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Shrink to Increase Sales

By Denis Cancellara · Comments (0)

Tuesday, September 27th, 2011

Packaging Your Brand

The idea of using packaging to diversify your Brand isn’t new. In fact it’s one of the best and more cost efficient ways of dong so. Companies spend tons of money to ensure that their Brand is telling their story in a way that gives the consumer fewer competitor choices.

At POP (Point of Purchase) your customer has seconds to make a decision. This isn’t much time for you to grab their attention. Your goal is to have them go beyond the visual to actually picking up your product in their hands and reading the label. This is a science in itself.

What does the evidence show?

In 2008 Ameritest/CY Research published a study that I think you will find interesting. In it they show how a consumer makes the decision to purchase or not purchase your product. They highlight two factors:

1. The placement on shelf

2. The design of the package

These are the two factors which will influence the consumer toward your Brand. They learned the following:

1. Attention is a Scarce Resource

2. Attention tends to be a process that operates largely below the subconscious mind

3. Attention focuses like the lens of a camera

“My sickness is that I’m fascinated by human behavior, by what’s underneath the surface, by the worlds inside people”..Johnny Depp

Are you fascinated by the choices your customer is making?

Johnny Depp has a natural fascination for people because he is a character actor. With each role he takes on he must understand the character he is playing so that he can get into their heads and act out the choices they might make from situation to situation. The more he understands this from the perspective of the character, the more compelling his performance in convincing the audience of the reality of the story.

When you are designing your Brand, are you approaching your consumer the same way? Are you understanding their persona? Their likes and don’t likes. What they are attracted to? How they make their decisions in-store or at point of purchase? Have you designed your package so that you are taking full advantage of the sales cycle from beginning to end so that you are increasing your chances of purchase? Is your package attracting new converts? Your Brand has an identity…a personality.

Developing Character with your Brand

The road to Brand success has its sign posts. Its up to you to pay attention to them. We have looked at your Brand in the following ways:

1. How the consumer makes purchasing decisions

2. The science behind those decisions at retail

3. The nature of your consumer…that is understanding their persona in a relevant way to increase your sales and profits

Now let’s take a look at how you can captivate your existing customer and compel new prospective buyers to make the choice to buy your product.

Less is more…

Packaging and labeling continues to drive Brands at the retail level. Technology has pushed the level at which you can engage with your customer in a personal way. How your product package is decorated and what it says in the few seconds you have we have seen is vital to your Brand’s growth and success.

Your story and character development can be stunning with less pizzazz and more content.

The great thing about shrink sleeve labeling

If you’re making and packaging a product you know what shrink sleeves are.

As marketing and advertising budgets continue to be slashed, packaging and label suppliers have risen to the challenge with the use of shrink sleeve labeling.

Letting the label do the talking for you has helped companies develop the character and persona of the Brand to its target audience. Shrink sleeve labeling has also allowed companies to reduce time to market since the process is less labor intensive than conventional labeling.

The benefits to your Brand

1. Offers a premium look

2. A stronger barrier for your product

3. Environmentally more favorable

4. Faster to apply

5. Cost efficient

Markets expected to expand even more in Shrink Sleeving

Initiated by the Snapple people (primarily the drink category), Shrink Sleeve labeling is expanding it’s reach into other markets and categories. Some of these are:

1. Food

2. Special containers

3. Nutraceutical

How you can increase Brand awareness, ‘pop’ appeal and sales in your business

Up to now you have seen brands that your business may not relate to. You may be asking, this sounds great but I am not in the category of the ‘big boys’ where I can afford the quantities to even begin considering shrink for my products.

With the advent of narrow web Digital printing you can now not only afford it, but you can increase your Brand’s on-shelf appeal right along side of the major Brands.

Digital printing shrink sleeve labels on the HP Indigo ws4500 allows you the capability of achieving the difficult colours on clear shrink substrates. You can have your graphics really pop with the use of white inks to back up and punch up all your images.

Especially made for small to medium runs, the HP Indigo ws4500 is the perfect fit for launching a new shrink sleeve design quickly and easily. Eye-catching appeal at the point of purchase is now within your grasp.

“Looking good is the best revenge”…Ivana Trump

The Digital Shrink Sleeve Label

Hp has made huge gains in the shrink sleeve label market. It is a revolution in package printing and conversion. You can now have your design sent directly to press from art file and have a proof made on the shrink sleeve material before you continue to run.

You can also print reverse to avoid scuffing and damage to your label while in transit or being handled at store level. Your label will stay with your container.

Furthermore, you can run customized products to help promote your Brand by store or geographic region. This can be easily done with no extra cost to you. There are no set up charges and include other benefits to you:

1. Just in time deliveries

2. Stockless supply Chain Management

3. Faster production of finished product

4. Maintaining corporate identity of all your Branded colours

There is more to be gained in promoting your Brand using shrink sleeve labels.

Summarizing the key points

1. Consumer attention is a scarce resource

2. Always look below the subconscious with consumer behavior

3. Think of your Brand as if looking through a camera lens

4. Be fascinated by the choices your customer is making

5. Know and develop your Brand’s character with re-imagined packaging

6. Achieve a premium look

7. Increase the amount of real estate available for your Brand’s story

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Categories : Consumer Package Goods Labels, custom labels, Digital Labels, Food & Beverages, Label Design, Labelink

Tags : Consumer Package Goods Labels, custom labels, digital labels, increase sales, Label Design

When it comes to your Wine Label, Can your printer do it all?

