In spite of these considerations, the ability to utilize 360-degrees of the container’s surface presents amazing marketing opportunities for the brand owner. In order to execute a truly successful design, however, the brand owner must work closely with the structural designer, the graphic designer and the material supplier to select a container shape and design that meets the needs of the container filling line and can be applied and processed through a high speed shrink tunnel. The brand owner is most concerned with creating and executing a shrink sleeve design that engages the customer at the point of sale. The goal is to have the consumer reach out for the shrink sleeve-decorated product and purchase it. Shrink sleeve technology enables a product to capture an audience: grabbing the attention of the consumer as he or she walks through the shop aisles and sees a beautiful, 360-degree decorated product. However, before moving into the technicalities of origination and pre-press, it is necessary to step back and examine what the shrink sleeve label offers, to both the brand owner and the consumer. There are also design considerations that need discussing, as well as things like dielines, artwork, barcodes, proofing and plates. This in turn means that the graphics will have to be counter-distorted in advance. Distortion is a difficult process to understand as it is necessary to anticipate how the sleeve graphics will become altered when they go through a heat tunnel. Design, pre-press and container selection are key elements to consider in sleeve technology, especially when looking at the topic of ‘distortion’.
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January 2023
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