The old saying “you can’t judge a book by its cover” surely doesn’t apply to people’s perception of packaged products. In fact, if anything, consumers depend on a product’s outer shell to make an educated guess about what’s on the inside. Not too long ago, private-label products were at a distinct disadvantage in this regard. But thanks to rotogravure printed shrink sleeve labeling and the cost, speed, and appearance improvements being realized in this realm, the odds are evening out, giving private labels a competitive footing against the national brands.
In addition, the technology is becoming practically de rigueur in many markets, as increasing numbers of consumers expect the level of appearance that only rotogravure printed shrink sleeve labels can offer.