Before a label can ever become a prominent aspect of a brand’s story, it begins as a concept. And while label converters often leave the artwork design to their customers’ brand agencies, there is still an immense crossover of the skills and software between graphic designers and prepress operators.

“While the brand agencies and designers tend to look after the art of a printed piece, prepress operators look after the science – the layout, plates, tooling, and processes for the job,” says Ben Richardson, senior DFE specialist, Mark Andy UK. “Prepress operators take a beautiful piece of art and apply the technical setup that is required for the given print process in which they are experts.”

Hybrid Software, for example, offers a complete set of software, from preflighting to file preparation, to proofing and collaboration/approvals, to delivering PDF files to a digital printer or traditional press. Recently, Hybrid Software announced the release of PACKZ and STEPZ 8.5 PDF production editing software.

“Perhaps the most intriguing feature of PACKZ 8.5 is a powerful new feature called Content XML, something that takes advantage of what we call dynamic creation,” comments Mike Agness, executive vice president, Americas, Hybrid Software. “It allows the creation of high-quality dynamic artwork from data utilizing PDF artwork templates and standard XML markup language.”

With Content XML, designers can create labels directly from straight XML code. They create a generic label described in XML – size, colors, text and graphic boxes, etc. To do this, variable components, such as text and graphics, are pulled from a brand’s database and added to build the label itself. Everything embraces the power of a variable data engine. The best part is that it uses standard XML language – just straight code.

“Where can it be used? Imagine a pharmaceutical company, whose labels look the same, but use different text based upon the company’s different products. You can create a fixed design and pull the text for the text boxes directly from a brand’s database. That way, you can be assured that the text is up to date and correct,” Agness explains.

Mark Andy, meanwhile, has developed software that allows converters to automate their step and repeat within Adobe InDesign. The ProWORX Imposition plugin is where the real productivity starts, the company says. The Imposition panel uses the job data stored by the Definition plugin to automate the label imposition process. The plugin creates the imposition grid and applies standard (or custom) printing marks such as bearer bars and eye marks. PDF layer control tools allow users to turn on or off  “process layers,” so you can output PDF files for flexo plates, diecutters, and process printing from the same standardized imposition template.

“The interface provides intuitive tools specifically for the label and packaging industry, such as automatic calculation of gaps for full rotary diecutting and visual indications of the print direction and copy position, to help ensure the labels are presented correctly on the final roll,” says Richardson. “These features make it easier than ever to design job layouts for narrow web, while template tools allow you to create a digital library of your tooling, reducing the need for double data entry for jobs using standard/stock cutters.”

Screening is a critical prepress tool for flexo printing. Hamillroad Software’s award-winning Bellissima DMS produces “best-in-class” image fidelity while using less ink with fixed pallet CMYK or CMYKOGV. Fixed pallet printing eliminates press washups, reducing the environmental impact of label printing.

“Flexo is changing, and flexo printers no longer want to compromise on what they can do in terms of definition and expensive spot color printing,” states Andy Cave, CEO, Hamillroad Software. “Like most businesses, printers are looking to drive efficiencies in their operations – reduce costs, environmental impact and increase the quality and definition of their printing. Bellissima DMS allows flexo printers to compete with the digital sector on shorter print runs and fixed pallet printing using CMYK or CMYKOGV.”

Functionality with other leading products is critical for Bellissima DMS, as well. The company’s software has been optimized to work in conjunction with products from vendors such as Esko. “Our software helps printers with new presses and those with older presses looking to improve their output,” adds Cave. “Our seamless integration with Esko’s Automation Engine makes it easier for customers to launch jobs and tailor-make their own workflows, with advanced control over many areas of the screening process. All of this results in easier adoption of Bellissima and a more efficient and flexible printing operation that produces higher quality.”

The nature of the label job will play a big role in the software used. In addition to the printing process used, the desired result will influence the appropriate software. “Graphic design software is the best tool for designing your images, but it can’t replace a professional label design tool for managing variable data, generating compliant barcodes, and ensuring accurate label printing,” states Lindsey Powell, marketing programs manager, TEKLYNX. “Choose professional label design software with the features you need to create product labels that stand out. The top of your list should be CMYK and RGB color support, powerful variable data tools, and embedded native printer drivers for top printing quality with all popular color label printers.”

The material on which the label will be printed cannot be overlooked, either. The technical attributes of the substrate will dictate how the image is received on a given surface.

“Don’t forget about the importance of choosing the right media, or label paper, for your product labels,” explains Powell. “The media availability may be dependent on your printer choice, so be sure to do your research. Does a glossy or matte label highlight your images best? Does your brand value the rustic quality that a thick, textured paper conveys? Are you an eco-friendly brand that values recycled or recyclable label media? Will your products be used in hot, cold, humid, or dry conditions that require special label media?”

Much like the speeds required for the latest printing presses, time is of the essence with software, as well.

“To support the workload of a busy studio or brand marketing department, an artwork management platform should be easy to adopt and offer a simple, user-friendly interface while providing elevated levels of visibility across large volumes of projects,” states Gemma Wood, Smartflow product manager, Loftware. “This means that speed of artwork to market can be improved, and thanks to higher levels of tracking and visibility across projects, businesses can enhance and refine internal processes.

“This refinement opportunity requires software to be highly configurable and simple for business users to administrate,” adds Wood. “It must also be able to track and manage varying workflow processes and project types, and manage user access flexibly and securely – all without incurring IT involvement overheads for system maintenance.”

Ultimately, the efficiency and ease of use of a converter’s label design software will impact operations. As label printers struggle to add personnel, cutting-edge software can play a pivotal role in allowing converters to meet customer demand without adding employees, which in most cases are hard to find.