By Denis Cancellara · Comments (0)

Tuesday, September 13th, 2011

Custom wine labels are just that, custom. That’s because they need to be run each year prior to the harvest. Each vintage and blend must be redesigned to represent the new vintage, to appeal to the consumer and stand out on the shelf. The label is the truest and first touch point that reflects the wine that’s in the bottle. Older, more mature vintages usually go better with an older look using Estate Paper for materials, Hot Stamping and Embossing to make the label reflect its aged and superior contents.

Younger wines usually use a more Glossy material and may even add Gold or Silver Foil Stamping to the label to bring out the Vintner’s quality and Brand. This is where you’ll see brighter colors utilized. Like what [yellow tail] has done so well. Serving a new market which they created for themselves, their label is bright, refreshing, and as adventurous as the back-country it represents.

But does your label supplier really understand the wine business and can they offer you everything you require to uniquely, even correctly represent your brand? Here are some of the services offered by Labelink.

Labelink is a company with a deep understanding of the wine industry. So, feel free to use this as your check list the next time you are designing your labels:

Various Wine Materials: Estate Paper, Raflatac Gloss Paper, Fasson Super Clear Poly
Colors: Up to 10 colors
Added Value: Hot Stamping, Foil Stamping, Embossing, Debossing, White Bumping on Clear to highlight the colors
Conventional printing
Digital Printing: and award winning printing (Gold Ink Awards)
In-House art Department: Everything you need in one place to make your custom labels stand out
Knowledgeable: serving some of the best wineries in Ontario so we know what we’re doing with your custom label

One of the top wine makers in Ontario Mastronardi Wines, not only supplies its grapes to other wineries but produces some of the best wines in the region. Known for their award winning vintages they came to Labelink precisely because they needed a printer who understood the wine business…their business. Labelink was able to give them the look they were searching for. We are proud to have contributed custom labels for their award winning wines as seen in this photo of their Merlot 2002 which took the following awards:

Gold
2006 All Canadian Wine Championships

Silver
2006 Ontario Wine Awards

“Right from the start Labelink impressed me with their efficient professional manner and approach that not only inspired confidence, but generated the results I was looking for. As the owner of Mastronardi Estate Wines and the former President of the Ontario Vintner’s Association, I needed a company that had detailed knowledge of the Ontario wine industry. I needed to have a wonderful partnership to help me create the perfect wine labels for my company. I found all of that with Labelink.” Eadie Mastronardi, Propietor, Mastronardi Estate Winery.

Quick Note:

Did you know that you can print custom wine labels Digitally, shorten your runs and save money by not producing excess inventory? So make sure next time you need to be ordering labels you give us a call. We know wine, and we’ll make you look great!

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Categories : Digital Labels, Label Design, Labelink, Wine Labels

Tags : colors, custom labels, digital labels, Label Design, Labelink, labels, Wine Labels

Why You Should Print labels Digitally vs Flexo

By Denis Cancellara · Comments (0)

Thursday, September 1st, 2011

The custom label and flexible packaging industry has really grown in the last 10 years. This has largely been driven by the consumer who is intelligent and more demanding than before. With the growth of the internet, information is abundant. Maybe too abundant because it is now becoming increasingly more important to not just have information but have the right, even relevant information available for your customers. The right information should make your decisions for your brand easier to make, like drinking a long cool glass of lemonade on a hot August afternoon.

This white paper is going to show you specifically when you should use these technologies, the limitations or benefits of both and why. In addition you will see a video of Digital printing to address all your issues. Maybe you will gleam some new ideas on how to better deliver your Brand to market, both from cost and decoration. After all, it’s all about how you can engage with your customer at a deeper level to increase sales and Brand loyalty, right? For the purposes of this white paper we will be looking primarily at the HP Indigo ws4500 for Digital Printing.

Flexography

As a term, Flexographic refers to the printing of custom labels and flexible packaging. That would include; corrugated containers, folding cartons, multiwall sacks, paper sacks, plastic bags, milk and beverage cartons, disposable cups and containers, labels, adhesive tapes, envelopes, newspapers, coupons and candy/food wrappers.

The first flexographic printing press was built over 100 years ago in 1890 by Bibby, Baron & Sons out of Liverpool, England (same home for the Beatles…hmmm…good things seem to come out of Liverpool; you can see more about this very interesting history at in this link. Needless to say ‘a little’ has changed since those days in Liverpool to allow the print and packaging buyers to develop and put out eye-appealing decorations and graphics.

The advantages of Flexo Printing (Narrow web)

Now let’s take care of business and see how Flexo might benefit your Brand;

Prints on wide variety of absorbent and nonabsorbent substrates.

If you pay attention to the different types of packaging the next time you are shopping you will likely see all kinds of different materials. They include, plastic (poly) film, paperboard, paper, shrink film, and label material (paper or poly). These have absorbent or nonabsorbent properties to them. The material you use most likely reflects the type of product you are packaging or labeling.

Prints using resilient rubber or photopolymer image carrier, so that millions of impressions can be made.

It’s a big world out there and if you are reaching the masses you will need to print a lot of material to keep up with consumer demand. Flexo is efficient this way from a cost perspective. Depending on the length of runs, new plates will need to be made from time to time. Even dies will wear. This is where the competency and care of your supplier/printer comes in; making sure he/she is on top of their game for you…more on this later.

