There are lots of ways to make your designs stick. Adhesive papers come in many varieties for different aesthetic looks and practical purposes. Choosing the right one for the job is a matter of creative preference filtered through technical specifications. With a particular usage in mind, designers need to review label stock materials, the processes of label manufacturing, and how they are applied in order to decide what meets their clients’ needs.

Begin by understanding the five components to every label:

1. Topcoat or laminate (this is optional)
2. Face stock
3. Adhesive
4. Backing or liner
5. Substrate (what the label is going to stick to)

All five components have characteristics that affect design. Let’s look at these components in the context of the three types of labels used most often by designers—pressure-sensitive labels, mounted sheet labels, and static cling labels.

Pressure-sensitive labels
These self-adhesive labels are constructed with a face stock (the part that gets printed on). Over the face stock is the optional topcoat, or laminate, that acts as waterproofing. Under the face stock is the adhesive, followed by a nonstick liner that gets peeled off and discarded.

An example of this type of label, crack and peels, are pressure-sensitive label stocks that get sheetfed printed; they’re either cut to size (e.g., mailing labels in stationery packages) or kiss-cut to stay on larger sheets until individual labels are peeled off when needed (think of those labels you run through your laser printer). Another variety of pressuresensitive paper label is roll labels. These are printed by flexography rather than sheetfed lithography.

In flexography, the label stock is printed on a curved (flexographic) press drum, then rewound on a cardboard core. They are most often used in packaging, although rolls of self-adhesive postage stamps are also offered on pressure-sensitive roll labels.

Paper is a versatile, economical, and easy-toprint face stock that can be die cut into any shape. Face stocks come in a variety of finishes, including the coated stocks: high-gloss cast coated, gloss, semigloss, and matte; and uncoated stocks that often match writing-weight papers. There are also specialty stocks such day-glo, metallic, and foil papers.

Very special
A label for an entertainment industry executive’s holiday gift (above left) takes advantage of several decorative printing processes. This wine label, designed by Margo Chase and printed by Tobu Print Group, features engraving, embossing, and spot lamination on the surface of a crack and peel adhesive stock. It demonstrates that labels can be as creatively produced as other print design projects.

On a roll
These Kama Sutra labels (above right) were also created by Chase Design Group. Producing labels on rolls makes the application process of adhering the labels to product containers able to be automated, often saving money and time. The transparency of the bath gel label allows the product’s color to be visible through the packaging.

Adhesives for pressure-sensitive labels can be formulated to be removable or permanent. Another important aspect of pressure-sensitive labels is that the roll label variety can be used with automatic applicators to adhere the labels to the substrate surface. This means faster application time and less cost than hand application. However, crack and peel labels are generally meant to be used one at a time and hand applied.

Pressure sensitive (PS) film labels are constructed and work the same way as paper ones, but the face stock is film. The film is transparent but can be made opaque by printing a background color with opaque inks. A wonderful thing about using a clear film label is that the color of the product can shine through the packaging, providing a no-label look.

Topcoating or laminating isn’t necessary because film is already moisture resistant. However, inks need to be specially formulated for film face stock. One option is using UV inks that can provide a superior brilliance of color.

Film labels are good for applying to curved surfaces. They work especially well in packaging that is handled and squeezed because these labels flex and are durable. (A variation of PS film labels are full wraparound stretch sleeve ones that cover the package completely … but these are not technically pressure- sensitive labels.)

Mounted sheet labels
Premium face stock can be used in conjunction with a glue machine to turn virtually any sheetfed lithographic paper into a label. Here’s how it works: A sheet of paper is printed, often including specialty processes like engraving and foil stamping. The printed material is then topcoated—for example, varnished if there is a need to protect the graphics, provide a moisture barrier, or help the package resist abrasion. Once the sheet is dry, it’s run through a machine that applies adhesive. The sheet is then adhered onto the substrate, which is often chipboard. Once the bond is fully dried, the laminated board is scored, die cut, then folded and glued to make a box.

The great advantage to using this process is that the surface printing quality of a premium paper is far superior to typical coated board stock. You end up with a stronger box and better looking printing. If a full-bleed flat color is printed on the coated side of the chipboard and laminated on the uncoated side, the resulting box can be very impressive indeed (see the Stila packages below).

Pretty sticky
These delightful little compact cosmetic packages, designed by Susie Mendive for Stila, hold eye shadows and blushes. The litho-printed paper labels mounted to board stock and diecut provides Stila with an interesting, costcontrolled seasonal launch option.

Using premium stocks, belly-band labels can be created when a strip of face stock is wrapped around a substrate, like a package or deck of postcards, and then glued to itself with adhesive applied on the label’s overlapping edge. Belly bands are easy to break or slide off the piece, leaving the items they are wrapped around unaffected.

Static cling labels
Another use for labels—one that has nothing to do with packaging or stationery systems—is for temporary and display signage. Static cling labels are made of specially formulated self-adhesive vinyl film that sticks by static electricity to the substrate. As with a pressure-sensitive film label, the film is transparent but can appear opaque if printed that way. Topcoating isn’t required, but special inks have to be used.

These labels can be easily repositioned, so they’re great in environments where signs need to go up for a short period of time. For a more permanent or ofthandled sign, a designer should specify a different material … but static cling labels are a great way to get a brand message into an environment.

