How to optimize the print design of the label from the five-step
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Step 1: clear the type of label
Labels come in a variety of forms and have multiple uses, and different presentations can perform different functions.
A multi-page booklet label reveals the “story” behind the brand, rather than the label on the prescription drug (OTC) bottle, which aggregates product information and regulatory information to present the main information of the drug in an orderly manner. The transparent pressure-sensitive label fits the shape of the package to create a smooth, “no label” feel. Due to the low profit margins of commodities, many commodity manufacturers are increasingly favoring cost-effective pressure-sensitive re-sealing labels. For example, stick it on a re-openable pasta and potato chip bag. The smart tag embeds the electronic tag (RFID) chip in the tag material, and realizes functions such as logistics management, logistics environment monitoring, and traceability. Today, the introduction of new label materials and inks makes labels as environmentally friendly as other parts of the package.
Step 2: Evaluate the sales cycle of the product and the marketing role of the label
From coffee to personal care products, a variety of short-term FMCG products are popular with consumers. These products are fast on and off, and consumers can find unexpected new "treasures" every time they shop. An effective labeling strategy minimizes the cost of a fast-moving strategy. For example, coffee packaging, the new batch of products only need to change the graphic elements on the label, the rest of the package can remain unchanged.
Made in Washington Stores, based in Seattle, the store is adopting this approach when it renews its Roasted in Seattle variety. Each time a new variety is used, a three-layer aluminum-plastic composite bag is still used. The new-flavored roasted coffee only changes the pressure-sensitive label pattern on the bag, and flexographic printing is performed in black plus two spot colors. In the recent holiday season, this label that reflects the characteristics of the new product has brought a surge in sales to the store.
Step 3: Understand the customer's visual concerns
In today's society, retail product differentiation is more important than ever, and labeling is one of the most effective solutions for differentiated commodity packaging. In 2010, a survey by the American Marketing Association showed that only 8% of consumers purchased products for advertising, while 35% of consumers bought the product for product packaging. In the same year, a packaging study by AC Nielsen found that the use of shrink-wrapped shaped bottles can cause strong emotional resonance among consumers, leading to product trials and sales. In addition, market research by some brands has confirmed that the use of pressure-sensitive shrink labels is very effective in enhancing consumer buying interest, because it allows consumers to clearly see through the blank parts of the label and clear and transparent packaging containers. The product inside. As packaging sizes are shrinking, more and more businesses tend to book labels in order to show consumers more product information. Therefore, as a designer, it is important to understand the consumers and their concerns.
Step 4: Clarify the display effect required for marketing
To develop a good label or packaging, you must first identify an important question: From a material point of view, how can packaging get good marketing results?
For labels, the above issues cover all aspects of packaging, from the visibility of the package (in different store lighting conditions, the display of the label), to the best ink with the right ink, and then to the selection The most appropriate material, taking into account the surface properties and contours of the package.
Pressure sensitive labels are popular for their flexibility in use. About 46% of consumer goods manufacturers in North America use pressure sensitive labels on their packaging, many of which can use these labels more effectively to reduce operating costs, increase productivity, and give the brand the marketing visual impact they need. Force, thereby increasing sales.
In addition, the shrink label of the overall package packaging container is quickly becoming the first choice for brand marketing. The label creates a 360-inch ad on the package that is colorful and difficult to tamper with. However, in order to achieve the best packaging effect, it is necessary to grasp the influence of film shrinkage on the pattern on the label and the shrinkage performance of the selected shrink film. A common mistake made by many label printing companies is the lack of adequate understanding of the shrinkage range of various shrink films. On shaped bottles with large changes in curvature, unsuitable shrink films can cause tearing and distortion of the label pattern, which can greatly reduce the visual effect of the label.
The shrink sleeve is a very "live" label that can make a package much different from its original appearance. The shrink sleeve is heated to change shape to fit the shape of the package. During this process, the text and graphics on the shrink sleeve will produce complex changes in the vertical and horizontal directions. The designer should ask the printing company about the shrinkage and limitations of the selected shrink film. Please also consult the suggestion to modify or “distort” the graphic to achieve the effect of previewing the shrink sleeve on the container after shrinking on the container.
Step 5: Reasonable choice of printing method
Lithographic offset printing is the most common printing technique. Common packaging printing techniques include flexo and gravure printing. Packaging and label digital printing is still used to a low level, but according to Pira International's estimate, its usage rate in 2014. It has tripled. Due to the increasing customization of packaging and labeling for brand marketing and the increasing number of small batches of products, we need to further consider the application of packaging and label digital printing, as digital printing can avoid long-term inventory and meet retailers and Consumer demand for daily updates to the store.
When choosing a printing method, consider the requirements of print quality, surface properties of the label material, color requirements, production cycle, proofing accuracy, and customization. Before the product is delivered to the printing house, the designer will discuss the printing needs with the printing house and consult their opinions in order to prepare the appropriate materials for the chosen printing method.