Lasting A-peel

Labels are easy to take for granted. For some consumers, they're nothing more than a vehicle for nutritional information or window dressing for their preferred bottle of wine or jar of gravy. But for end-users, labels are a ticket to effective branding. A successful label ultimately determines who remains one step ahead and who simply keeps up with the printing Joneses.To stay at the top of its game, Deer Park, New York-based Overnight Labels, a manufacturer of pressure-sensitive labels, flexible packaging and shrink sleeves, continuously investigates new substrates to print with and embraces new technology whenever available.

"We can run labels that are rotary silkscreened in combination with four-color process. We can run cold foil labels that are printed [with] four-color process, as well. We can run up to eight colors on a variety of substrates from holographic materials to sparkle lamination," said Donald Earl, owner. "We are continuing to add new presses and technology on a regular basis. It is our ability and expertise to use the same equipment everyone else uses, but do it better."

But not all of Earl's competition take the initiative to maintain robust equipment, which is why he cautions distributors to partner with reputable suppliers. "There are still a lot of label manufacturers selling labels made of second-hand material on 30-year-old presses. But if you need a label printed at 175 line screen that will go on a production line that's labeling 200 bottles per minute, then you should be using a reputable manufacturer," he noted.

Also, he warned people not to be fooled by low prices. That won't help when a production date is missed or stock has run out at a major retailer. "The more reputable manufacturers will be more expensive for the labels, but over the long-run, the higher quality and reliability far outweigh a down-and-dirty price," Earl affirmed.