Choosing the Correct Label Orientation When Ordering Labels

Rectangular and oval labels on rolls can be oriented either horizontally or vertically on the roll. Though two equally sized labels may be otherwise identical, their orientation on the roll will affect how you design your label and could cause problems if you use a label applicator, dispenser, or machine to apply labels to your products. Here’s what you need to know.

Label Orientation Basics

The first number of a label’s dimensions represents its height while the second number is its width. Label rolls are positioned into printers as show in the images below, with the width of the label being the leading edge that emerges from the printer.

If you plan on applying your printed labels by hand, the orientation on the roll isn’t all that important as you can peel the label off and apply it to the item as needed. However, if you’re going to use a label applicator, machine, or dispenser, label orientation is an important consideration before you begin.

For example, notice the positioning of the wine bottle in the label applicator below:

The bottle is laid on its side in the applicator, with the leading edge of the label roll (width) being applied as shown in the image. This causes confusion because many people visualize the bottle in its upright position when ordering labels. As a result, they order tall, narrow labels (such as 4×3) when they really should be ordering the opposite orientation of short, wide labels (3×4).