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Earl explained it's all about your product's message and how much area is available to convey that message.
"If you have a high-end product, you will want to use four-color process and cold foil. Or if you have a very crafty designer, you can get a two-color label to look really nice. The more effects one uses, the more expensive the label [becomes]," he commented. "If you have a lower-end product, you're going to use a simpler label. If you have a contoured or other special shaped container, you will want to use a shrink sleeve to give you 360-degree graphics and use all the real estate the bottle has to offer. If you are looking to sample a product, then you would be better off using a foil-lined pouch for single serving trial offers."
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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