Film
For rigid, semi conformable or full squeeze applications, film labels—both white and clear—are becoming the choice to deliver outstanding print graphics and visual effects that translate directly into more shelf appeal for CPCs. From dynamic label shapes on complex curved containers to a “no label” clear look with virtually invisible edge lines, pressure sensitive film technology is adapting to deliver the kind of visual impact that allows for differentiated products, increased brand awareness and more share.
But exciting graphics isn’t the only aspect driving the move to pressure sensitive films. Increasing demands for sustainability on the part of consumers, brand owners and converters alike are moving pressure sensitive film to razor thin dimensions. Thinner films translate into less fossil fuel used for manufacturing, as well as less solid waste produced. And, when used with the newer adhesives available, they result in significantly less bleed, thus reducing downtime associated with oozing on press and on dispensing equipment.
Here’s what’s happening with film label trends by market.
A premium label look dominates the Wine & Spirits market. In many cases, that means a clear on clear film for labels designed to create a clean, crisp, sophisticated image that says, “Buy me, I’m your brand.” When working with clear labels and bottles, it’s important the label plays a role in covering surface irregularities. Matching conformable film labels with the proper adhesive to alleviate visible seaming or bubbles can easily do this task.
The label is key in HPC. HPC brands are launching special edition packaging with thin holographic films to showcase the uniqueness of their product and draw attention at the shelf. But appearance isn’t everything—label functionality is increasingly important. With some brands, the use of less expensive, full squeeze containers results in more irregular surfaces and the need for conformable films to provide greater flexibility and more adhesive wet out.
As life gets busier, consumers crave convenience, particularly in the Food market. On the go lifestyles are driving single servers and individually wrapped packaging, while health conscious consumers are looking for portion control, calorie sensitive servings and restricted diet offerings like gluten and lactose free foods. As a result of this growth in personalized packaging, pressure sensitive reclosure use is skyrocketing, up 8 percent to 10 percent globally. Pressure sensitive reclosures are available in a number of seal strengths and levels of tack that are durable, efficient and flexible.
With the rise in counterfeiting, diversion and other forms of intellectual property infringement, label security products are increasingly critical for the protection of consumers and brand value. Label and packaging security products create levels of anti tamper and anti counterfeit solutions that reinforce product quality and assure authenticity. Overt solutions include two dimensional holograms, clear tear and tamper evident films, as well as laminated in security threads. Additional covert solutions include infrared taggants and UV microfibers and printing. Often brands are using multiple layers of these security solutions to protect themselves in the global supply chain. Pharmaceutical brands have begun to include RFID technology in labels to increase traceability and compliance with regulations.
Dealing with Durables, like tire labeling, has traditionally been a challenge, with problems (in this case) of staining from rubber compound color migration. But new film materials are making those problems a thing of the past. New polypropylene films not only prevent staining, they eliminate curling for improved brand messaging and retail appeal.
For chemical drum, container and barrel labeling, there’s an enhanced range of films to meet the new Globally Harmonized System of Classification and Labeling of Chemicals (GHS) standards, as well as BS 5609 section 2 and 3 certifications.
In electronics, product traceability is vital in the assembly of printed circuit boards (PCB). New, specially formulated polyimide labels are ideal for tagging PCB and LED applications, with a highly heat resistive topcoating to preserve label legibility even after the high temperatures of soldering and chemical baths.
Flexible films have taken the world of Flexible Packaging by storm. Flexible films possess good barrier properties on their own, but with the help of coatings, film types and manufacturing processes, the attributes and viability of the material are greatly enhanced.
Traditionally, flexible packaging consists of multiple ply structures: typically PET, polyethylene, foil and a bonding layer followed by a sealant. A trend has been to replace the foil layer with a Metallized Film consisting of polyester or OPS. In a metallized film, a layer of aluminum is applied to a polymer’s surface. This not only makes it more resistant to water and oxygen transmission, but also resembles the silver look of foil. The ability to provide some features of aluminum for much less cost and weight makes the metallized film trend attractive in the food and confectionary areas
Stickpacks are coming into their own in a big, big way, something Avery Dennison discussed in FLEXO Magazine last year (“Not Just A Fad,” September 2014). Originally debuting with paper faces, stickpacks with film faces have shown strong growth, offering higher barriers and improved sealing properties to accommodate liquid ingredients, such as shampoos and conditioners, energy gels, cosmetic samples and concentrated single use products
Momentum has been created as stickpacks move to industrial and automotive single use products due to new specialized chemical resistant properties and stronger barrier protection capabilities. From single use cleansers to car wash soaps and fuel additives, stickpacks are generating growth in new markets.
Tag Board
From retail price tickets and work in process labels, to inventory tagging, printable, bright white tag materials add efficiency and productivity to a wide range of applications. The material’s stiffness, high internal strength and consistent adhesion to uneven substrates and various fabrics have created the following growth applications:
- Traditionally a go to material for sock bands, tag is also being used for Lightweight Bundle Wraps, packaging comforters, pillows, sheet sets, washcloths and garments for infants and children. It is extremely apparel friendly, making it excellent for garment tagging and retail price tickets
- Similar to shelf talkers, pressure sensitive tag is being used to create Point of Purchase Add Ons that attach easily to existing materials, drawing attention to special pricing, sales, two for one offers and more. Not only that, tag’s ability to convey color on high end graphics makes it ideal for couponing at the retail level
- Tag materials for header cards are being used to create a bigger billboard. The extra space is useful for bigger logos and attention grabbing Branding. Plus strong, rigid tag can be hole punched for easy store display
- Because of its stiffness, tag has become an excellent choice for protective seal inserts used for Cosmetics like powder and cream packaging
Whether to meet the growing demands for differentiated appearance, functionality or sustainability, material innovations cannot exist in a vacuum. To be truly useful to converters and brand owners, they must also offer a balance of quality printing, high speed dispensing and meaningful cost containment.
In the long run, thinner labels and packaging—whether of paper, film or board—that don’t perform as well as or better than current offerings will not be easily accepted in the marketplace. It’s all about working together to match operational capabilities and equipment with the right construction for the product. As the needs of brands evolve to match aggressive goals for sustainability, productivity and differentiation, the entire value chain will have to continue to innovate, adapt and collaborate.
About the Author: Dave Collins is product line team director, specialty at Avery Dennison Label and Packaging Materials. He has been with the company since 2007. During his tenure with the organization he has served in a variety of roles including market manager, global digital products; market manager, North American wine and spirits, and director, prime paper product line team. Collins currently leads the specialty product line team.