Can print more than 10 colors

This is where the decoration of your packaging or label is affected. Flexo has the ability to print more than 10 colours but usually the average print job is between 4 and 6 colors. Make sure your supplier has you covered in this area. After all, it’s your image we’re talking about.

It uses fast drying inks which might be Vegetable based, water based or UV curable.

Inks have come along way since the old days in Liverpool. Your choices are based on the materials you are using and application of the stock. There is a cost difference from one to the other, but in most cases a water-based ink works great and is friendly to the environment. Whatever you do, try to stay clear of solvent based inks. They’re not used very much anymore and they are very uneco-friendly.

It’s Cost effective

This is where the buck stops. Long runs are definitely cost effective with Flexo. With press speeds of up to 750 ft per minute, most label and packaging runs can be efficiently completed. The math is simple; speed equals less labor.
The Disadvantages of Flexo Printing

I really don’t like being negative, but like everything in life, there are challenges to overcome.

1. Printing can vary from job to job

Because plates are used and are a physical component of the Flexo process, the image may vary in quality and color from job to job based on the number of times you run labels. Yes, this means that your decoration (artwork) will not be 100% like your original run. If you don’t believe me, take a look at your very first package or label and compare it to what you’re getting now. Does it still look like the first print run? If it does, you’re in good hands, because it means your printer of choice is on top of everything and has probably been keeping you up to date on any changes, even nuances.

2. High Set-up Costs

Flexo printing involves many components…proofs, film, plates, dies, cylinders, and inks. The first five of these can be quite costly, especially if there are multiple skus and the job is a shorter run (50,000 impressions or less). The cost of these materials can be more than the label or package and deem the whole project ineffective to you.

3. Longer Turnaround Times

Because of set-up times and longer print runs, typical turnarounds times can be adversely affect your production schedules and deliveries. The cost to you could be enormous; time lost, opportunities missed, relationships bruised or worse, destroyed. Although often overlooked, keep in mind your deliverables when printing high volumes of your Brand.

Digital Printing

Remember the first Jurassic Park movie, when John Hammond, played by Richard Attenborough was about to take everyone on the park tour? They sat there with disbelief at what they just saw on the way to the ‘ride’, when he looked at them and said, “I spared no expense.”

Well, when HP decided to get in Digital printing they also decided to ‘spare no expense’. They realized that there were issues (gaps) in the Flexo arena that needed to be addressed and filled. Among these were the small to medium size businesses, shorter runs, proofing on final material and perfect printing every time.

Now let’s talk about these advantages:

Print 1-50,000 labels or packaging impressions

This is a really big thing. In Flexo, the costs of doing this can be enormous as previously mentioned. In Digital you can have your cake and eat it too because there are no set-ups. And no set-up charges.

2. Proof on Substrate

This is an even bigger thing. Imagine proofing one label or package design exactly how it will look once produced. Because your art file is sent directly to the press, all color adjustments and other changes can be made on the fly…right there. No down time or waiting until the next time you can be back on press.

I can’t tell you how many times I have been at a press approval with a color proof only to see the image coming off press not look like the proof 100%. Although this is expected in Flexo ((97% + to proof is considered excellent) the down time is eliminated with Digital. You get what you see all the time. Yes, this is one time you can have your cake and eat it too!

3. You can run multiple images together

This is something that you cannot do with Flexo. You run one image (copy or sku) at a time. Digital printing allows you the privilege of putting several images on at the same time as long as they are the same size. This is where economy kicks in.

4. Deliver Just-In-Time

Fast turnarounds and just-in-time service help you to get to market quicker. It’s that simple. No prepress allows you to have your art file sent directly to the press. Now how good is that?

Variable data

Variable data like product codes, numbering, game codes, or security numbering will protect your product and assets. Unlike Flexo where numbering is often done offline (and looks like it), with Digital, variable data is sent to the press from art file. There is no room for error.

Expand your Color Capabilities

Beyond CMYK, you can use orange, violet, and green to achieve a closer pantone match to your true colors. Most of the time these colors can and will be achieved using CMYK saving you lots of money. What you can expect is exceptional print quality.

Achieve outstanding white coverage on clear substrates

This is where it gets really interesting. As most you reading this may be aware, achieving solid whites on clear film using Flexo just doesn’t cut it unless you’re silk screening…very expensive. The HP Digital ws4500 has the ability to achieve these whites with great results. For some industries like cosmetics and food this is extremely important in visually representing their Brand.

Disadvantages of Digital

Not economical with long runs

As we’ve mentioned, the Digital world is not set up to run long runs economically. That is changing slowly as new technological advances are made.

Color Limitations

99% of all original colors can be achieved. But because the printing process is different, HP has made its own inks and color books. From here you can choose your closest match on special colors.

So the map has been laid out. The next time you go out for print, if you haven’t already done so, ask for which printing methods would work better or you. And make sure your Brand packs the punch it needs to make an impact. So get out there and be creative…and re-imagine your Brand.

