Metalized Films. It’s no secret that humans are attracted to shiny objects, so a metallic label has the potential to attract the eye away from neighboring products on the shelf. Metalized films are available in a variety of colors such as gold, silver and copper, as well as gloss, satin and matte finishes. They can also be brushed to give the appearance of stainless steel. They can say “high-end,” “tough,” or “look at me!”
STANDING OUT ON A CROWDED SHELF: DIFFERENTIATE YOUR BRAND WITH SPECIALTY LABELING MATERIALS
Guest Blogger Mark Mudgett from FLEXcon Comapny • Oct 06, 2020
This week we have a special post about unique label materials from our friends at FLEXcon, a global leader in coated and laminated films and adhesives used in graphics applications, manufactured goods, and new products. Mark Mudgett is a Sr. Account Manager with FLEXcon covering the New England area. In his 30+ years with the company, Mark has helped printers and converters match products with capabilities and target new emerging markets to achieve strong profitable growth strategies. Mark and Elise Provost, Marketing Communications Writer at FLEXcon, teamed up for this article about using specialty label materials to help differentiate your brand and product!
Knowing that the vast majority of buying decisions are made in the store, one primary goal of brands has always been to attract attention at the shelf, whether it be literal or virtual. That goal hasn’t changed, but with more and more new brands taking shelf space – and market share - standing out has become that much more critical.
Let’s take beer, for example. According to the Brewers Association, in 2012 there were 51 non-craft brewers in the U.S. – big conglomerates such as Anheuser-Busch - and just over 2000 craft breweries. According to Statista, the number of micro-breweries climbed to over 8000 in 2019. That’s a lot of competition at the shelf. The same is true for microbrands in other sectors, such as personal care, food, and cosmetics. One way to attract attention is to have a label that stands out, or better yet, can’t be ignored.
LABELS DO MORE THAN JUST INFORM
While the primary purpose of a label is to explicitly tell potential customers what’s inside, labels also send more subtle messages - implicit messages that make shoppers associate label characteristics with things that are important to them. In fact, research conducted by Amsterbrand reveals that consumers will make associations based on color, texture, imagery, and more. For example, people tend to associate blue with purity and cleanliness. They may associate a rough texture with ruggedness or a soft texture with femininity. All of these things speak to perceived value – whether it’s product quality or a desired emotion - and brands can use them to engage with customers.
INNOVATIVE LABEL DESIGN
While very eye-catching designs can be achieved with outstanding artwork on white or clear films, one way to make labels work harder is through the use of specialty films. There are many unique options to choose from that can allow labels to do more than simply state a brand name. Consider these possibilities:
Specialty Overlaminates. While the purpose of an overlaminate is mainly to protect the printed graphic, it can also be used to add texture or visual interest. Varieties range from simple gloss and matte finishes, to iridescent, glittered and textured.
Prismatic Films. A version of metalized films, prismatic films bring iridescence and geometric shapes into play. There are many designs available from a simple rainbow effect to a kaleidoscope. Couple them with a combination of translucent and opaque inks to achieve truly unique results – like this frog on water.
Fluorescent Films are virtually impossible NOT to see. Make a bold, throwback-to-the-seventies statement by showing lots of the film or keep it more subtle by allowing only small areas to peek through behind opaque inks.
Holographic Films. Holograms can be created in any design on a metalized film, such as this eagle. Imagine your brand logo as a hologram!
Textured Films provide a multi-sensory effect by combining visuals with tactile interest. There are flocked films for velvety texture, soft touch films that feel, you guessed it, soft to the touch, and numerous other subtle and bold textures.
Glitter Films. Much like prismatic films, glitter films can add pop to an otherwise ordinary label design, such as this pretty lady. They come in a wide range of colors, from gold and silver, to pink, green, blue, and even black.
There’s no doubt that standing out in a crowded marketplace is more challenging than ever or that packaging influences purchasing decisions, making presentation as important as function. The fact that a larger percentage of shopping is happening online these days only raises the bar, adding the factor of photographic appeal. The good news is that there ARE ways to attract attention, and your choice of label materials is one important element. Choose something very bold or more subtle based on what complements your brand. Then combine it with compelling artwork for appeal that speaks to your target audience, and it will be difficult for them to resist.
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Designing a label can be an involved process; logos, fonts, layout, material, and finish all must be taken into account. Then there’s the product-specific copy and information to include. It’s easy to get hung up on any or all of these things, but don’t forget to consider the importance of color selection While you may be choosing your colors based on your product or on your own color preference, you always want to make sure your colors are communicating the right thing to potential customers.
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As part of Inovar Packaging Group, Dion Label Printing is working to creating a world-class enterprise by building an innovative platform to drive sustainable growth and handle the increasingly complex demands of our diverse range of customers. Over the last several years, our parent company Inovar has acquired new facilities at a quick pace, including, most recently: Cimarron Label in Sioux Falls, SD and Amherst Label in Milford, NH. Acquiring is a major part of Inovar’s strategy to grow the company and better serve our customers and our internal teams, and we are concurrently working to expand our capacity, capabilities, and service offerings in other ways. To that end Inovar has recently moved into a newly renovated headquarters building in Dallas, TX. Located just a short distance from Inovar’s previous facility headquarters, the new location was built to showcase the mission of our brand. At triple the size of the last facility, this brand new building with its huge increase in both office and production space will enable us to provide even more solutions and support to our customers. The new facility is not just larger, however. In order to increase our capacity, capabilities, and offerings, and give our customers the highest quality labels and packaging solutions, we’ve added two new flexographic presses and a new digital press. Our Director of Marketing, Ashley Stewart, states, “the additional capacity, services, and embellishment capabilities will greatly increase our ability to meet all the requirements of even the most demanding brands. The team is thrilled to debut the new facility and showcase our capabilities to our existing and future customers.” We also have other expansions in the works. An addition of almost 20,000 additional square feet of production and warehousing space will expand Inovar’s Milwaukee, WI, location, Flexo-Graphics, and its presence in the area. We are excited for the opportunities our growth provides us to continue our rise as a premier label and packaging solution provider. Contact us today and let our growth help fuel yours.