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Avery Dennison Shows its Curvy Side

The new technology will free package designers to create more distinctive packaging shapes.

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By: Jamie Matusow

Editor-in-Chief

Avery Dennison Corporation featured Curve Appeal at HBA, its new breakthrough in label application. The company says the new technology will free package designers to create more distinctive packaging shapes to catch and hold consumers` eyes as they choose products from crowded store shelves.

Curve Appeal is a patent-pending system encompassing special Fasson Curvy film labels that work together in a machine application process. This system labels complex curved surfaces far beyond other current labeling processes. “In mere seconds, shoppers make purchase decisions,” said Renae Kulis, Avery Dennison`s global marketing director, health & beauty, home care. “Avery Dennison Curve Appeal allows marketers and package designers to profoundly affect consumers` decision-making. Savvy brand owners can now create a more impactful marketing asset at the shelf.”

The new Fasson Curvy film label combines a wraparound look with the shelf appeal of pressure-sensitive graphics. It creates up to 30 percent more space for primary labeling than current flat surfaces and, because it reduces the need for two-ply label constructions, enables larger back panels to carry more product or multi-language information. The new application technology enables converters using Fasson Curvy film to deliver improved lay-down quality for large-format and unique label designs.


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