Hybrid Software discusses challenges, solutions for shrink sleeve label production

The packaging benefits of shrink sleeves are well documented. Shrink sleeve labels provide 360-coverage for a package, enabling extra real estate for branding and product information. However, there are numerous challenges – and, consequently, solutions – for this popular application.

Designers can address many of the biggest obstacles in the prepress stage. Utilizing the right software can help navigate shrink distortion that will take place during production. This is especially valuable when using the newest materials and inks, which have specific requirements during the shrink process.

“On the software side, we need to understand visualization prediction using information from the shrink film characteristics to create the simulation/predictive model,” explains Heath Luetkens, sales director, Hybrid Brandz, Americas, Hybrid Software. “In this method we then have an accurate prediction of the final outcome. However, we can also go through another method of capturing a printed and shrunk film in the full manufacturing process using a specific grid configuration. The result is measured and analyzed using 3D or camera capture that then provides that info, when shrunk.”

For the brands, they can provide the designer a prediction of the result, or the converter can produce actual output for print. There’s risk with actual versus prediction, though.

“If I grab the wrong actual sample set – if I’m not looking at a sample set that gives me some ability to see those different distortions – I may not get the correct information, whereas a predictive model could be more accurate because it generalizes,” notes Luetkens.

Value of prepress software

The right software allows the printer to predict how the shrink film will react during production. “If I’m designing flat artwork, I have no idea how that’s going to look on that bottle,” says Luetkens. “Software manufacturers have the tools that are needed, but what is imperative is using them correctly. For example, how do I predict where I want to have the key logo elements of the overall design around an unusually shaped package? Maybe I don’t want to make the shrink corrections myself. During my design time, I just want to understand exactly where I can fit things, so the design does not incur extra costs or risks of tricky placements on the package. If an important design element is placed too high or low on the package, it could change things. As a designer, I want artwork to be within a tolerable area where key elements will not be affected.”

Designers can intelligently look at predictive information to help them design smarter. For Hybrid Software and other developers, they must accurately predict the design output, from whites to colors to working seams.

“We are always looking for cross alignment and matching, connected elements,” states Luetkens. “That’s important to an overall 360-degree design. The designs that have successful, consistent seams are really beautiful.”

Getting started

Understanding the particular elements of a specific job is crucial. For example, converters must properly account for the barcode and certain logo or design elements.

“I need to know that I’m wrapping around a trigger bottle spray or I’m wrapping around a real bottle, so that I can actually design my artwork properly to fit it,” comments Luetkens. “It’s better than a flat canvas, because if all I know is the 2D form, how do I know what’s going to fit where, in that overall product? Being able to predict and see it first is key. Then on the prepress and output side, it helps correct for those areas that need to be even more accurate.

“If people understand the basics of shrink sleeves, and where design elements are going to be, then during prepress people can correct some of those distortion areas – which we can do if we know what the parameters are,” he adds.