grantmichaels said:
I don't read the labels of anyone's sauces ...
None ... nobody's ...
Tell me what it is with a descriptive name, at a glance, and leave room for me to see it in the bottle ...
That's just me, though ...
It's not just you, it's a segment of the population. And another segment of the population scrutinizes labels heavily. And another segment of the population is in between light and heavy scrutiny.
But not everything you read is "active" reading, and not all influences for product purchasing decisions are deliberate. Some are intuitive and based on subtle nuance, whether you believe this to be so or not.
Take a look at your grocery aisle sometime and see how much green there is. You'll be a little surprised at the amount. Labels, hang-tags, packaging, call-outs on labels, or even the product color. Do you think it's a coincidence that the scrubby part of those scrubby sponges are green? It's not. Green is supposed to be a positive influence on purchasing. Many studies have been conducted on what drives consumer purchasing and color factored heavily into it.
There are many many more factors of course, but that's one of them.
Likewise, sometimes it's the subtle things that influence your decision-making. Take the banner on Crow's label for example. If a prospective consumer doesn't know what a Ghost Pepper is, they're sure as shit not going to know what a "Apple Ghost" is, and they may not need to consciously think "hey, what's an Apple Ghost?" - it might just be that at a glance they see something that they cannot identify with and in that split second they're negatively impacted in their decision.
This can be for 1000 different reasons, be it imagery, color, or phrasing.
Similarly, if they see "Apple & Ghost Pepper" then they will instantly know several things. One, they know instantly that the sauce has apples in it, and two that "ghost" it's a type of pepper, even if they've never heard of it before. This is all critical information that you simply can't assume people know.
I think it's a major mistake to omit the word :"pepper". Some might disagree, but you'll notice that I have it on every one of my labels. "Mild Lightly Smoked Pepper Sauce" or "Hot Fire-Roasted Pepper Sauce". On the romance panels I say "ghost pepper", or "fire-roasted jalapeno pepper".
I was taught in my marketing classes that one can never assume that the public will take the effort to think about your product. You need to make it a total no-brainer for them or risk losing them altogether. People (generally) don't want to have to work to figure out what something is, and sometimes making the consumer do that extra bit of work will be the difference between making the sale or not. You have a split second to capture their attention on the shelf. And if they don't know what you're selling them at a glance from the description on the front, you've failed at product packaging.
Especially in a grocery store where the sauce-maker is not there to explain it to them.
As such I would never put "Ghost" on my label without the word "Pepper" following it. Because I'm going to assume that only about 30% of the population even knows what a ghost pepper is. Maybe that's a poor assumption on my part, but even if it's only 30% of the population that doesn't know, that's 30% that I lose by failing to clarify it for them.
And sometimes it's not at a conscious level.
That said, I just won a grand champion in a marketing division, as well as a 1st place for label art at the Scovies for a product that has no description on the front other than "hot sauce" on the banner....but that also said, it's a pretty eye catching label, which also helps.
considering we're on the same team, GeminiCrow wins! 