HP Narrow Web Digital Video

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Categories : Consumer Package Goods Labels, Cosmetic Labels, custom labels, Digital Labels, Labelink, Wine Labels

Tags : Consumer Package Goods Labels, custom labels, digital labels, Food & Beverages, Food labels, Label Design, Pharmaceutical Labels, Wine Labels

Give a little bit of your love to me…

By Denis Cancellara · Comments (0)

Tuesday, August 30th, 2011

Some of you may recall the the Supertramp hit song of 1977 sung by Roger Hodgson called ‘Give a Little Bit’. It was from the hugely successful album ‘Even in the Quietest Moments’. I remember hearing it first on the radio. Their sound was really different. Seems they don’t write songs that way anymore, but hey, I’m a little old school.

The melody and the lyrics are fascinating, timeless, and therefore relevant today. Why? because we live in a ‘me’ culture. and ‘me’ has nothing to do with ‘you’. Just look at what’s popular in mainstream media and it quickly becomes apparent. And yet for me to be happy, I mean sincerely happy, I should really start every conversation with you. It’s because whether we like it or not humans are dependent upon each other. You could say we’re wired to connect…and give…and love.

This type of ‘attitude’ or belief structure should flow into (and out of) everything you do. Even in your business. It’s the way you show your customers and prospects that you care. Social Media giants know this and have been wise to embrace it. In fact, if you don’t care about people genuinely don’t become involved online socially, because you’ll be found out soon enough no one is following you.

Recently Labelink displayed and presented at the Sial show in Toronto. It was a very successful event for us but one of the things we noticed was the response to our free giveaway…every time someone stopped by to chat about their labeling needs, browse our booth, or just stop in to say hello we left them with a custom printed Lip Balm. Of course, the custom label on it advertised labelink.

So why did we choose this method of connecting with people? It’s simple. We realized it;s a great way to say thank you. It’s something that everyone uses and more importantly it utilizes some of our most powerful senses: touch, eyes, smell and taste.

So we turned it into a business card. We designed the label ourselves (we have an art department) and ran it on our HP Indigo ws4500 Digital press. The image is crisp and clean and even the small print is clearly visible. All 4.7 square inches were mapped out and we’re still getting calls from them over 1 month later. That’s because people are still using our Lip balms.

If we wanted, we could have printed customized labels for each of our Account Managers at the booth with no additional cost but chose on a singular corporate strategy instead. That’s the great thing about Digital printing, it’s flexible enough to print multiple versions on the same sheet.

So how are you showing your customers you appreciate them…love them? I hope you are or you won;t have them for very long. The next time you are considering ‘giving a little bit of your love’ away to them, give us a ring. We’ll design the perfect label and Lip Balm for you.

PS. They come in fruity and Tropical flavors too. And they’re made from 100% natural ingredients and flavors, like cherry, strawberry,watermelon, mango, and many more. Just give us a call at 1-866-913-0572 ext 223 or email us at marketing@labelink.ca.

Are you a Freelance Graphic Print Designer? Then this place is for YOU…

By Denis Cancellara · Comments (0)

Thursday, August 25th, 2011

An oft overlooked part of the label and flexible packaging business is Freelance Graphic Print Designers. Like the label industry it’s often the starting point for any project and the unsung hero as well.

As a custom label and flexible packaging printer Labelink understands the role of Freelance Graphic Designers in our industry. That’s because we have our own internal Graphics Art Department to set up, trap and proof all artwork clients send to us. As great as our in-house Graphics people are, Freelance Designers are different! They are the ying behind the yang, the ‘Trigger to the Lone Ranger’, the Robin to the Batman. You know what I mean…basically without you there is no product for sale…or at least not a compelling one!

If you relate, then Labelink’s website is for you. We like and support Freelance Graphic Print Designers and their work. Why, because we understand their needs, their timelines and their clients. But it’s also because we have an art department that needs the right files, prepped the right way for printing on our Digital and Flexographic presses.

Artwork

Our Software Supports the following Mac and PC versions

Adobe Photoshop – versions up to and including CS5
Adobe Illustrator - versions up to and including CS5

Our preferred format is an Adobe Illustrator EPS file with all fonts converted to outlines, as this is the format we print directly from on our digital presses and use to make plates for our flexo presses. But as a Freelance Graphic Designer we’re sure your aware of this. If you aren’t, just simply call us when your files are ready and we’ll be happy to take you through the process. It’s easy!

Keeping that in mind, we have created the perfect place for you to come in, receive a quote and process your order. Just go to the Quote tab on our website, fill in the information and we will contact you within 24 hours. You will receive a special Freelance Designer Code which will give you access to free information and offers relevant to you and your unique business. As you begin to use our services, you will see how easy it is to do business with Labelink.

Here are a few things you will love at labelink:

The Quality; we are an award winning printer
The knowledge: we have a deep knowledge base for getting you what you want in your final product
The Speed: we are fast to print and looking to shorten the time to customer everyday
The Service: we have CSRs who know our business and care about your business
The Facilities: we have two completely integrated manufacturing facilities to serve you better
The Right Attitude: we realize and understand the business you’re in because we rely on friends like you to help us in our business.

So you are in good hands here. Really good hands. We want to see you grow and become all you can be to your clients. Make us your next choice for supplying your custom labels and flexible packaging.

Try us out…you’ll love it here!!!

5 Common (and Costly) mistakes You should avoid in Printing Digital Labels and Flexible Packaging

By Denis Cancellara · Comments (0)

Tuesday, August 23rd, 2011

Decisions, decisions…

Printing your Brand packaging whether it is a label or some other type of flexible packaging can be a daunting task. From the types of materials you will use to the decorations of the final product every decision you make affects the final product. Will it look and perform as you envisioned and need it to? Will it compel your target market to buy it and then come back again and again for repeat sales?

