106 | Durable labelsPlan into action“Whether the label is going on ‘We have a dedicated team that drives innovation [at Avery Dennison]. They work with our customers on the specifc a car or appliance or there’s requirements they need to hit or, in some cases, on a product for which there’s an unmet need in a market,’ says Purdef. ‘But at the end some specifc regulation, the of the day, the product goes to our customers, and they’re the ones customers just expect it to work. who have to put that particular application into action.’The processes of creating the durable or industrial label doesn’t They don’t want problems or to differ much from any other label. Durables can be printed using conventional or digital methods. have to spend time fguring it out”The difference is the products themselves: durable or industrial labels require certain specialty products that will only really be 392 degrees Fahrenheit; and accelerated weathering and durability used for specifc applications because, for one, these products testing, including salt spray and exposure to intense UV heat. wouldn’t be cost prohibitive to either the converter or the end ‘From an R&D standpoint, we have a UL accredited client user, and secondly, many of these are very heavy duty and just services lab, we have an analytical lab, and it’s all ISO 17025 don’t ft other applications.standard approved for automotive testing,’ explains Purdef. ‘We can ‘For the most part, creating labels for industrial markets is the provide a lot from the analytical standpoint, where we can bring a same as any other. We don’t have any specifc equipment that’s certain amount of data to help assist in some other things we’re focused on just durable labels,’ says James Cirigliano, vice president developing but also to provide data to support the products we’re of marketing at US converter Diversifed Labeling Solutions. ‘Where developing to show that it’ll work as anticipated.’ it differs are those unique situations where you have to make sure Similar to Avery Dennison, 3M handles much of its research and that all the materials match that application. Take a freezer, for development in-house, conducting everything from high and low- example, where the label is going to be sitting in cold temperatures temperature testing to environmental cycling, where the company for a long time. You need special materials, specifc adhesions, that applies moisture or other potential outdoor hazards the label or will hold through frost.’adhesive may encounter during its lifecycle. For a time, durables were screen printed, which more easily allowed ‘R&D at 3M is our bread and butter,’ says Sara Merritt, the for raised lettering and was more resistant to sun and regular wear company’s global business manager. ‘Everything that we do and and tear from outdoor elements. Thermal transfer continues to be what really drives us at 3M is our customers’ needs. It’s what we’ve a popular method as it can create a surface that tends to be much done at the beginning of the company and what we continue to more resistant to scratches.do today. We look at what our customers really need in terms But methods have evolved to better enhance printing across the of materials and technology to apply what we already know to board, especially with digital technology.real-life problems.’ ‘Typically, you would see more analog type methods like screen According to 3M, 5.9 percent of its sales – 1.9 billion USD in printing or fexographic printing, or even thermal transfer where 2019 – fows back into its R&D program, helping the company you’re physically taking ink and pushing it down into the surface. produce over 3,500 patents each year across its 51 technology Historically, that gave a much more durable print,’ says Merritt. platforms with over 8,000 scientists in 50 countries across ‘Now, as digital print technology has evolved, it’s now enabled the globe. converters to have a much more durable print with the right tap ‘We have a very strong research and development lab in IATD code and label material.’[industrial adhesives and tape division], and it’s really a technology For example, 3M’s versatile label material was developed to platform,’ says Merritt. ‘We have a very deep technology expertise ensure that, no matter which print method a customer may be in adhesives, materials and process technology that not only using, it can be versatile across water-based and UV fexographic, enables us to have great durable label products, but also other UV inkjet, thermal transfer, screen and digital toner-based printing.tapes, adhesives, and other products that go even beyond our The material features a topcoated facestock which ensures that division into other parts of 3M as well, giving us a further depth of the label will be resistant to volatile chemicals and will hold even science and materials expertise.’ when encountering high temperatures.At 3M, bringing a product to market is much more extensive And though suppliers give converters a large choice of products than developing, testing, and launching. There are many steps the to use, how does a converter know which is the right one? First, it company takes before a product can fnally leave the warehouse has to ask the right questions.and be delivered to a converter. ‘You have to rely on your materials suppliers when you’re looking ‘We start by looking at our customer’s needs and building a road to understand the products,’ says Cirigliano. ‘They typically have map to go from there,’ says Merritt. ‘Once we get a good sense of some really detailed specs on the materials, and we’ll talk with the that, we look at our current portfolio to see if we have the right suppliers and learn about these materials ourselves. And if it’s an adhesives, the right facestocks, topcoats, liners, and every other application we’ve never done before, we’ll go to our suppliers, and material necessary to build an industrial label. And once we’ve they’ll tell you everything they have that can work.’identifed our gaps, we’re fnally ready to start the R&D process.’ Many durable labels, depending on the application, are heavily Once in the R&D process, the company then begins developing regulated by different governing bodies to ensure these label a concept, prototyping the product, and getting feedback from products adhere to a certain standard. customers to see if this is a product they would consider, thereby This is somewhat of a blessing, as it sets up a goal post for the ensuring the development and manufacturing teams are on the suppliers and converters to hit when creating the materials or labels right track. themselves. It’s also a curse, as these regulations, depending on the Though crucial to the overall quality and build of a product, R&D end-user sector, can be constantly shifting.and testing – for all that it can showcase the performance of the ‘There are a lot of challenges when developing the durable goods label or adhesive – can only go so far. At some point, a converter will themselves,’ says Merritt. ‘There are a lot of changes, whether it’s have to get the product and prove the concept that the material in the shifting printing trends or the regulations. We’re constantly supplier has been working to develop. connecting with our colleagues around the world to have a pulse on labelsandlabeling.com