Today’s guest writer, Ross Van Burkleo, discusses the importance of picking the right paper for beverage labels. A compelling label design gets even better when proper attention is given (by designer and bottler/vintner/brewer) to the look, touch and feel of the label paper. Paper is another one of the many elements that contribute to (or take away from) the overall brand experience. Enjoy. – LM
First Impressions….7 Seconds??!!!
Seven seconds to make a good first impression?! I know I needed a lot more time to impress my wife. If it is was truly 7 seconds, then I don’t think I would be married to her. At least in the Professional Bull Riders Association you get 8 seconds to consider it a success. Wait, maybe those cowboys would like a shorter duration!
We all know that, when meeting someone for the first time, first impressions are important. First impressions are also important to consider when producing a label for a wine or beer bottle. The label itself plays a primary role in the purchasing decisions of customers. Making a creative and compelling label connects the bottle with its buyer. I hate to say it but I have bought a bottle or two just by looking at the label. A provocative, interesting or compelling label design will lock in that consumer to reach again and again for that special beverage.
Another factor is the type of label paper that you choose to use. The bottle can be stored in a freezer, a refrigerator or stocked on a bar shelf. The label paper on a bottle must be able to withstand different temperatures and usually multiple handling. You need to have a label that has “wet strength” additives to increase resistance to tearing or shriveling in moist environments. Label paper needs to perform extremely well on high speed presses and labeling lines and easily accept die-cutting, embossing and foil stamping as well as printing. After all of that, you still want a paper that looks good when you put the bottle in your hand and makes you want to run you thumb over the paper to feel it.
Here are just two of the companies who have chosen to make an important decision to stand out with the labels they choose to represent their brand. Next time you see either of these brands, take the bottle in your hand and run your hand over the label. Another such brewer wanted a natural look and feel to their labels. Lagunitas, out of Petaluma, California, not only has a great beer, but decided to have a unique texture to their labels. The labels are a laid pattern that you can actually feel. The design not only separates it from other brands, but the feel gives you a connection that other beers do not.
Label paper is just one of the many elements you can use to make that first impression last a lot longer than just seven seconds.
If you want to look at all the choices of paper that you can use for labels and how to add this to your creative process, be sure to go to neenahpaper.com/FinePaper/LabelPapers. Or you can contact me @ Ross.VanBurkleo@Neenah.com or on twitter @NeenahFlash.
Ross Van Burkleo has been striving to be a paper expert for the past 20 years. He has been with Neenah Paper for a majority of those years and hopes to achieve that distinction while living in the Austin area. Ross has been known to dress up (see @NeenahFlash on twitter) to get his point across to the dismay of his wife and his young son. He enjoys talking loud and long about his passions for paper, sports and his church’s mission work.
The MAD House accepts no liability for the content of this article, or for the consequences of any actions taken on the basis of the information provided, unless that information is subsequently confirmed in writing. Any views or opinions presented in this article are solely those of the author and do not necessarily represent those of the The MAD House, its staff or its owners. The label examples used in this article were not produced by The MAD House.