In this analysis we will show you what to watch out for and what to expect when making those decisions that will invariably affect your pocket book.

What you should be looking at or keeping your eye on.

So you’ve done the R&D on your unique and compelling new product along with the market research proves that your demographics will be lining up at first glance to your target audience.

Now it’s time to get into the fun stuff, the design and decoration of your product. This is where you will most likely spend the most amount of time and resources, since how you look will give you a home run or have you strike out.

Here are some key things that you should be aware of that will allow you to keep your eye on the ball through this process.

“As a child my family’s menu consisted of two choices. Take it or leave it”..Buddy Hackett

Material Choices

Your choice of materials for your Brand or product should be considered carefully. Materials in the label and packaging industry have been constructed to serve specific uses and markets. That’s not to say that you can’t get creative.

For example, I have a customer who wanted to really stand out in the Italian Pasta sauce category. He made a sauce that he really believed in. I must admit that being Italian (other than my wife’s and of course mom’s sauce) it really was very good. I know that he didn’t spare any expense when adding his secret ingredients. Other sauce makers might use olive oil or olive oil additives to enrich the flavor of their sauces. My client, not only used the best olive oil money can buy, but only used this olive oil in his recipe. The result was a premium sauce that a family could enjoy as a gourmet meal.

For his premium sauce he chose to go with an estate paper material (primarily for the wine and spirit industry) and print it on the HP Indigo ws4500 to capture all the colors and nuances of his unique design. More about printing methods and colors later.

Material choices for your label or package also have other factors you might want to consider. They include (and are not exclusive to)

Temperature at time of application
Final use of the material
Final use of the Brand or product (will it have to endure weather changes?)
Feel and texture
Suitability to the product and design

Your printer should be well versed in all these areas. Make sure they have the type of printing capabilities you require. And ensure that they want to help you succeed. This will mean they will have to be creative.

“Before printing was discovered, a century was equal to a thousand years ”..Henry David Thoreau

What is the best printing process for my product?

As you might already know or have guessed there are different ways to print your Brand. And each method of printing was specifically designed to address your product. Let’s take a look at a few and how they might impact your product:

1. Flexography: This refers to a method of printing which uses a flexible release plate to put your image on a specific substrate. It is widely used for printing on non-porous materials. Industries that have used this form of printing include; Food, Pharma, Nutraceutical, Cosmetics. and Health & Beauty to mention a few. Suitable for printing large runs of labels and other forms of flexible packaging.

2. Lithography: Sometimes referred to as offset printing, this is a method of printing which uses a metal plate for transferring your image to the material. In recent years CTP (Computer to Plate) has eliminated the use of film negatives. Primarily ’Off-set’ is used for POP signage (Point of Purchase), brochures, leaflets, posters, maps, calendars, printed boxes, signage and other types of wide format packaging. Certain parts of the food industry have used this type of printing for large runs of labels for canned and bottled goods.

3. Digital: Refers to the printing of an image directly to a print media (in this case a Digital Press). There are no plates or film. Sometimes referred to as ‘perfect printing’, digital has experienced a big surge in the printing of retail products. Everything from labels, shrink labels, and flexible packaging now can be printed perfectly using Digital. Companies like HP have taken Digital technology to the next level and Brand concerned producers are taking advantage of the great assets Digital provides them. Even for managing inventory and just in time deliveries.

Your Artwork is everything

If you’re making and packaging a product you know how important your artwork is. In fact, it’s what sells your Brand. This is why you need to choose your designer wisely. If you’re going retail, make sure you choose someone (or a design outfit) that has retail positioning experience.

One promising food manufacturer hired an award-winning firm out of the UK to personify his Brand with killer art. If you keep your eyes open in the sauce section of your grocery store, you will soon see that his artwork really impacts the whole category he is competing in and lets him stand out above the rest (you won’t miss his Brand, I can assure you). You may not have his budget, but you can achieve similar results with the right team and art designer. As mentioned, ensure your designer has retail design and print experience. This will save you lots of time and money.

Art files

Most of the time the thing that slows down the printer is art that is not print-ready. The files are not high res and usually are missing fonts and Outlines the printer needs to replicate the art exactly as the originator intended it to be. Make sure you provide artwork in the following ways. It’s for your benefit:

Adobe Illustrator
Adobe Indesign
Quark Express

If your files are not set up properly

Let’s say you have your art files in another format, like pdf or eps. Don’t worry, your printer should be set up to convert these files for you. It may slow down the process, but the whole goal is to get you looking great. So rely on your printer for direction in this area.

Expecting the best in your colors

Now the color part of your Brand comes into play. This will be critical since there are different types of inks you can use to achieve your desired outcome. These include water based inks, UV inks, and for Digital what HP calls IndiChrome inks. These consist of CMYK, Orange, Violet, and Green. From these colors virtually all colors and pantone can be made.

Most printers of labels and packaging have gone to water based inks because they are better for the environment. Wherever possible you should try to avoid the use of UV inks for this reason, but occasionally specific usage of the product will call for this.

We live in a colorful world. Talk to your printer about the best ink and color solutions for your Brand.

“I look to a day when people will not be judged by the color of their skin, but by the content of their character.”…Martin Luther King Jr.

