Package Design | packagedesignmag.com

By Patrick Henry

Whether it occupies most of a package’s exterior or just a small part of it, no packaging component shoulders more of the burden of brand messaging than the label. The look of the label obviously counts—but so do the underlying properties and the practical performance of the labeling material.

Package Design surveyed suppliers of labeling materials to get a snapshot of progress in the development of various kinds of labeling stocks. What we found is a pool of creativity and technical innovation that’s as impressive, in its way, as any of the exquisitely designed labels featured in the pages of this magazine.

Abundance of applications
The continuing popularity of pressure-sensitive (a.k.a. self-adhesive) labels rests upon their versatility. Injecting versatility into this kind of labeling material is the business focus of Acucote, which Gene Lauffer, its national sales manager, describes as a boutique supplier of sheet- and roll-fed films and papers, liners, and adhesives for pressure-sensitive label production.

Package designers can specify Acucote stocks for peel-off, instant redeemable coupons; flexible closures for re-sealable packages containing (for example) baby wipes or snack foods; and tamper-evident and anti-counterfeiting seals.

Acucote stocks are compatible with all of the principal label printing processes, including digital. Not only can the label stocks be PMS color-matched, says Lauffer, but so can the adhesives—a feature that assures authenticity. Adhesives also can be applied in patterns that leave some areas of the back side of the label sticky and others adhesive-free.

When the best look is invisible
Transparent labeling can be a competitive solution when compared to direct-decorating methods, such as silk-screening. “No other decorating technology offers the same combination of brilliant graphics, intricate die-cuts, and virtually invisible edge lines,” says Tina Hannan, Avery Dennison’s film product line director for label and packaging materials for North America.

Just announced at Labelexpo Europe 2011 was the launch of the Avery Dennison Curve Appeal system and Fasson Curvy film, a combination said to be capable of handling more complex container shapes and delivering up to 30% more space for primary labeling. Using a label like the Fasson Curvy gives package designers more decorating options, such as print effects not otherwise available on nonstandard shaped containers.