MARGIN Builders
By Michael Vejar
COLORED LUMBER TAGS have become a difference maker for treater Culpeper Wood Preservers.
Trust through tags Product ID helps fulfill your brand’s promise
ll consumer products require some type of identification in the form of a label and related packaging, which comes in all manner of shapes and sizes to help get noticed and stand apart from competitors. But what do you do when all the “packages” look the same and the label is quite small, like with pressure treated lumber? You take a footprint measuring just 7/8” tall by 2” wide and make as broad a canvas as possible. A lot of people see truckloads of pressure treated boards heading down the highway. Too small to read as they pass by, the tags look functional at best. Held firmly in place with that staple and holding up well to 70+ MPH gusts and all sorts of weather conditions. Though unreadable, you can clearly see there are different colored tags from one bundle to the next. Hard to miss that even at 70+ MPH with a turbulent wake of mist. For the DIY-type of person who knows his or her way around a home improvement store, chances are they recognized those colored lumber tags as the Culpeper Wood Preservers brand of pressure treated lumber. Even for the casual observer wandering the isles looking for a furnace filter, they
A
16
n
The Merchant Magazine n
November 2021
likely passed by those small end tags, which are crammed full of essential details. “The end tag is literally our brand packaging,” said Chris Brown, director of business development and marketing, Culpeper Wood Preservers, Culpeper, Va. “It is a vital source of product and application information, but also a major part of our branding platform. The end tags also have to build trust and deliver peace of mind for our customers, from weekend do-it-yourselfers to seasoned contractors.” The face of the tags features a solid color treatment to reflect product type. Reverse-out copy and graphics allow the white color of the tag stock to show through. There are also various combinations of the solid color with black ink for specifications, as well as some tags featuring an alternate color for the product name/type. The back side of all the tags is printed in black. The small size of the text is still easy to read against the white color of the tag material. The printing is executed by MidSouth Design, Birmingham, Al. The tags are flexographic printed with proprietary ink systems. The white opaque material is 5-mil polypropylene with a two-sided matte finish. The construction offers Building-Products.com