The never-ending goal of getting those costs down

Watching your costs when developing a Brand is very important. As the old saying goes ’it’s not what you make, but what you keep that matters’. I am not sure who said that but it makes complete sense.

Your label and packaging costs are a component of the package that you need to understand. Using expensive materials, high-end printing sources can cut into your profits. That is why you need to understand these costs and how they relate to your particular Brand. Is your Brand mainstream (like bananas and milk) or is it a high end gourmet product that deserves the label and packaging attention and spending that your customer is expecting. After all, on-shelf image is central if you plan to hit a certain demographics.

Here are 3 things you can watch out for:

1. does your printer have Lean Management controls in place?

2. Can you run just what you need so you don’t have to inventory?

3. Ask if there is a way to avoid prepress costs…

Summarizing the key points

1. Choose material that suits Your Brand or be creative

2. Know what type of printing is better suited for your product

3. Pay close attention to your art designer

4. Ensure your colors are right for and work with your materials

5. Keep an eye on those costs

Is your Label Printer Award Winning?

By Denis Cancellara · Comments (0)

Tuesday, August 16th, 2011

What is the real purpose of an Award?

Awards have been with mankind since the beginning. Really, we can refer to them as rewards. The American Heritage Dictionary describes the word award this way;

1. ‘to grant as merited or due’ and

2. ‘A decision, such as one made by a judge or arbitrator’

Screen actor Peter Ustinov said “To refuse awards is another way of accepting them with more noise than normal.”

And Walt Disney was quoted to say that “A person should set his goals as early as he can and devote all his energy and talent to getting there. With enough effort, he may achieve it. Or he may find something that is even more rewarding. But in the end, no matter what the outcome, he will know he has been alive.”

Awards or rewards are part of how we’re hard wired as human beings. Doing good usually brings them. They make us feel a sense of accomplishment and spur us on for the next task at hand. It’s the way we say ‘well done’ to each other. It’s also a way to let people in your industry know they can count on you.

The Gold Ink Awards represent the pinnacle of printing excellence. To be selected as a winner in any of its categories at any level is recognition that you are top of your class.

The culture at Labelink is one of pushing the envelope in service and printing labels and flexible packaging. This means doing things that the competition might not think of or consider. The word ‘innovative’ is over-used. Labelink is thought-provoking in its approach to its industry…and that’s one of the reasons it enters awards.

For Labelink, winning a Gold Ink Award is recognition for the people that work here! Our people make our company. They, along with their zeal to ‘make it happen’, turn the wheels of our company, produce fine looking labels and flexible packaging, are the hallmarks that ultimately make our customers fall in love with us. That’s the real purpose of an award for us…to leave a legacy to our employees and let our customers know we are never asleep at the wheel…that they can expect the very best the printing industry has to offer.

The Gold Ink Awards are the same as the Oscars in the Print industry. Being recognized here is like being respected by your peers. But there is nothing like being recognized by your customers. That’s the best kind of recognition.

“With service levels and flexibility to meet our needs, Labelink has allowed us to develop high quality labels for custom products and helped us improve service levels to our customers. Lead by innovation and a great customer oriented staff Labelink makes my job easier knowing that my labels will be made correctly and delivered on time.”

Massimo DeMarco, Operations Manager, Emseal L.L.C

In 2010 we were humbled to be honored with a Bronze Medal in the Digital Label and Flexible Packaging category. This year, 2011, Labelink will enter 3 Digitally-Mastered labels for the Gold Ink Award Judges.

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Categories : Consumer Package Goods Labels, Cosmetic Labels, Digital Labels, Food & Beverages, Label Design, Labelink

Tags : Consumer Package Goods Labels, Cosmetic Labels, custom labels, Digital for Quick Runs, digital labels, Freelance Graphic Designers, Label Design, Labelink

Is Your label Making Marketing Easier or Harder for You?

By Denis Cancellara · Comments (0)

Thursday, August 11th, 2011

As a marketer for your company you are responsible for ROI. I get that! Everything you do is measured. From lead generation for your sales team to marketing campaigns designed to increase Brand awareness, you and your efforts will require measurement analysis. But have you ever thought of the impact your label has on your efforts? Is your label making your marketing job easier or are you trying to market a product that, well…just needs something more?

That something can be the difference between an easy marketing campaign or a rough ride. Let me explain.

It starts with the Design

Designers are one of the big keys to your marketing success. Whether you are designing custom labels, wine labels, beer labels, food labels, personalized labels or even kids labels (ok…the last 2 you can probably design yourself) your Graphic Designer had better know what they are doing. Especially when it comes time to print your labels.

Understanding your business…

A good designer will understand your business. He will do the work and research about it so he knows your audience. What they like, and what you like which reverts back to your vision of your product. He/she will ‘get it’ in every sense of the word even if it takes him a long time interviewing you…just listening to you. If he’s that good, allow him space for the creativity he was born to exhibit. After all, he’s an artist and this isn’t an Avery address label!

Printing your label

The printing of your label is probably the toughest part. As you are probably aware there are a few factors that will determine whether the printing process is right for you. A really good designer will already know printing, especially if he is designing a label or flexible package for consumers. Here are some questions you should be asking yourself:

Is the form of printing going to get you closest to the design and vision of the label?
Is the printer experienced in the type of printing you are looking for?
Has the printer any awards for his capabilities?
Is the printer as interested in the label as you and your designer? If not is he so interested in your results that he will share with you the best road to take, even if there’s nothing in it for him at this point? Is he willing to do that?

