Premium packaging: the benefits of digital textured labelling

  • By Shane Dewar
  • February 22, 2016
  • Digital Printing
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Product labels have to work hard. Extremely hard.

From champagne to shampoo, product packaging is inextricably linked to sales. Once your product hits the shelf, it’s your packaging that shoulders the responsibility of making sure your product stands out, engages customers and communicates the essence of your brand. It has to be distinctive. It has to be attractive. It has to reflect what’s inside.

For labels that sparkle as well as startle, premium manufacturers are turning to digital textured labelling - a unique printing technique that brings depth and personality to labels for a difference that customers can see and feel. Full-colour images can be brought to life on standard label materials.

>> Case Study – Domino puts extra sparkle behind Misco’s cleaning brands

What’s so great about digital textured labelling?

Textured labelling allows you to experiment with a range of finishing techniques - embossing, raising different parts of your label, using different materials and more - for labels that have a multi-sensory appeal. After all, unique, differentiated products deserve a label that reflects this.

  1. It stands out

Textured labelling allows you to create eye-catching product packaging that engages customers and draws them towards your product. The high gloss textured effect literally catches the light as your customer walks by, drawing their attention.

  1. It fosters a feeling of exclusivity

Customers want to buy a quality product, to feel a sense of prestige with their purchase. Just as a picture paints a thousand words, customers will often make assumptions about the quality of a product based on the quality of its packaging. Experimenting with textured labelling is a great way of providing assurances of the superior quality to your product.

  1. It enforces brand identity

In today’s consumer world, brand perception is everything. Digital textured labelling gives designers and marketers an expanded toolkit for communicating the personality of your brand. It’s no longer just about what your products look like, but increasingly what they feel like too.

  1. It builds brand reputation

Poor label design, poor product, poor brand. Today’s consumers are quick to make assumptions. Yet they also notice the small things, such as the care a brand has put into its packaging and artwork. A little attention to detail can go a long way when it comes to boosting brand exposure and engagement – particularly at a time when retail price competition is such an issue.

How does it work?

Rather than printing directly on to specifically textured paper/material, this method creates the textured layer on the paper with an ink jet digital printing press by layering the ink in a proposed pattern to create the desired textured effect (see below image). There are various benefits to this method of printing, but a key one is that the expenditure of stocking the various types of textured paper stock is eliminated. Now simply define your desired texture at artwork stage, and let the ink jet printing process use the white ink to build those textured layers into your final label piece. These effects are not just limited to paper materials. Synthetic materials such as PPE and PE can also have digital textured effects applied.

Image of sample texture labels by Domino

Which stakeholders can benefit?

Textured labelling is a particularly potent tool for FMCG manufacturers, where it’s vital that products stand out on the shop shelves. Yet from electronics to optometry, textured labelling is suitable for a huge range of products.

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Ravishing wines

It takes more than the grip of the grape to make the average consumer plump for your bottle of wine. In many instances, it’s the label design that will first pique a customer’s interest. Digital textured labelling allows you to get creative with the ‘feel’ of your label, at a potentially lower cost than the textured paper that has become the mainstay of many wine manufacturers. You can also apply variable textured effects across the same label.

Digital printing texture by Domino

Beer labels that reflect your craft

Small batch, independently produced craft beer has exploded in popularity. Wouldn’t it be good to have a label that reflected the artistry that goes into your product? Digital textured labelling makes it easy to create striking designs that reflect the earthy, artisanal nature of your brewing. And because it’s a digital process, small print runs won’t break the bank!

Bring extra sparkle to cosmetics products

Cosmetics consumers buy your product because they want to look great and feel gorgeous. There’s no reason your label can’t do the same. Whether you want natural material effects that reflect Mother Nature’s influence on your ingredients, or a high-gloss differential finish that sparkles on the shelf, it’s never been easier to use label packaging to reinforce the qualities of your product.

How can Domino help?

Packaging can be the difference between making a sale and losing a customer. And the vibrancy of a label can go a long way to standing out on the shelf. The fact that we can promise the highest white opacity on the market which allows us to create these digital textured effects, goes a long way to helping our customers turn heads with their products. Our applications also promise excellent adhesion and durability, combining the highest ink jet label print speed without compromising on quality. All with the option of adding textures to your labels.

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