<text response_time="2021/07/12 5:51:22 pm CET" respondent_ID="R25" respondent_descriptor="consultant" language_policy="Yes"> 
<Q: Please elaborate on your language policy.> I have worked at/for companies that have brand guidelines which include visuals and tone of voice.  I've seen guidelines that e.g. say whether to use 'brussel' or 'brusse;s' sprouts etc. with spellings. This generally expands out onto website copy. There will be standard environmental messages that get copied and pasted over from product to product in addition to oprl. 
<Q: What makes a good packaging label? What information should be prioritised?> As a pack tech, all the legal information, that is what I'm responsible for checking, Marketing will say it is the Image, product title and product description. the legal sub-descriptor, often found on the back near the ingredients is often very unromantic in comparision 
<Q: Can you describe your approach, or the approach of your organisation, to supporting/point-of-sale information with regard to plastic packaging?> n/a - 
<Q: Are there any examples of labelling that you are especially proud of? If you aren't involved in design, please tell us about some packaging/labelling that you especially like, and why.> (how long have you got) I love Fortnum and Mason's range of products - they are really good at maintaining colour consistency across the store an on different packaging materials (a duck-egg? blue) and e.g. with tea tins, they all look the same with just different coloured bands for the different varieties - embossed in the bottom of the tins, which you only see properly when the tin is empty, are the words 'time for tea' . I think they should leave the barcode and recycling info off (or at least put them on a removable label) as these are tins I keep and refill. Lyle's Golden Syrup - the design has stayed the same for decades but nobody seems to be bothered about the DEAD LION bang in the middle. I like the fun elements of Innocent Smoothies (moulded into some the bottles they have 'send help I'm trapped in a bottle making factory') but this wears thin with other brands 'buy me' 'eat me' just annoys me. but I am clearly ambivalent about this as Muc-Off use''Help save the planet! Don't throw me away, give me a long and happy life by re-filling using a Muc-Off 5 ltr container' and 'please recycle me' - it does feel right for the brand so maybe it depends on your expectations of the brand.
<Q: What information would you wish to be included on packaging labels, if e.g. space and branding weren't an issue?> Total carbon footprint of the product including the packaging. (not the packaging on its own). Messaging on how the packaging has protected the product, what happens to the packaging once disposed of correctly. 
<Q: Is there anything that you purposely avoid including on packaging labels?> I believe people avoid using the OPRL logos if the packaging is currently not recyclable - it just highlights the issue, and minimise the nutrition traffic lights if there are any reds there. 
<Q: What do you most want consumers to take away from the text on packaging labels? Is there any messaging that you feel isn't landing with consumers?> #1 'Buy me'  #2 How well the packaging protects the product and how alternative materials might not be as good for the environment as everyone thinks. 
<Q: Do you have any other thoughts or comments you would like to share?> I don't like the trend of using mild, or inferring stronger, swear words in branding (says the person that loves Muc-Off) but maybe I'm not the target audience. 
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