Remember, you’re not printing address labels or regular sticker labels.

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Categories : Consumer Package Goods Labels, Digital Labels, Freelance Graphic Designers, Label Design, Wine Labels

Tags : address labels, avery, avery labels, Consumer Package Goods Labels, custom labels, Custom Wine Labels, digital labels, Label Design, personalized labels, printed labels, sticer labels, Wine Labels

How to get a 6 color job printed and shipped in just 3 hours…this really happened!

By Denis Cancellara · Comments (0)

Tuesday, August 2nd, 2011

Taking the ‘im’ out of impossible

You’ve been there. A big client calls you at 10am. They have a big client, one of Fortune’s 500. They tried, be as it may, to print some sample labels for a sales kit. The problem was that their print equipment would not allow them to capture the small printing on the label and keep it in register. To make matters worse, the labels needed to be translucent, or printed on clear material.

Your client is in a bind and they really need to come through for their guy. Who you gonna call? Ghostbusters ain’t working.

Well, before you think about wasting your time on the phone looking, make sure you have a HP Digital printer in your stable of solution providers. Someone who understands how to put in a RUSH and handle it as if it were no big issue.

That’s what happened when a print partner of ours called this morning. She was in a panic. Things obviously didn’t go as planned for her the day before but were quickly addressed once she called.

So let’s look at how things went and got done.

The Problem

The real problem our client was having is that they didn’t have the right press to do the job. They needed the type fonts on the clear material to pop out. And they were in white. Conventionally this effect would have to be done using a press with silk screening options.

To add to this, conventional printing would not have been cost effective and would never have been done in 3 hours…more like 3 weeks. That should put things in perspective.

The Job

CMYK artwork Plus UV Varnish
Clear polypropylene material with permanent adhesive
3 Versions; 350 labels of each
Labels to be Die cut to size (or closest die available)

The Only Choice and Solution

The only choice for them was to print the these labels on the HP Indigo ws4500. This press utilizes a 13” x 17” sheet impression allowing the printer to run all 3 versions together. Putting all 3 versions side by each allowed for time savings, avoided ink and plate changeovers. And saved on labor for wash ups and separate version set ups.

To achieve the look of having the white (very small text) pop ,2 hits of white were added behind the already white artwork text. 3 hits were available but would have priced the client out of budget.

Right after being printed the job was quickly moved to the die cutting station (Durst), finished in Rewind, a packing slip generated, and given to the sales rep to deliver (it helps that this client was 10 minutes away).

The Result…

Being a hero doesn’t just happen in dramatic events. Albeit, that’s when it matters most. But we can be heroes in everyday life when rising up to occasions and solving problems. After all, that’s what we are or aren’t. Problem solvers.

So the question is are you getting your problems solved by your label or packaging supplier. Or are they just happy to run print for you as you need it, get you to sign the packing slip and have you mail a check?

Engage with your supplier and make sure he/she is interested in your problems.

Being in a jam is not something we handle really well…I don’t think too many people do. But having a go to person or supplier to help, puts money in the bank.

To turn 3 prime labels (very high end and high profile) around in one day is a feat in itself. To do it in 3 hours is another story. The power of technology and people is amazing.

And here’s what they said…

“ Thank you so much for turning the job around for us and such a quality product. Great to have good partners to work with”. Anne-Marie, Production Manager at Proprint Services

Most of the time suppliers are the ones using words like ‘partners’ to illicit warm and fuzzy feelings with their customers. Isn’t it refreshing to hear that from a customer? It puts the term into a whole new perspective because you came through in the crunch.

Think about Digital for your next order of labels or flexible packaging. It may be the solution your looking for. And if you’re your really creative, you can get this technology to really work wonders for you.

And who knows…you may be a hero!

Summarizing the key points

Choose Digital for Quick Runs
Make sure your Printer understands your problem
Make sure your Printer has the right solution
Be a hero in your space…solve problems

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Categories : custom labels, Label Design, Labelink

Tags : Custom Label Printing, Customer Service, Digital for Quick Runs, Label Design, Labelink

Which Colors on Your Label or Package will help you Increase Sales the most?

By Denis Cancellara · Comments (0)

Thursday, July 21st, 2011

Imagine what would happen if we were told that we couldn’t have color anymore. All TV would be black & white as well as all our computer screens. Our mobile device screens, our cars, everything as we know it would turn to B&W; our clothes, our homes, the trees, the sky…all would be B&W or some hue of grey.

Hard to imagine isn’t it?

Color (or colour as us Canadians call it) is what makes our world beautiful isn’t it? Color is what makes us all different, unique and special. Color is what we see when we open our eyes in the morning. It’s a miracle, really, and a privilege.

Color also has power. That’s how important it is to us. And although we take it for granted it has the ability to affect people in a myriad of ways. Often overlooked or taken for granted it has an effect on how we feel, work and play. We all know how much better we feel when the weather is sunny as opposed to grey and cloudy. Even without the science, let me ask you, how did you feel reading through a colorless world above? Cheery? Maybe, if your a vampire.

Make sure you have these colors on your package?

Today whether it’s on the Internet or in a retail space, your label or flexible package will need all the help it can get to stand out from the crowd and capture otherwise unknown sales for you. So let;s talk about some basic colors and what they mean to your bottom line.

