Labelling

The First Moment of Truth is the term famously used by Procter & Gamble to describe the few seconds it takes for consumers to make up their mind about a product on the store shelf. But these days I often feel like I need a few minutes to make a decision in the supermarket as I increasingly struggle to make sense of the diverse range of messages communicated by on-pack labels.

The proliferation of labelling schemes, such as traffic lights, Red Tractors and GDAs, has undoubtedly made the job of packaging designers much harder, as they struggle to communicate a brand's message via an ever-decreasing on-pack area.

Two developments this week will put space at even more of a premium: Tesco's revelation that it will roll out carbon labels later this month, and the announcement that the British Retail Consortium will press ahead with plans to introduce a common packaging recycling logo, despite some opposition from the packaging industry.

I can't help but feel that presenting this information via more on-pack labels is the wrong approach.

Firstly, assuming that consumers notice the carbon label in the first place, will they associate this with the entire product lifecycle or will it just be another excuse to focus on packaging? A single number, without context, will just contribute to the continuing ignorance about lifecycle emissions.

If you asked the average man or woman in the street, how many would be aware that milk production accounts for almost two-thirds of the lifecycle emissions of a Cadbury Dairy Milk, compared with just 1% for packaging?

Although there are strong motives for introducing the common recycling logo, it might end up making an already untidy situation look like Tracey Emin's infamous bed.

For the time being, we are stuck with a situation in the UK where waste collection is the responsibility of individual local authorities, so it's best left to them to communicate exactly what they can and cannot recycle in their own areas.

Many already supply detailed information to residents, and as citizens we must take individual responsibility for our actions, even if we have to put aside an extra five minutes per week to separate our waste.

 Unfortunately, I fear that the common recycling logo will only serve to confuse many with the right motives, or act as a get-out clause for people who can't be bothered to check the information supplied by their local authority, creating more hassle in separation as Tetra Paks are fished out from the paper stream.