The packaging of every product is inextricably linked to sales. Once the product hits the shelf, its packaging shoulders the responsibility of making the product stand out, engaging customers, and communicating the brand’s essence. Packaging must be distinctive, attractive, and reflect what’s inside. For labels that sparkle as well as startle, premium manufacturers are turning to digital textured Labeling – a unique printing technique that brings depth and personality to labels for a difference that customers can see and feel. Texture brings full-colour images to life on standard label materials.
The importance of texture
Textured labels allow experimentation with a range of finishing techniques such as embossing that raises parts of the label, the use of different materials, and more – to produce labels with a multi-sensory appeal. After all, unique, differentiated products deserve labels that reflect their specialness. Textured labels make the product stand out on the shelf and engage customers.
Since packaging defines a product so that customers make assumptions about the quality of the product by merely looking at the packaging, experimenting with textured Labeling is an excellent way of providing assurances of the superior quality of the product. Digitally textured Labeling gives designers and marketers an expanded toolkit for communicating the personality of a brand. It also helps to build brand reputation.
Instead of printing directly on specified textured paper or material, the digital method creates a textured layer on the label face-stock with an inkjet digital printing press that layers the ink in a proposed pattern creating the desired textured effect. There are various benefits to this form of value addition, but a key one is that the expenditure of stocking the multiple types of textured paper is eliminated. One can define the desired texture at the artwork stage and let the inkjet printing process use white ink to build the textured layers into a final label piece. These effects are not limited to paper substrates; synthetic materials such as PPE and PE can also have digital textured effects applied.
Benefits of stakeholders
Textured Labeling is not only a potent tool for FMCG manufacturers, where the products must stand out on the shelf. Yet from electronics to optometry, textured Labeling is suitable for a vast range of products.
It takes more than the grip of the grape to make the average consumer plump for a bottle of wine. In many instances, it’s the label design that will first pique a customer’s interest. Digital textured labelling allows designers to get creative with the feel of label, at a potentially lower cost than the textured paper that has become the mainstay of many wine manufacturers. One can also apply variable textured effects across the same label.