Red: Print Radar lists Red as the #1 color for advertising and most likely marketing too. Red is a powerful color. To prove it to you when you look at the flower picture on this blog where do your eyes want to go? Look away from the screen slightly and tell me which color stands out above the rest? As I’m typing this, for me it’s red.

Here are some things red is associated with. Let me know if you agree…

Energy, war, danger, strength, power, determination as well as passion, desire, and love.

According to Color Wheel Pro because red is such an emotionally intense color it ‘enhances human metabolism, increases respiration rate, and raises blood pressure.’ WOW!!! It’s also pretty easy to see. All the more reason that if you’re doing a label design or redesign, make sure that some of the parts of the label include the color red! At least you’ll get their attention.

Have you ever noticed how some of the most successful Internet/Web based companies use red on their website? That should tell you something. Usually their buttons for a call to action are in red. Key sections they want you to engage in are in red. According to SEOMOZ, the top 3 domains are Google, Adobe, and facebook. Although blue (more about that later) facebook is a story and platform unto itself. Yahoo, although in the top 10 is way behind Google. Take a look at the color in their logos.

CPG (Consumer Packaged Goods) professionals and designers of labels and flexible packaging should take note of this color. It inspires action! Graphic designers know this and the best ones find ways of incorporating this color on most all packaging they create. Red is aggressive and courageous!

So what do you think now? Are colors important to your label or package? Would red help you sell more product?

Let’s close with a story…

Last year a good friend of mine was moving his business to save on lease payments. Sales had been steady but not anything to brag or right home about. Most all of his sales were from telemarketing…I know, but everyone has to make a living. In a moment of enlightenment he decided to paint the walls of his sales area using colors that represented the emotions he wanted his people to have. You guessed it. Sales doubled!

So which color do you think people have an emotional reaction to in terms of likeability? Here’s a hint; it’s in the same family as red and used in a label by possibly the most recognized laundry detergent in the world.

When was the last time you had a Popsicle? Not the new stuff you get today, but the real Popsicles. They didn’t come in boxes at the grocery store. You’d have to go to the local variety to get one. They came in different colors and flavors, but they were never our of orange. Gotta tell ya, between orange and purple, they really helped on a hot summer day. Ok, so today we have air conditioning and we’re all watching what we eat.

Between all of the colors and flavors I remember orange the most. Maybe it’s because they were only a nickel and the guy at the store knew I’d be back at least 3 or 4 times.

The Significance of the Color Orange

From a marketing perspective orange is a great color to have (if you can) in your label and package. It’s the color of enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation. Powerful and motivating words to describe a color but that’s what they do. And that’s what your label will want to do…stimulate the shopper to try your product.

Orange Crush started out as, well…orange. Other flavors followed like Lemon, Lime and by the late 60′s Crush was Grape, Cherry and Pineapple too. Now they even have Crush Blue Raspberry. It looks delicious, refreshing and cool, but more about blue later.

In 1989 Orange Crush was right up there in market share in it’s own category behind Coca-Cola, PepsiCo, and Dr. Pepper-7Up! Orange Crush held 2o% of the US market in soft drink sales, just behind Sunkist Orange-Flavored Carbonated drink.

If you want to reach young people orange is a color that stimulates mental activity, produces an invigorating effect and increases oxygen supply to the brain. So if you have a great product, you can get your prospects to buy more of it (or buy it for the first time) with a splash of orange in your label design.

Can we talk about Yellow?

We all know the no name Brand! It’s what Dave Nichol created with his then unique team of marketers to differentiate Loblaw Companies from its then competition and drive more footsteps to his stores. This is how Dave describes marketing: “Marketing is the art of meaningful sustainable differentiation. Giving away Tide at half price is meaningful but not sustainable. What is the ideal marketing strategy? One that is compellingly attractive to your customers yet is one that your competitor is unable or unwilling to replicate.”

But let’s get back to colors. Why would Dave choose yellow? I wasn’t in the boardroom then but I’d venture to guess it had something to with what yellow represents; joy, happiness, intellect and energy. To us down here it’s the color of the sun. It’s even the color of the famed Happy Face image we still use email endings.

The fact is it worked and is still working. For Loblaw Companies Limited it is working great under its no name franchise banner too, and throughout stores associated with the great Loblaw name.

Yellow’s pretty good now, isn’t it?

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Categories : Consumer Package Goods Labels, Label Design

Tags : coke, colors, flexible packaging, increase sales, Label Design

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Is your Label Printer Award Winning?

Is Your label Making Marketing Easier or Harder for You?

It starts with the Design

Understanding your business…

Printing your label

How to get a 6 color job printed and shipped in just 3 hours…this really happened!

Taking the ‘im’ out of impossible

The Problem

The Job

The Only Choice and Solution

And here’s what they said…

Summarizing the key points

Which Colors on Your Label or Package will help you Increase Sales the most?

Make sure you have these colors on your package?

Let’s close with a story…

The Significance of the Color Orange

Can we talk about Yellow?

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Archive for Label Design

Quick Note:

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Here are a few things you will love at labelink:

It starts with the Design

Understanding your business…

Printing your label

Taking the ‘im’ out of impossible

The Problem

The Job

The Only Choice and Solution

And here’s what they said…

Summarizing the key points

Make sure you have these colors on your package?

Let’s close with a story…

The Significance of the Color Orange

Can we talk about Yellow?

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