Substrate suppliers have worked tirelessly to develop materials that will elevate the look and feel of a brand. Metallic effects convey luxury, and they often pop on the shelf.
“Metalized labels entice consumers at the shelf due to their shine and luxury finish,” explains Angel Harvey, product manager - Prime Films, Avery Dennison Label and Packaging Materials. “Metallized labels also pair well with other decoration technologies such as foils and tactile inks. These labels entice people to pick up the products off the shelf.”
Metallic effects are popular in a wide range of applications, including health and personal care, beverage, and food, to name a few. At Avery Dennison, metalized films are a standard product offering. The company’s broad portfolio features a variety of facestocks and adhesives to meet the needs of varying segments.
“We offer a Metallized BOPP film with a variety of adhesives, and we also provide a Global Co-ex metalized film, which is a semi-squeeze film,” notes Harvey. “Plus, Fasclear 250 Silver is a full squeeze film. Our metalized films also work well for UV and water-based inkjet presses.”
Avery Dennison provides metalized films and papers, and the company’s new Luminous collection is designed with a subtle sparkle. Decorative effects can really pop with thicker papers, too, which is an advantage in this space.
“By letting portions of the material show through the design, you are able to achieve a special appearance or gradient,” says Harvey. “This is used in a variety of health and personal care products such as beauty products, lotions, shampoo/conditioner, men’s grooming. We are also seeing more and more in the beverage industry. The brand is able to stand out against other products on the shelf.”
The substrates must stand up to several challenges, too. The goal is to avoid converting issues, as well as scratches or imperfections, whether producing the labels inline or on-press. “We metallize on the adhesive side in order to protect the metal and ensure there are no scratches or imperfections. This allows the label to stay robust throughout the manufacturing and distribution process,” she adds.
Avery Dennison also offers its metalized films through the Exact program, which allows converters to order any required width at specified lengths. According to the company, orders placed by a given time will be dispatched within 24 hours from the original cutoff time.
With Exact, Avery Dennison works with customers to fulfill their own unique requirements. This can simplify the ordering process and keep costs down, which have traditionally been a concern with metalized labels.
According to Harvey, cost is not a prohibitive issue in this market. “While the film itself can be more expensive than a clear or white film, converters will save on other decoration methodologies like a cold foil or hot stamp,” she says. “You have the ability to decorate the entire surface of the package as well.”