What makes a label worthy of winning an international award? Solid design and vibrant colors are two keys. And labels that help to move products off store shelves are deemed successful, of course. For a more in-depth look into what makes labels stand out, MPR talked with four executives whose...
To access the remainder of this piece of premium content, you must be registered with MyPRINTResource. Already have an account? Login
Register in seconds by connecting with your preferred Social Network.
Complete the registration form.
What makes a label worthy of winning an international award? Solid design and vibrant colors are two keys. And labels that help to move products off store shelves are deemed successful, of course.
For a more in-depth look into what makes labels stand out, MPR talked with four executives whose firm’s won World Label Awards (WLA) last year. McDowell Label and Screen Printing, Plano, TX, has won more than 300 national and international awards for printing excellence, including its fourteenth WLA in 2012. Its winning entry in the Health & Beauty Category is a private label for plastic bottles of Equaline Sport SPF 50 sunscreen lotion (see photos).
The sunscreen label features a special shape and artwork with multiple screen tones and vignettes, including fading to white, pointed out president John McDowell. “It also required tight registration and reverse-outs,” he added. His company achieved such high quality using a combination of hybrid, High Definition UV Flexo and its proprietary Crisp Dot Technology, “which allows us to feather dots and put dots on top of tops,” McDowell explained.
The firm’s technology VP, Jay Luft, noted that the HD UV Flexo is an off-the-shelf solution that McDowell Label modified to fit its needs. “Our hybrid dot/screen technology yields zero to 100 percent dot line structure throughout the label,” Luft said, “exceeding a 200-lpi [lines per inch] screen.” He added that the technique is run on the firm’s line of MPS presses from manufacturer Multi Print Systems.
McDowell Label has invested more than “seven figures” in its printing presses, according to its president. “And we’ve invested even more than that in our in-house prepress department,” McDowell revealed. “We take a lot of pride in doing things differently and being able to print artwork as it was intended by design. It is extremely satisfying to manipulate files and exceed the criteria of our customers.”
In Canada, ASL Print FX won for its Rennie Estate Winery 2009 Gaia label. “Our mission is to drive revenue for our clients,” said Toni Hamilton-Edwards, marketing director at the Ontario firm, which dates back to 1965 when it was called All Stick Label Ltd. and was built on the business of pressure-sensitive label, promotional and package printing. “We know that the reason consumers buy the first bottle is primarily due to the label,” she said.
ASL Print FX ensures that consumers pull the wine off the shelf by working collaboratively with the winery and its designers, Hamilton-Edwards added, “to achieve the best image and finishing options that portray the personality of the brand. We try to work closely with the designers as early as possible in the concept stage. We educate [them] on our technology so they can develop creative that optimizes the innovation available. We can provide test print runs throughout the concept stage so the designers can see the finished results.” ASL Print FX also works closely with designers and the client to ensure efficient production and costs, she said.
“It is very important to access the competitive shelf set and ensure that our clients finished product breaks through the clutter,” Hamilton-Edwards continued. “This is achieved with a combination of innovation and differentiation.” One such innovative example was produced for Girls Night Out Sparkling Wine. “When our client was redesigning their sparkling wine, we wanted to ensure the bottle would have large shelf appeal and grab the attention of consumers. We recommended a holographic foil be used for a key design element: the dress. This enabled the bottle to ‘pop’ on shelf in the retail environment,” she explained.
When another client, Kruger Wines & Spirits, asked ASL Print FX to help develop a new, competitive entry for the rum category, the label printer created, tested, and optimized Black Cove Spiced Rum. “Since having presence on the back bar is essential to generating trial, we developed a label that would glow on the dark back bar,” said Hamilton-Edwards. “This increased trial and sales for Black Cove.”