Digitally printed labels add texture to put consumers in direct touch with packaging

Rick Lingle in Labels on October 03, 2016

Digital printing technology for packaging takes another step forward with inks that add visual and tactile appeal to labels to grab consumers’ attention without the use of special substrates.

 

Consumers don’t just use their eyes when making purchasing decisions—they use the sense of touch as well. Research has shown that a brand’s impact increases by 30% when more than one sense is engaged in the packaging design. A new development from Domino is aimed at both label converters and brand owners wanting to put consumers in better “touch” with their packaging.

“Textures by Domino,” a unique ink jet capability of the Domino N610i digital UV inkjet label press (below), allows label printers to produce visually striking, digitally textured labels that enhance shelf presence and make brand owners’ products stand out from the crowd. Intended for a variety of segments including wine, beer, and cosmetics and beauty, this technique represents a cost-effective way to create labels with high visual and “feel appeal” that also help to maximize customer engagement.

 

The textured-printed labels not only capture consumer attention, but more importantly encourage them to take the product off the shelf.

We asked Bill Myers, Domino Digital Printing marketing manager, what he sees as the distinguishing benefits of this new product offering.

“’Textures by Domino’ allows the label printer converter to use standard substrates and materials for printing,” Myers responds. “The benefit there is that these materials are commonly stocked, they are less expensive for both them and the brand owner while giving the look and feel of more expensive substrate materials.”

 

Special effects without special substrates

For example, for craft brewers, a raised, grainy effect label could be created to reflect the earthy nature of brewing or an eye-catching metallic label to enable the beer bottle to stand out in a bar display. A “premium” feel can be created on a wine bottle using digital textured effects across the label simulating conventional textured papers, thereby adding value to the brand.

For the cosmetics sector, premium and high-gloss effects can be created to increase the shelf appeal of beauty products. It is these stylish touches that add value to the packaging design. The beauty of this process is that it can also be applied to synthetic materials, which is unique.

Regarding Textures’ market status: “We just launched it, but have received a tremendous response from label printers interested to know more,” says Myers.

For more, information, see the Textures by Domino video at Youtube or visit the company’s digital printing website.

 

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Want to stay in touch with packaging? Consider a hands-on approach at PackEx Montréal, November 30, 2016 to December 1, 2016. 

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