A product packaging should achieve two objectives: reduce costs and increase profit, make the packaging attractive and stand out from competitors.
These goals are contradictory, and for low-cost products, will win in 99%. But for premium products, special emphasis needs to be taken to win a game.
Double-sided printing labels
High quality is not enough to make a product “premium” in the consumer’s mind. According to a recent marketing researches, 54% of consumers said that premium products are characterized by higher quality. At the same time, 38% of consumers say premium products are “defined by superior design or style.” A luxury product manufactures cannot ignore the data of such a percentage of potential buyers.
For example, elite mineral water from a mountains (or any other luxury item) that is “better than the rest” is not enough to make the consumer take the high price for granted – your packaging must look appropriate.
When a consumer spends more on a product, that decision is emotional, not rational. When consumers buy premium products, they feel confident and successful. They often spend more because they want those around them to think they have good taste.
Thus, you need packaging that works well in both the consumer’s home and retail environments. Create labels that convincingly communicate the status of the person buying the product.
Double-sided printed labels
Custom label shapes, embossing, foil stamping and tactile varnishes are just the beginning. The premium liquor, wine and personal care markets are saturated with thousands of new premium products. To stand out, you have to do what very few brands do with their packaging.
Something like double-sided labels
What are double-sided labels?
As the name implies, double-sided labels have graphics on both surfaces of the label. When applied as a back label to a glass or polymer container containing a clear or light liquid, the inward-facing graphic provides a background for the front label.
For example, the back label on plastic water bottle is reversible. The inside graphic is intentionally designed to create a forced perspective effect – drawing the consumer’s attention to the label on the front containing the brand name.
Double-sided printing is nothing new at all. You’ve seen labels with two sides before – think of instant redemption stickers, multi-layered labels with extended content.
But when we talk about the type of two-sided label design that’s gaining momentum in the high-end industry, we’re referring to a very specific label design. These labels actually consist of two labels that are laminated together, forming a two-layer construction made in the following order:
- transparent polypropylene film
- image printing for the inside of the label
- printing in white ink
- image printing for the front side
- applying a protective layer (lamination or varnish)
The basic material (which is glued to the bottle) is always a transparent polypropylene film.
The graphics you want to show through the bottle are printed on the clear film.
A layer of opaque white ink is then printed on top to ensure that the graphics on the inside of the label will not shine through to the front side, and vice versa.
The base material is slightly larger than the outer material, allowing for registration marks and precise alignment of the two pieces of material during the lamination process. Excess base layer material is cut off during assembly.
After lamination, customer-oriented graphics are printed on the front side.
Finally, a protective coating (laminate or varnish) is applied to the two-layer label design. Laminates are usually used when the outer material is polypropylene, lacquers are used with verge paper and the like to keep the material in relief.
If you have a clear and high quality product in a clear container, a double-sided label can be the perfect way to make it stand out on the shelf.