The Best Choice?
Are synthetic label materials really the best choice for converters to use for their products? Some manufacturers seem to think so.
YOU CAN'T JUDGE a book by its cover, and in some instances that old adage is true. Consumers are bombarded with products on the grocery store shelves everyday and typically, they have to make up their minds within just a few seconds. So to get them to even look under the cover, the label has to convey the quality of the packaged product—and synthetic labels can do just that, if used properly.
Key factors when choosing synthetic
There are many pros and cons when trying to choose any substrate today, so printers need to understand the key factors when selecting a label material. The use of synthetic materials in label applications is a high-growth area, so they must be good, right?
"It's simple. The pros of synthetic paper label materials are durability, strength, grease and water resistance, better graphic quality, outdoor weathering, and UV resistance," said John Giblin, vice president, marketing for Granwell Products Inc., who market the Polylith brand of synthetic papers.
Synthetic materials can hold up in many environments, from below freezing to very warm temperatures, and from greasy environments to very damp atmospheres.
"Synthetic papers are dimensionally stable when exposed to moisture and humidity, can withstand temperatures ranging from -60° F to over 240° F, and are resistant to cracking, shrinking, or distortion in size and color. They can withstand repeated flexing and bending without cracking or breaking," Giblin said.
Another plus when printing with synthetics is the ability to run on almost the entire range of printing processes, according to David Hoag, national converting sales manager, Arjobex America. A study conducted by Arjobex concluded that synthetic label materials work well with conventional flexography, lithographic, gravure, letterpress, screen-printing, and thermal transfer processes, with no required pre-treatment.
Also, synthetic paper materials have excellent bonding characteristics which allow excellent ink coverage and better printing of graphics. An example of this is Granwell Product's Polylith synthetic papers that are printer friendly and can be readily embossed, foil stamped, glued, scored, perforated, die cut, or thermoformed.
Synthetic materials also have the ability to print like paper. Acucote Inc. saw the opportunity this presented and developed its line of synthetic materials, Syntherm®. "Syntherm's smooth print surface and the ability to convert like a paper make processing the material easy for the label printer," said Shawn Easter, Acucote's marketing manager.
Proctect-All Print Media now offers Artisyn® Synthetic Paper for both inkjet and laser printers. It's FDA-compliant for direct contact with food, non-toxic when ignited, and resistant to most household chemicals. Artisyn is available in thicknesses of 10 mils, 12 mils, and 14 mils, and the master roll web width is 52˝.
Because the environment is, or should be, on the top of everyone's list of things to keep in mind, many, if not all, synthetic materials are recyclable.
Although the positives of running synthetic label materials are significant in their own way, there are some negatives one must add into the equation when trying to decide if synthetics are the way to go.
"On the con side, synthetics are generally higher priced and require a different printing process that could present a challenge for first-time printers and converters," said Paul Mitcham, national marketing manager, Yupo Corp. "Sometimes static can be a challenge and the substrate converts differently, but everything will run well if some investigation is done."
"Somewhat more sophisticated printing and converting techniques are needed for synthetic paper than for processing conventional paper," said Giblin. "Key factors are: to use high solids inks formulated for synthetic paper; to be more careful with humidity, stacking, and drying; and to use sharper, more durable tooling for die cutting."
To help converters run synthetic labels, many manufacturers have support technicians on hand to help with any questions a converter may have.
The security 411
Product and brand security are growing issues and they can involve all aspects of converting and printing. A strong and resistant product can help customers meet today's security needs and issues.
"Security has become a larger market for synthetic papers, and tags that use synthetic paper as the strength layer are increasing in widespread use," said Giblin. "Synthetic label materials have the tear resistance; tensile strength; and water, oil, and chemical resistance to maintain the label product's quality image and integrity throughout the complete cycle of product usage."
An example of where synthetic labels can be used is in the pharmaceutical field, especially products that are known to have a high and expensive pilferage rate. Because of their high tear strengths, synthetic labels can reduce tampering.
Another area where synthetics plays a key part is in the airline industry. Synthetic paper is used for luggage tags that need to withstand the luggage-handling process, while accurately storing passenger information.
More than a feeling
Branding is very important in today's cluttered and sometimes overwhelming consumer world. Especially now, with the economy trudging along, today's consumers are more apt to do a little research before making their final purchase, even if that research equates to only a quick inspection of the store shelves. Here, everything matters, and the feel of the label can be just as important as the look.
"The key attributes of synthetics for brand owners are durability, reliability, beautiful graphics, a consistent brand image, and a package that is as appealing to the touch as it is to look at," said Mitcham. "We have found that the feel of the label is very important to the consumer. A smooth feel conveys the idea of quality and luxury.
"Consumers also look for perfect packaging—torn or wrinkled labels will never leave the shelves, another reason durability is so important. Many consumers want the feel of the bottle and label to match, without ridges or awkward texture changes. The look is also important. Beyond stunning graphics, consumers want user instructions and ingredient lists to be easy to read and a perfect rendering even with the smallest type, without smudging."
What the future holds
No one has a crystal ball to see into the future, but the performance and sales trends for synthetic label materials show that their use will likely continue to increase. To meet these needs, suppliers are keeping their R&D departments busy trying to develop new and better grades of materials.
"Uses and applications for synthetics are continuing to expand as our customers have new needs," said Mitcham.
"We foresee a bright future and continuing growth of synthetic papers in the U.S. and Europe, due to increasing usage in new applications. In this respect, synthetic papers bring another material and value-added dimension to the market and allow 'thinking outside the envelope,'" said Giblin.
By Megan Wolf
Assistant Editor
