CUSTOMISATION OF PRODUCTS AND THEIR PACKAGING/LABEL: THE "DNA" of Marketing

In the past years we have passed from the globalisation "boom" with the consequent increase of the demand that it entailed, to customization, to marketing strategies focused on adapting each product to each country, region, individual, etc.  

It is therefore a marketing strategy which is becoming more common among the food and beverage brands that create unique and original designs when a great event is approaching or when they want to capture the consumer's attention through customised messages.  

As regards to labels, this change is a true challenge, yet options such as printing in digital allow customising labels in an agile and simple way. Because Flexibility is one of the main advantages of digital printing which offers the possibility of making low and medium printing quantities enabling to adapt better to the particular printing requirements in a more simple way in the post-printing process and less printing costs.  

In addition, digital printing offers many other advantages:  Do you know them?  

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LABELS FOR MILLENNIALS

The “Millennials” generation was born under the umbrella of economic growth, they are well-prepared consumers that do not settle for the basic, a generation born between 1980 and 1995 which currently represents one-third of the world's population. 

They are demanding consumers, "explorers" that want to know more about the product because they want to identify themselves with it and know the history behind each product.  If this link is established they do not hesitate to maintain it, although they are less faithful to a product or brand than older consumers, and they do not hesitate to try new options if these capture their attention. 

The weight of the Millennials in the current market  is such that it was one of the five main trends pointed out by the latest global study by Innova Market on the latest trends affecting the food industry.  

According to this study, the Millennials seek to "connect" with the product and the brand and here is where the possibilities of the Interactive Label are almost endless.  

Interactive Labels use image-recognition technology by means of a camera to identify any type of object in real time: Photos, logos, drawings, etc. when the application has recognised the image it searches on the Internet for the multimedia content associated and superimposes it in a dynamic way, offering the consumer multiple interactive applications. 

Linking the interactive label to contents that can improve the consumer's experience and therefore his/her loyalty, recurrent purchase, direct recommendation through the social networks, etc. is undoubtedly one of the best solutions in place today to "connect" with the consumer through the label.  

CLEAR LABELS: TRENDS

The good, if brief and simple, is twice as good.

Embossing, shines, effects, etc., the variety of techniques and the possible combinations to apply on labels is increasingly wider, almost infinite, and that is why at IPE we focus our efforts on informing our clients that there is No limit when it comes to communicating and differentiating a product. 

However the differentiation can also be achieved with certain effects or combinations of them, it all depends on what we wish to transmit and who the product is intended for. 

The simplicity and minimalism on labels is an increasing trend. A clean and simple images is appreciated by many consumer who look for a product that transmits trust and closeness.   

This type of apparently simple labels requires choosing the appropriate technique and a careful selection of the material to achieve an "apparent" simplicity which has been studied and planned in detail. 

Design plays an essential role on these type of labels which on many occasions combine printing on white self-adhesive paper with transparent printing. 

Some example of simple labels whose design of which has been recognised by its simplicity. 

Image Source:

http://www.creativebloq.com/graphic-design/inspiring-beer-label-designs-12121544

http://lovelypackage.com/the-wines-of-westeros/

http://lovelypackage.com/index.php?s=METEORO

IPE AT ENOMAQ. Presentation of New Products

CELLARS SPECIAL

IPE, Innovaciones Para Etiquetaje presented at Enomaq under the concept "Sensations and Emotions on Labels" the latest applications for labels, specially outstanding new options aimed at providing unique effects through the combination of techniques, materials and inks. 

Thus, at the Enomaq Trade Fair we presented novelties such as the 3D High Embossing,  a technique that enables creating a spectacular effect with textures and sensations to the eye and touch due to the large volume created by the three-dimensional high embossing.   

Metallised volugraph was one of the novelties presented at Enomaq, a technique that confers a volume effect to all or part of the label creating a feel of high embossing. 

Likewise and under the brand Sleeve Direct by IPE, we presented the new options for sleeves, a trend that is gaining acceptance in the wine sector for products that want to generate a great visual impact on the store shelf .  

The Sleeve with stamping, a process where a metallised effect is applied on a shrinkable label, the holographic Sleeve with flashes of colour depending on the angle of view applicable to all or parts of the sleeve and the Metallised Silver Sleeve were some of the proposals presented by Sleeve Direct by IPE at the Enomaq Trade Fair.

METALLISED VOLUGRAPH: Welcome to a world of volumes and embossing

Volugraph is a special technique that confers a volume effect to all or part of the label.  

Applying this technique allows enhancing, by means of embossing, certain elements of the label creating a sense of volume.  Thus, the metallised effect provides a shiny an enhanced result. 

Sensations and Emotions on labels: 

This technique allows creating an appropriate aesthetic feel for products that want to transmit a prestigious image. This technique is generally used for wine and perfume labels that wish to transmit a coherent, aesthetic, elegant and differentiated label capable of creating emotions. 

An effect which transmits a feel of unique quality and craftsmanship. 

In addition, metallised volugraph may be applied on film, enabling an embossing effect on materials such as PE, PP, PET, etc. 

Applications, Advantages and Characteristics: 

•Combines embossing with metallised colour or holographic effect at the same time.

•Confers a feeling of crafted product, hand made. 

•Provides a high embossing effect.

•The embossing is achieved without marking the support paper, thereby eliminating problems with the labelling.

•It can be applied both on paper and film.

•It can be made in multiple colours and effects:  gold, silver, red, copper, green, shiny, matt, holographic, etc. 

•Perfect match of both effects.

•It can be combined with many other effects.

New options for Booklet Labels

We have already spoken on many occasions on our blog about the advantages of multi-page labels that allow us to incorporate additional information on the product.

The Booklet  label is a self-adhesive and foldable label with a double layer of material that offers a surface area that is 3 times greater in comparison to the conventional one-layer label.

New communication solutions and options!:  The label offers a solution to labelling products with problems like the lack of space to give information, illegible texts, descriptions in different languages or that include promotional texts.

Advantages and Other Uses:

.Optimisation of label space. Less space given to the label on a product (it is concentrated and even has more information in just one element and in a lower sized area), which allows us to keep the product attractive and increase sales possibilities (multilingual labels).

. Visual impact… awaken the consumer’s curiosity

Promotions on transparent packaging:  The inner face of the base label can be used as a promotional element including codes, information, images etc.. that the consumer will only discover after using the product.

Options and finishes:

. Base Label: Print on white or transparent FILM and up to 7 different colours can be printed.

. Superior Label: Print on white FILM and up to 5 colours.

  

In addition to the already mentioned advantages, is an ideal option for labelling applications on products such as food and drink, cosmetics, cleaning, industrial products, electronics etc.

For more information, please do not hesitate to contact us at marketing@ipe-innovaciones.com.

Waterproof Labels

In the summer we fancy cool things to fight the heat. Very often, the labels on some products, like drinks, are affected due to exposure to water or extremely cold conditions. 

The result? A “soaked” label, that deteriorates the product’s original image.

Therefore, the solution is to use self-adhesive papers that are water resistant. These are materials that are specially designed to survive in optimal conditions in water and at low temperatures to ensure the label stays intact.

In addition to very high adhesion, this type of label keeps its base colour, preventing the label paper from turning grey when the product is immersed in water.

This is a more than recommendable option for wines, cavas, beers and, in general, any type of drink that wants to boast a quality label that does not wrinkle, does not slide off and does not go dark under water.

For more information and the possibilities offered by Waterproof labels, please send us an e-mail to marketing@ipe-innovaciones.com.