Temporary messaging
The Vote mailer, designed by Larsen, utilizes several sticky items in one piece—six square black, white, and yellow static clings in a silver translucent envelope with a metallic adhesivebacked mailing label, and a glued belly band. The advantage of static cling: It was easily removable once voting day was over.

Beyond these types, there are a variety of specialty labels created for very specific purposes. These include such things as premade label sheets that work in laser printers; barcode labels for inventory tracking and pricing; retail price stickers; clothing labels for branding and washing instruction; CD and DVD labels; as well as tamper-resistant, tamper-evident, and other security labels that help protect consumers. Typically, these labels are not created or specified by designers, but their application on a product can affect a design. In addition, there are also labels made of specialty materials like heat-sealed labels, aluminum, and magnetic material.

Adhesives, topcoats, and liners
An important consideration when specifying any label is what type of adhesive will be used. Adhesives are made from natural rubber, acrylic polymers, and silicone, each of which has different properties, applications, and costs. Adhesives can have either high or low tack— meaning very sticky with a high cohesive bonding strength, or lightly sticky with a low level of adhesion. This makes a difference in whether or not the labels will be permanent or removable.

Items like warning labels on hazardous materials need to be permanent … while name badges for a conference need to be easily removed from clothing. Beyond these characteristics, adhesives can be formulated for hot or cold temperatures, or to resist grease and oil, and even be usable with food products.

Topcoating a label can be done for aesthetic or practical reasons. Chemical coatings are applied to the face stock to improve the appearance of the ink, create contrast within the graphic elements, or provide a protective abrasion-resistant or waterproof surface. Spot lamination can be done using matte or gloss film to highlight certain areas in the label. Overall film lamination, either in matte or gloss film, will create a label surface that is able to withstand moisture. Varnish will seal the ink on a face stock to help protect the surface from rubbing or ink offset, while UV coatings provide special visual effects in the design.

“I know that designers often think UV coatings are protective, that they work as a barrier to UV light and therefore help inks resist fading, but that’s not true,” says print management expert Marcia Mosko, president of Tobu Print Group in Los Angeles. “UV refers to the fact that these coatings are dried under UV lights. They are slightly moisture resistant, but they aren’t really considered protective coatings.”

Label carrier paper, also called backing or liner, is not ordinarily specified by designers. These stocks are selected to work with specific face stocks in pressure- sensitive labels by manufacturers. Most backing is treated with a silicone coating on the white kraft paper in order to provide easy removal of labels from the carrier. Ask your printer for samples to examine the material when creating a pressure-sensitive label.

What’s right for my project?
In any design project, client and brand needs drive aesthetic solutions. Choosing the right type of label for the brand is mostly a matter of thinking through how the labeled item will be used and by whom. Walking through a day in the life of the label will tell you special materials and adhesive required.

Some basic questions to ask:

• Product: What product will be sold or promoted?
• Container: Is a container needed? What type of container is best? What material should it be made out of? What is its shape?
• Environment: Will it be exposed to heat or cold? Humidity and moisture? Will grease, oil, sunlight, caustic chemicals, or other factors affect durability? Does it need to be a permanent label or removable and easily peeled off?
• Applying the label: Will this label be affixed by machine or by hand? Of huge importance is whether or not your client will be using standing (or existing) containers or if a new package can be created. The realities of filling containers with products may well restrict design choices. It’s mandatory to talk these things through up front.

Getting the best results
Getting great results with printed labels is a matter of planning and preparation. Discuss the product and the design itself with your printing supplier as early in the creative process as possible.

“Designers should meet with their printer right away. That way they can see a lot of finished samples,” advises Gabriel Venegas, a customer service representative at Acme Graphic Arts Finishers in Vernon, Calif. “This is important because seeing the finished item lets you look at the way things are put together and function. It’s a lot easier to talk about technical considerations when you’re going over a real sample that is similar to what you’re thinking about making.” He suggests taking a look at standing (existing) dies, packages, and containers that your printer may already have.

After preliminary meetings, proceed with design. Once a design has been determined and the preferred product container and label materials are selected, it’s a good idea to do some testing. “Designers should always ask for test labels to be included in any packaging job” says Mosko. “Blank labels cut to size on the specified stock should be supplied to the filler who will be providing the product container. That way a test can be done to make sure the label will fit the actual container before the labels are printed. “Sure, this is expensive—somewhere between $2,000 and $10,000—but it’s worth it to not print up incorrect labels,” she adds.

Good advice is priceless
Creating labels and other adhesive-based designs requires technical expertise. This is one area where designers should work closely with their printing consultants and others who are experienced with these types of projects. Despite the many factors and considerations to review, sticky stuff is potentially a powerful tool to help successfully brand your client’s products and services.

Recommended resources
1,000 Bags, Tags & Labels: Distinctive Designs for Every Industry, by Kiki Eldridge, $40, Rockport Publishers

The Power of Paper in Graphic Design, by Catharine Fishel, $50, Rockport Publishers

Icon: Art of the Wine Label, by Jeffrey Caledewey and Chuck House, $85, Wine Appreciation Guild

Full-Color Old-Time Label Art CD-ROM and Book, $19.95, Dover Publications

About the author
Terry Lee Stone is a design management consultant and writer/educator in Los Angeles, and coauthor—with AdamsMorioka—of the Color Design Workbook from Rockport Publishers.