John Shanley, president of Woodinville, Washington-based Labels West said the major benefit of a security feature is to save money. "An example of a direct cost savings would be a visible RFID label affixed to the outside of a retail package. If the would-be thief sees the tag and knows it will set off an alarm, he won't steal the item. He'll move on to another," he said. "An example of an indirect security feature might be something like adding a custom holograph or micro text to packaging. These are features that are difficult and expensive for a counterfeiter to duplicate. The counterfeiter will probably move on to a product with packaging that is easier to copy. This indirectly saves the brand owner money because cheap knock-offs of [its] product aren't being introduced into the marketplace. This protects the value of the brand."
- Companies:
- Label Works
- Labels West
- People:
- Cathy Dougherty
- John Shanley
Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.