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.
Hamilton, Ohio-based Innovative Labeling Solutions (ILS), an expert in both flexographic and digital printing, is another manufacturer taking the necessary steps to provide exceptional service for its customers. Similar to Overnight Labels, ILS champions new equipment.
"Our philosophy is to not keep up, but be one step ahead. And that's readily apparent in the investments that we've made in the equipment not only on the digital side of our business, but also on the flexographic side," said Sean Gallagher, technical sales. "We have on the digital side a narrow web rotogravure laminator—the only one like it in the United States. It's designed specifically to work hand in hand with our digital equipment for the 13.5" wide web width. The market we are servicing in the flexible packaging industry is single serve—whether it be a sample packet of a tanning lotion, hand lotion, towelette or a single serving of coffee, tea, snack mix and trail mix. Flex packaging is growing well into the double digits right now."
The latest and greatest equipment is an absolute key to success; however, it may not be enough as many businesses continue to attempt to steady themselves while the economy begins to do the same. The U.S. economy may have begun to stabilize a bit, but it's still not the rosy financial climate of years past. And, sometimes a period of economic uncertainty calls for distributors to forge ahead into the unknown in order to maintain and thrive.
Though many distributors remain reluctant to venture into the somewhat unfamiliar territory of digital labels, Gallagher and Kathy Popovich, ILS director of marketing and communications, are seeing some of their distributors take that route.
"The ones who get it are wildly successful. And the ones who don't, I think ... they tend to just go back to doing what they know best. But we have had distributors that have never been involved in selling digital in the past, and with everything going on in the economy, [decided]: 'Well, I can either sit and wait for someone to knock on the door ... or I can actively start pursuing new opportunities and looking at my list of potential customers," noted Popovich.
New opportunity isn't the only reason to go after digital—the technology practically sells itself due to the quality of print and higher run lengths, she added. ILS owns three Hewlett-Packard (HP) indigo presses, which provide the highest of quality due to HP being in its third-generation presses, Popovich noted. Therefore, she said, "The technology is nearly perfected."
She continued, "The performance of the label is better—that coupled with the economy. It's been this gradual upward slope where people are getting onboard in general in this industry."
For those distributors researching the benefits of selling digital, ILS is there to help. A proponent of education, the company believes in forming a partnership with its distributors. ILS helps them grow their businesses, works on joint marketing efforts and accompanies them on visits to the end-user clients. And once the distributors have surpassed the learning curve, they are free to go solo and take their newfound self-confidence out on the road.
Designing Dos
While the production of labels continues to become more sophisticated, there are still several things to consider when choosing the label most suited for your client's needs. For instance, Popovich said to research the ramifications of using a pressure-sensitive label when temperature conditions are a factor. "Does it have to be refrigerated or in the freezer, is it going to be experiencing hot or cold, is it going to be wet or is it going to be dry? There are different materials which are developed and sold for specific applications. There are people out there who make a decision based on price only. ... Put a product in the freezer and labels start falling off if certain things aren't considered," she cautioned.
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."
He continued, saying the most important factor is how the labels are being printed because every process has its strengths and limitations. "The designer should be aware of this before the label is designed. Cold foil is a great effect, but a good designer can create a label out of three or four colors and have it look just as good," Earl insisted.
Similarly, Gallagher pointed out that digital printing can be used to mimic the look of metallic ink by choosing a silver substrate and overprinting with yellow—a more cost-effective method to give a label a metallic finish.
Digital or flexographic, high-end or low-end, it all goes back to having a reputable manufacturer on your side to assist in unleashing the power of the brand at stake.
"People don't really understand the technology that goes into making a high-end label," said Earl. "Whenever we take a customer for a tour of our plant, [his or her] opinion of what goes into making a quality label changes. You never hear, 'It's just a label' anymore."