“At Mark Andy, we firmly believe that prepress automation is the most effective way to drive efficient production, especially if you don’t want to add headcount,” states Richardson. “The prepress department is often the place where all of your production data comes together for the first time. Ensuring all order, pricing, artwork, and production data points are correct when the job moves into the production flow is a guaranteed way of reducing downtime and rework.”

Additionally, the software must connect employees who are not in each other’s presence. The proliferation of work from home employees also necessitates the use of the latest and greatest software.

“In our world of a more remote labor force with people working from home, certain requirements arise,” states Agness. “For example, you need an application that can be licensed easily to many sites, rather than investing in a single user app for each ‘site.’ These also make it easier to work from a more robust server and share customer preferences for more consistent work. Remote work also means remote reviews and approvals. Designers and print providers need an efficient way to be able to review work, comment, and approve for print. Designers and print providers should see how efficiently a software system does this.” 

With all this information, it’s fair to wonder where to begin? There are a multitude of considerations, but communication is critical.

“The transition to full prepress automation requires in-depth planning and consultation, often with multiple software vendors and departments in your organization,” adds Richardson. “Automation is driven by data, so the first consideration is your Management Information System (MIS). Whatever you are using, your vendor will guide you on how your existing business data can be used for automation. They may advise you to upgrade your business system to a labels and packaging-specific MIS such as Label Traxx or Cerm as a first step. Depending on your current MIS situation, there will likely be an obvious ramp-up curve while you standardize your data or enter into a new system.”

Moving to the Cloud

Reliance on the cloud has been an ongoing trend for a number of years, but the pandemic pushed its usage into overdrive. According to a Palo Alto Networks report, “nearly 70% of organizations are now hosting more than half of their workloads in the cloud, and overall cloud adoption has grown by 25% in the past year.”

“With advancing industry trends and business needs, cloud technology is becoming a necessity for businesses transforming their barcode labeling processes to reduce costs, streamline processes, enhance security, and centralize operations,” says TEKLYNX’s Powell.

TEKLYNX has designed its latest software to leverage cloud storage, such as Google Drive or Microsoft OneDrive, for label files to easily be saved in a central location with the option to print from anywhere, reducing the risk of lost files or running out of storage on a company’s hardware.

With TEKLYNX, users can connect label templates to an online spreadsheet (Excel Online or Google Sheet), cloud-hosted ERP, or cloud-hosted WMS business system to pull in variable data. Users can also install their software on a private or public cloud server to eliminate on-premises infrastructure, reduce hardware costs, and enhance their company’s use of cloud technology.  The latest software also promotes migration to a full cloud-hosted label printing interface hosted by TEKLYNX on AWS, giving designers the opportunity to utilize all the features cloud label printing has to offer and keep IT overhead low. 

According to Loftware’s Wood, highly automated, cloud-based artwork management systems lower costs, reduce mistakes, improve collaboration, and speed time-to-market. To reduce errors and delays, it’s important that businesses can holistically manage each project and task within that project. Loftware Smartflow is a “Software as a Service” (SaaS) solution that eliminates manual processes and paper files by making all content accessible in the cloud.

The biggest hurdles

Oftentimes, people represent the biggest hurdle in navigating the efficiency of the latest label design software. Communication, accountability and visibility are all paramount when dealing with a team of people.

“Most times, artwork is distributed to an average of six different people before it can receive final approval and be integrated into the product labeling,” remarks Loftware’s Wood. “That can’t happen until every single person – plus any third party – signs off on the artwork. If people don’t know where they sit in that chain, it can create costly delays. Similarly, with manual artwork management processes, there is limited visibility into who is supposed to do what and when, so project managers and leaders can’t easily see where the bottleneck is and resolve it.

“With this approach, artwork management is often handled through a patchworked system of spreadsheets, emails, phone calls and manila envelopes shared across departments,” Wood continues. “This creates a chaotic and cumbersome revision process that impacts time-to-market and puts the company at a competitive disadvantage.”

According to Mark Andy’s Richardson, Adobe Creative Cloud is by far and away the most common software used in prepress departments and agencies alike, however, the feature set of Adobe products is geared toward the creative aspects of design rather than the technical setup for specific print processes. This is a particular problem in the labels and packaging space, where production processes range from simple CMYK process printing to extended gamut printing, adornment, varnishes, and diecutting.

“Whether you manufacture completely inline on a modern digital hybrid press or using separate machinery for each process, it’s critical that all components, like digital print files, flexo plates, and cutting tools, all come together and work the first time in production,” says Richardson. “The easiest way to ensure all of these components come together is to standardize your prepress procedures and processes. With standardization comes a reduction in errors, time spent and costs. With ProWORX Label Suite plugins, Mark Andy is bringing the technical setup tools you need directly into the Adobe CC interface you know and love while providing a level of automation that helps to standardize your prepress processes.”

Hamillroad’s screening software has been designed to address numerous pain points for label converters. “One of the biggest challenges in label design can be the small amount of space available to display a lot of information while achieving that all-important shelf appeal and standout,” explains Cave. “Text must be readable and the graphic instantly relatable. Hamillroad’s Bellissima DMS is a pioneering and intelligent screening technology that keeps graphics and colors smooth and clean (with no rosettes), with high levels of details and contrast that make images jump off the page and look life-like.”

Using antiquated software can also pose numerous problems. Older software often does not necessarily offer newer tools that are helpful to the modern label converter.

“For example, expanded gamut tools are very helpful in printing most efficiently,” says Hybrid Software’s Agness. “Variable data tools are helpful for personalization. Some prepress tools might not have efficient and effective shrink wrap distortion tools. Even in basic terms, the design concept can be different from manufacturing the label. How close can they get?”