment. For instance, a mid-west hospital facility wanted to label all equipment above a certain value. This equipment would be exposed to various cycles of pressure washing, steam, radiation and continuous abrasion. Initially a vendor was selected based upon testing various samples which led to a small order run under a pilot test. The results of the pilot were successful; however, the bulk purchase of the project was given to a purchasing agent who requested bids from several vendors. The agent purchased inferior labels solely based upon price and within a short period of time the labels began failing. By the time the vendor of the pilot run was contacted to assist in fixing the error the purchasing agent had been removed from the process.

In another example, a large consumer goods company was implementing a warehouse management system. The successful vendor provided press prototypes of each label design for on-site evaluation prior to going into a full production run. Upon approval of the prototypes the labels were manufactured and shipped to the company for installation prior to their go-live date. Just before the live date the vendor received a frantic call stating that one of the designs did not scan. Upon numerous conversations and a fairly exhaustive investigation process it was found that the operators installing the labels were cutting off the left and right sides of the label prior to applying to a metal backing. Since bar codes need quiet or dead zones at each end in order for a scanner to decode the symbol, these were being cut off by the installation crew and therefore the reason behind the "no reads".

A third example had a large 3PL implementing a WMS system in conjunction with the standards of their customer. The vendor provided press prototypes of each label design for on-site evaluation before putting the project into a production run. Once approved the labels were manufactured and shipped to the 3PL for installation. While on vacation the vendor sales representative received a call from the facilities project manager stating that the labels were flagging at the corners and coming off the rack surface. Immediately the representative was in contact with his people inside the plant to review material lots used and determine if there were possible adhesive coating issues. Upon lengthy conversations with the project manager it was brought out that the installation crew was using a polishing product to clean the rack surface prior to affixing the label. Ultimately, the company was introducing a contaminate to the surface which begins to breakdown the adhesive upon contact. The solution was to abandon the polish and switch to an alcohol based cleaner which dries within seconds and cuts away grease and other surface contaminates. In order to address the issue with labels already installed the vendor provided a clear film label with aggressive coating of adhesive which was somewhat larger than the rack label. Once the surface around the label was cleaned properly the clear film bonded to both the label and rack surface.   

These are but a few examples of the value a good manufacturer brings to the table. Any vendor can provide pricing simply based upon a set of specifications. However, a true partner will take the time to understand the needs and goals specific to the application in order to ensure success.  When choosing a vendor for your sensitive and important label project, be sure to do your homework and make sure the vendor has done theirs.