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Textures and Finishes - the need-to-know...

By Helen Dugdale.
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Colour, shape and visual design will get you noticed, but how a product feels in the hand can be the clincher.

Everything you do with your label effects how a potential customer wilview and interact with your brand. A textured finish on your label, however, really can increase the amount you sell.  Colour, shape and visual design will get you noticed, but how a product feels in the hand can be the clincher.

This clincher, then, can be the difference between being put back on the shelf and heading home with a new customer. So, getting the textured finishes right is essential. Here is a run-down of some of the finishes available at Label Apeel and how to get the very best from each..

Material

Probably the most overlooked part of creating a quality product, choosing a well-made (and brand appropriate) material is often the starting point of a successful label. The difference between a standard substrate and a more specialised substrate is minimal, particularly on short runs (under 1000 linear meters or 28,000 4”sq. labels). Why not look at a selection of decorative papers? These papers are often described as wine grade, but that doesn’t mean they must be limited to the drinks industry. We’ve seen significant sales increases when food brands have adopted this method and raised their overall brand value.

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Embossing

Embossing has been around for years, but it tends to be the finish that some label printers shy away from, due to the poor quality of the substrate and the lack of quality machinery and skills. The UK has now got some of the best embossing manufacturers in the world and many of them are beginning to find their feet in the label industry. This, in conjunction with amazing machinery and a willingness on the part of label printers to experiment and invest in skills development, now means that embossing can create truly unique characteristics. With a bit of experimentation and trust from our clients, we've been able to create some almost leather look labels on paper.

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Contrasting Varnishes provide a very cost effective way of having maximum impact. If you have a gloss material (this works particularly well with plastic labels) then by putting a matt varnish on it, we can create a real point of contrast when the product is handled. This can also be used with fine matt papers and can be used to add a very contemporary feel to classic feeling materials.

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If a High Build Varnish doesn't take your breath away, then it's probably not a high build varnish. A high build varnish is an invite to reach out that no-one should be able to resist. We can show you one colour labels that have been turned in to award winning labels simply with the use of high build, whole brands that are based on high build and sales figures that have gone through the roof with great high build. BUT BEWARE. There is a new trend for some label printers to layer up standard inks and call it high build - but this will leave your label, and your brand, feeling flat. High build should be above 300 microns and preferably pushing 500; it should be the predominant design factor and something that people engage with automatically. It should not leave you with a product  that you need to go searching for - this label will find you.

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Conclusion

The options are endless when it comes to textures and finishes; you could even consider multiple finishes on the same label. All you need is a designer with a great imagination and a label printer who loves to play...and we happen to know exactly where you can find one of them!

For the full article on textures and finishes, click here and visit linkedIn.