Label, the messenger that conveys the meaning of the product

来源: 网络
时间: 2018-06-15

The evolution of domestic wine labels

The rise of domestic wines began in the mid-1990s. The main wine brands include the Great Wall, Changyu, Dynasty, Veyron and other traditional brands, which also began to reshape their brand image from this period. At that time, the design style of wine labels was mainly influenced by wine labels in France, Italy and other traditional wine producing countries (commonly known as the old world), and the design was biased towards tradition.

With the import of wines from the United States, Chile, and Australia (commonly known as New World) in recent years, our vision has broadened and our vision has been renewed. At the same time, the younger generation who pursues fashion and dare to try has gradually become the main force of wine consumption, and the wine label design of each wine brand has boldly changed to the direction of fashion and individuality.

The performance of fashion is reflected in grasping the connotation of the brand, breaking the routine and making bold attempts in the shape, graphics and color of the wine label; the individualized performance lies in the combination of various brands and their humanities, geography, etc. according to their own brand appeals. The conditions form a unique expression of each brand, create a batch of wine labels with Chinese characteristics and distinct personality, and get the recognition of the global consumers, a good interpretation of the phrase "nationality is the world".

Under the requirements of fashionable and personalized design, the material of the wine label has also begun to enrich. Not only the paper, film, metal, and even the cork and fabric materials are displayed on the wine bottle.

Traditional wine labels use wet glue labels:

It is necessary to brush the glue when labeling, and it needs to be glued. The temperature and viscosity control needs manual treatment, the stability is poor, some parts of the claws are not glued, and the label can not fit completely with the sticker. Especially after long-term storage or in a humid environment, wrinkles and edge warping are obvious, which seriously affects the image of the shelf;

The label has poor water resistance. For example, when white wine or champagne is put into the ice bucket, the wine label will quickly separate from the bottle;

Labeling of shaped labels, multi-layer labels, and film, metal, cork, and cloth materials cannot be achieved;

When switching products, you need to replace the corresponding size of the label box, and also clean the glue marks and machines every day. It usually takes about 1 hour to prepare. For small batches, the cost is huge.

The self-adhesive label clearly solves the above problems:

Self-adhesive materials are industrialized, the stability is relatively high, and the label-free feeling can be achieved, making the products stand out on the shelves;

Labeling of shaped labels, multi-layer labels, as well as film, metal, cork and cloth materials can be achieved; product switching can be completed in 10 minutes, and the labeling speed is better than wet label;

The most commonly used offset labels, screens, bronzing, hot silver, embossing, and embossing of wine labels can be completed at one time, which not only improves production efficiency, but also stabilizes quality;

Uses glue and face material specially designed for ice buckets to provide better water resistance;

The overall cost of the sticker is also lower than that of the wet label.

Based on the above factors, wine labels have gradually changed from wet adhesive labels to self-adhesive labels in recent years. In particular, some emerging wine companies use almost all self-adhesive labels. At present, self-adhesive labels account for 70% to 80% of the total domestic wine labels, and even more.

The printing process of wine labels is enriched and refined with the improvement of printing technology and the application of self-adhesive materials:

Some film wine labels also use holographic technology to enhance the three-dimensional sense and layering of the wine label;

Some wine labels use aroma inks to increase the fun of the wine label;

In the past, the embossing effect on the wet adhesive label could not be achieved, because the tension of the paper would flatten the ridge after the glue was dried, and the current self-adhesive label could be realized;

Self-adhesive materials also enable the application of coarse-grained paper, combined with modern printing techniques, enhance the image of the wine label;

The application of advanced waterless printing technology improves the environmental performance while improving the printing speed and quality.

All these kinds of products make the current wine label more reflect the temperament of the brand and better meet the needs of consumers.

Expectation as a wine label user

Self-adhesive wine labels have many advantages, but in the actual use process, they also find a little deficiency: because the adhesive label has strong adhesion, once it is pasted for a period of time, it is very difficult to remove. If there is an error in the content of the label, or if the content needs to be adjusted, it will take a lot of effort to scrape the label and it will not be able to remove the trace after scraping. Therefore, it is recommended that the self-adhesive materials and related suppliers develop It is easy to remove the special solvent for the sticker on the bottle or develop the standard machine.

In order to continuously improve the label of wine, printing companies that produce wine labels also have some areas for improvement.

1. Domestic printing companies generally do not have independent research and development capabilities. In addition, they are difficult to meet the demand-side innovation requirements due to equipment and technology constraints. This requires strengthening the vertical connection with relevant research institutions and capable brothers. Horizontal integration of enterprises to meet the requirements of the demand side as much as possible.

2. Most of the wine companies are in the north, while the economic conditions and technical conditions in the north are worse than those in the south. The structure of the industrial chain is far less perfect than that in Shenzhen and Shanghai. Special paper, ink, high-precision plate making and even hot stamping foil. The supporting materials must be purchased from the south, which seriously affects the fine production and timeliness of the wine labels. It is imperative to solve the problems of the industrial chain.

3. The cultural level of workers in printing factories is generally low, which affects the understanding and mastery of new equipment and new technologies, making these equipments and technologies unable to fully play their roles. Therefore, the quality of personnel needs to be improved.

Labels are the messengers that convey the meaning of the product.

The overall improvement of the label requires the joint efforts of the industry chain in the middle and lower reaches of the industry.

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