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FLEXO Magazine : July 2014
Making Metallics More Profitable Software Can Gang Multiple SKUs, Use Less Ink, Save Money Dennis Mason As consumer brands seek attention on the shelf and wish to convey the idea of value in their products, label printers and converters nd themselves called upon to print labels with metallic elements. Metallics have long been used by luxury goods manufacturers--- particularly perfumeries and distilleries---as a brand enhancement strategy connoting value and prestige. Now many consumer brands see metallics as a way to make their products stand out on the shelf and distinguish them from the competition. ese factors are forcing label converters to seek better solutions for their brand clients. In the past, metallics were seen as di cult and expensive to produce. To this day, some printers even discourage clients from using metal- lics. Still, their power and attractiveness are not lost on down market brands and producers of niche products, such as organics. us, the prudent label printer needs to understand metallics and ad- dress the costs associated with producing them. A detailed knowledge of metallics will o en present previously unseen pro t opportunities, as well as reduce turnaround time, all the while producing consistent results. e converters that are able to produce metallics consistently and e ectively stand to gain new clients with similar requirements. A separate factor complicating label and package production today is the fact that brands o en need di erent SKUs to address di erent target markets or submarkets. But at the same time, they desire labels with many similar graphic elements to create a uni ed brand family with a single cohesive look. Although achieving signi cant savings in producing projects like this---particularly if they involve complex metallic images---requires early job planning at the design and layout stages, the savings can be phenomenal. Real World Results Model Graphics, a Cincinnati area label producer, recently construct- ed a complex metallic label job example demonstrating to brands and their label designers how to realize signi cant savings on multiple SKU jobs. e project involved four di erent prime labels. Each " Helping clients and prospects understand how they can save themselves money by designing with the pressrun in mind often leads to happy, repeat customers." 56 FLEXO | JULY 2014 TECHNOLOGY & TECHNIQUES