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Shrink-sleeve labels—best practices and production tips

There are many advantages to shrink sleeves from a consumer interaction perspective.

A smell-through port on the packaging for new Downy Unstoppables provides a level of comfort for consumers, who can get a preview of the scent the product will leave behind on their clothes before they purchase it.
A smell-through port on the packaging for new Downy Unstoppables provides a level of comfort for consumers, who can get a preview of the scent the product will leave behind on their clothes before they purchase it.

Shrink sleeves offer a fully maximized packaging canvas for shelf impact, branding, marketing, and product information. There is a premium price for these advantages, but if you factor in—and take advantage of—all the capabilities and secondary savings, switching to shrink sleeves can be a cost-effective way to invigorate your packaging.

1. Do you have a contoured package? First, the package must have a contour for the shrink to hold on to, so to speak. If the package isn’t contoured, production has to add one or two adhesive points. This may not sound complicated, but it adds another operation to the mix. In addition, an adhesive may detract from the quality of experience delivered to the consumer.

2. Can you incorporate tamper-evidence? Shrink sleeves can do double-duty because they can easily incorporate tamper-evidence in top-opening packages. Tamper-evidence is easy as a concept, but it’s a sophisticated process in reality. Find someone knowledgeable about tamper-evident seals to make sure you are complying with standards and regulations.

3. Should you go for clear? Don’t be so easily tempted to go clear. There are competing market forces at work here. Brand managers and marketers want to show the product through windows in the package. However, clear areas of shrink sleeves often reveal imperfections in the material, variations in the production process, and less-than-perfectly-clear substrates. If showing the product inside is not a priority, flood the substrate with white first to achieve the best brand accuracy and presentation.

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