Making beautiful labels By Neel Madsen, Journalist
It has been said that digital printing is the easy part of making labels, it’s in the finishing process that the real skill comes in. While traditional methods of adding foiling and other special effects to labels still dominate, newer digital finishing technologies can offer more agility, flexibility and sustainability. erhaps nowhere more so than in beauty, cosmetics and personal care does the label on the product have to convey the brand positioning and attract the target customer. In an overcrowded and highly competitive market, it has to work even harder to call the potential buyer into action. So, should your brand exude luxury or are you appealing to the ecowarrior? Are you going for the scientific approach or are you promoting certain natural health benefits? Whether you’re aiming for the minimalist look or full-on bling that punches you in the face, your friendly label printing company will have a number of
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tools in their arsenal to help you. When we talk about digital technology for labels, most will think of the printing process itself, however some label printers are using digital methods to increase the value-add in the finishing process. These new embellishment solutions can enhance labels with foiling and metallics in a variety of colours, high-build varnishes for tactile effects and patterns including braille, spot matt or gloss varnish, and holographic effects, as well as advanced security features.
Digital embellishment
Infinite flexibility, faster delivery and increased sustainability are crucial factors that make any type of digitally driven technology, including embellishment techniques, very attractive. When digital methods are deployed,
you get full design freedom as files can be amended right up until production starts. Each label can be decorated differently, customised or even personalised for the individual consumer. With no tooling required, there is no waiting around for screens, dies and embossing plates to be made, which speeds up the time to market. And when combined with digital printing, the minimum order quantities can be very low, which is perfect for testing new product lines, releasing limited editions or producing multiple SKUs in short runs. This all adds up to big costs savings and less overall waste. Just-in-time delivery has become the mantra for many brands and retailers in their quest to stay ahead of the competition. They are not interested in tying up
