De­signer la­bels

Onboard Hospitality - - Galley Gossip -

Ge­orge Banks won our 2016 Life­time Achieve­ment Award fol­low­ing a long ca­reer in in­flight ser­vice. Here he re­calls the chang­ing face of lug­gage la­bels and ticket wal­lets

We all love to la­bel things: lit­er­ally, with a de­scrip­tion, or more ab­stractly, with a de­tail or a de­sign. Many prod­ucts now sell sim­ply be­cause of the pres­tige around their la­bel, or be­cause their la­belling at­tracts the eye and sells the prod­uct, what­ever it may be.

Mar­ke­teers call it brand­ing and this rather over-used word is cer­tainly im­por­tant in sell­ing. Chang­ing the de­sign or colours of a well-loved look can be a ma­jor un­der­tak­ing re­quir­ing much re­search, graphic and font con­sid­er­a­tion and new-look tri­alling.

Air­lines to­day align with many well-known brands and la­bels to help at­tract the cus­tomer but per­haps put less ef­fort into plac­ing their own brand through­out the cus­tomer jour­ney. As I look back on my own air­line ca­reer I re­call many skil­fully de­signed air­line lug­gage la­bels which pas­sen­gers were proud to dis­play, as well as beau­ti­fully-de­signed ticket cov­ers and fold­ers which all helped ad­ver­tise the air­line’s brand and added to the cus­tomer ex­pe­ri­ence. Here are a few colour­ful ex­am­ples, un­ques­tion­ably all so much more stylish than to­day’s ghastly, im­per­sonal bag­gage tags and e-tick­ets!

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