Labels for the best dressed products

With labels, the only thing that isn’t changing is their widespread use.  

According to Harry Havenga, UPM Raflatac’s business segment manager – wine & beverage, there’s a demand for heightened service and support from label suppliers as we see shorter, more frequent bottling campaigns, and wineries providing short-notice periods when bottling new brands (see following article).  

With the increasing need for faster design and production turnaround, self-adhesive technology has proven to be more effective for newer, more sophisticated converting technologies, especially for intricate die-cutting.  

In many new product areas for both high- and low-volume projects, thin wall and barrier applications for in-mould labelling (IML) and in-mould decoration (IMD) are making a mark, particularly as they remove unnecessary processes and don’t hinder recycling.   

At AWA’s annual IMACON and IMDCON, being held in Chicago in October, Clare Goldsberry, Modern Plastics Worldwide, is addressing the complex topic of what it will take to bring IML and IMD into the mainstream packaging and product decoration markets. Another competitive technology, direct-to-product inkjet, has a likely future in product identification and decoration.

So how do labels define a product?

Whether consciously or subconsciously, consumers impart a certain value to the purchased product based on its appearance. Does it look appropriate for its price point? Does it continue to work as a qualifier after purchase? Does it reinforce the consumer’s decision to purchase and hold interest for the consumer to share it with others?

A label and package are crucial to reassuring consumers that they’ve made a good decision to purchase a product. It needs to continue working during consumption and reinforce the perception that the product is really good.

This feature focuses on what’s available for the best-dressed packs in this ever-evolving sector.