The landscape of label printing has always tended to be a dynamic market. Brand owners are seeking more innovative labels so as to distinguish themselves and effectively communicate current as well as targeted messages to consumers. Suppliers and converters are increasingly taking note of sustainability and innovation as key priorities when it comes to responding to current trends. In recent years, label converters have gone on to recognize the importance of automation at different stages of the product life cycle.
It is well to be noted that a printed label serves as the introduction of a product, initiating communication between the brand owner as well as the consumer. It wouldn’t be an exaggeration if we say that it acts as the visiting card, representing the brand and at the same time conveying important information. The label on a product’s shelf plays a pivotal role in shaping the buyer’s perception. When a customer examines a product label, it may happen that they may be drawn in by the graphic design, colors, or embellishments. Undoubtedly, the label plays a significant role when it comes to influencing their purchasing decision.
How do papers and embellishments affect the way people tend to perceive a product? Which visual elements can most rightly convey and summarize the essence of a label? It is commonly observed that, when considering products of the same price as well as brand, it is the label that tends to be most favoured as it is also capable of generating positive expectations among consumers. UPM Raflatac, a leader in sustainable labelling, went on to commission a neuromarketing research study from SenseCatch, which happens to be a research and consulting firm focused on the role of a communicative tool in case of wine purchasing.
The study got conducted in Germany, which is considered to be an attractive market for wine exporters. A group of German consumers were presented with 32 labels on a shelf that had the same design but differed from each other when it came to the paper type, along with refinishing. The entire customer journey happened to be carefully reconstructed, starting from observing the shelves as well as selecting a wine, all the way to experiencing the product by way of tasting. After making their choice clear, participants were able to observe, touch, and also rate the bottles individually. The entire decision-making process, right from the selection of the bottle on the shelf to the tasting part, was thoroughly analysed by way of using neuromarketing methodology so as to understand consumers’ experiences.
During the initial moment of truth, as we call it, when standing in front of the shelf, the findings went on to indicate that within the first five seconds of observation, consumers were most inclined to bottles that had visual, color, or a material contrast. For instance, bottles that had dark paper and shiny, metallic embellishments went on to catch their attention the most. On the other hand, the most generally observed labels were those that happened to have light-coloured paper with gold or bronze embellishments. In addition, it was also observed that consumers get drawn to bottles that are adorned with rough and textured papers, featuring visible textures as well as embossed embellishments that create a glossy effect.
During the second moment of truth, which occurs while the consumer physically interacts with the bottles, labels made of textured papers along with embellishments in the same colour were found to elevate the entire appearance. These labels were thought to be intriguing and also added an element of mystery. The study went on to find out that they triggered the tactile imagination, which is responsible in terms of anticipating the experience of interaction.
The use of thicker as well as embossed paper and embossing techniques went on to enhance the visibility of the lettering and the overall design. This transformed the label from being dull and unattractive, as it would have been without any embellishment or embossing on it, to a carefully crafted and intriguing label that elevated standards of the product.
The results went on to demonstrate that when paper and embellishments are combined, they have a prominent impact on expectations as well as positively influence the perceived liking and taste of the wine. In this scenario, the wine that was served from the bottle with the most appreciated label received a higher rating when compared to the one that was served from the bottle with the least appreciated label.
Apparently, the effect was also observed at a subconscious level, as when participants tasted the wine served from the bottle with their label of choice, their emotional involvement, as measured by psychophysiological parameters, was 13% higher. The truth is that the label not only affects how much people like the wine, but it also has an effect on how they perceive its taste.
Market trends in label printing
As per Mordor Intelligence, the print label market is anticipated to experience a CAGR of 4.2% during the forecast period from 2023 to 2027. There are numerous aspects that are contributing to the growth expected during the forecast period, one of which happens to be the growing demand for more appealing brands from customers who use print labels. Additionally, there is an increasing demand for manufactured goods. It is well worth noting that the adoption of printed labels is expected to be fuelled by the growth of the e-commerce sector over the forecast period, which is currently facing several challenges like a decrease in the average length of jobs as well as life cycles for mass-produced products and a surge in the amount of regulatory content required on product labels. In recent times, digital printing has made its way into this sector, and this tech has expanded the possibilities for creating new applications in label design due to a growing market demand.
Apparently, printing technology suppliers happen to be working on the development of hybrid solutions. At Drupa 2024, there is going to be a display of new advancements in hybrid presses. Label converters have increasingly recognized the importance of automation at different stages of the product life cycle in recent times. Due to a shortage of available labour when it comes to the industrial sector, human intervention becomes a bottleneck as far as the production chain is concerned. Automation as well as interconnectivity have shifted from being merely cost-saving tools to becoming important and essential for the survival of industries. The trend in the field of workflow is moving in the direction of a cloud-based ecosystem. Today, it is mandatory to incorporate automation as well as digitalization into printing processes, where automation refers to the process of integrating systems into factory production processes. This integration goes on to help various benefits, such as remote service, real-time machine monitoring, as well as the ability to report production data. It also offers several advantages, such as waste reduction, automated color management, quick set-up, along with decreased need for manual interventions. Advancements in technology can be further achieved by making utmost usage of machine learning and AI techniques. It is well to be noted that AI tools and programs have the power to automate the design process, making it autonomous. Additionally, these tools can go on to help in identifying defective products, thereby allowing for their efficient removal from the final product.
The sustainability factor
One of the major challenges faced by brand owners is adapting to the evolving landscape in terms of packaging sustainability. This includes navigating the complexities when it comes to emerging directives, especially in case of operating in multiple countries and regions. The execution of design for recycling requirements will bring focus to the compatibility of labels as well as containers.
Apparently, self-adhesive label manufacturers are actively responding when it comes to customer demands by developing new solutions that happen to be both environmentally friendly as well as cost-effective. The primary method for obtaining these goals is to lessen the quantity of material utilized. Release liners play a crucial role in the production, conversion, and use of self-adhesive products by serving as carriers for labels. That said, once they have fulfilled their role in the initial process, used liners still hold value as valuable feedstock in terms of new processes and products. At present, there are numerous projects focused on recycling release liners that aim to collect a portion of used release liners for the purpose of reusing or even recycling them. Recycling release liner is an environmentally friendly way of doing things that helps label companies reduce their overall environmental impact.
At the most recent edition of the FINAT European Label Forum, it came to notice that the issue of label waste has been a longstanding problem for the labelling industry. Every year, a staggering amount of label waste, which amounts to millions of tons, is disposed of in landfills as well as incinerators. Recycling programs like CELAB have the potential to majorly decrease label waste. That said, the optimal solution, both for our industry as well as for the environment, is to ultimately discard the use of liners entirely. Designers and printers in the food sector are at present facing a significant challenge when it comes to the limited space available on labels. International health and safety legislation is expected to mandate the inclusion of specific information on labels, which by all means will promote the utilization of multilayer leaflet labels as well as clear-film labels on transparent containers, thereby creating a label-free appearance for products as well as enabling printing on the back of the label.
In Dusseldorf, Germany, beginning May 28 to June 7, exhibitors at Drupa are going to showcase new printing as well as finishing systems when it comes to label production. Visitors will go on to discover innovative as well as sustainable solutions for the future pertaining to the label industry.
