SHRINK & STRETCH: DESIGN POSSIBILITIES
solutions, shrink-wrapping allows 360 branding
Unlike other packaging
possibilites which covers top to toe as well as the whole way round
360 degree branding opportunities James Pryor takes a 360 look at the branding possibilities a shrink-sleeved pack can offer for on-shelf and function stand-out
Most FMCG manufacturing companies at one point will have the need to use 360- degree shrink sleeving.
James Pryor is design director of Touch, specialists in brand design for packaging. For more information, visit
www.touchpackdesign.com.
packaging process, 360 degree shrink sleeving can really add value throughout the packaging life cycle. It can also provide various levels of product protection, create great shelf standout and consumer interaction and even provide tamper evidence. When used to
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hen used sympathetically with the brand and
its full effect, 360 degree shrink can be very satisfying for any manufacturer.
IS SHRINK A DESIGN CHALLENGE? If approached correctly, designing for 360 degree shrink is no more challenging than designing for carton or flexible packaging. Nevertheless, like other packaging technologies, it has its own set of rules that must be considered if the piece of packaging you’re designing for is going to work well on all levels. The start point for any shrink
pack is aligning the structure and graphics with the brand. For the structural element of
the design, a real understanding of how shrink sleeves behave when they are applied to the primary packaging pack is key. For example, it’s no use designing a bottle with an emboss or geometric feature that will be obscured by the shrink sleeve or that the sleeve won’t form around. From a graphic perspective, anticipating how a sleeve might distort upon application is fundamental to creating a
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