The beverage aisle is a competitive battleground where brands fight for consumer attention. From classic beers to trendy kombucha teas, countless products are vying for a coveted spot in shoppers’ carts. Aluminum cans remain a popular packaging choice for beverages, and the way you decorate those cans is critical to standing out.
In this blog, we’ll explore two of the most common methods for decorating aluminum cans: direct printing and shrink sleeve labeling.
What is direct printing?
Direct printing involves directly printing designs onto the aluminum can, typically via screen printing or digital printing. With screen printing, ink is transferred onto the can through a mesh stencil. Digital printing, on the other hand, uses advanced printers to apply the design directly onto the can.
What is shrink sleeve labeling?
In shrink sleeve labeling, a custom design is printed onto a flexible plastic film that forms a sleeve around the can. The sleeve is then slid over the can and subjected to heat, causing it to shrink and tightly conform to the shape of the container. This process results in a vibrant, 360-degree wrap that covers the entire surface of the can.
Factors to consider for choosing a decorating method for canned beverage packaging
When deciding between direct printing and shrink sleeve labeling for your canned beverage, it’s important to weigh several factors.
Minimum order quantities (MOQs)
Direct printing typically requires a minimum order of 100,000 to 150,000 cans, which can be a barrier for smaller businesses. In contrast, shrink sleeves offer much lower MOQs — sometimes as low as 1,000 sleeves — making them a more accessible option for small-scale producers. With shrink sleeves, businesses can invest in professional, customized labels without the significant upfront cost.
Lead time
If you need to launch products fast, direct printing may not be suitable since its lead times average between 10 and 12 weeks. On the other hand, the production time of shrink sleeve labeling is typically only around four to five weeks, making it a faster option for getting your product to market.
Design options
With direct printing, you are limited to a maximum of six colors, and designs may appear more muted due to the natural color of aluminum, so it may be more difficult to create bold, eye-catching labels.
Shrink sleeves labeling, however, offers unlimited color options, including vibrant neon and metallic finishes. It allows you to achieve detailed designs with high-quality printing, along with special finishes such as matte or gloss coatings that give the product a distinct visual and tactile appeal.
Artwork distortion
In terms of artwork distortion, direct printing has the advantage of consistency, as the design is printed directly onto the can with no risk of shrinking or warping. For this reason, some businesses might prefer direct labeling over shrink sleeves, which can sometimes suffer from distorted designs if not applied correctly due to poor manufacturing or inaccurate application processes.
Flexibility
Flexibility in managing inventory and design changes is a key difference. Direct printing can be costly and time-consuming if you need to make changes to your design. For example, if you need to update nutritional information or branding elements, you’ll have to reorder an entirely new batch of cans. Therefore, direct printing is less suitable for businesses that frequently refresh their labels or introduce limited-edition designs.
Shrink sleeves offer a more flexible alternative, as they enable you to order blank cans in bulk and apply labels as needed. This allows you to respond to changing market demands or update product labels without committing to a specific stock keeping unit (SKU) in advance.
Material usage
Direct printing eliminates the need for additional materials such as plastic labels or sleeves, reducing material waste and aligning with eco-conscious packaging practices. In contrast, shrink sleeves introduce extra material into the production process, which could slightly increase costs and impact sustainability.
Durability
When it comes to label durability, shrink sleeves have the upper hand. They are highly resistant to moisture, scuffs, and general wear and tear, ensuring that your product maintains its visual appeal from production to the consumer’s hands. This durability is especially important for beverages that require cold storage or refrigeration, as shrink sleeves remain unaffected by condensation.
Can texture
Direct printing preserves the texture of the aluminum, which appeals to consumers who prefer the feel of a traditional can. Shrink sleeves, being made of plastic, do not provide the same tactile effect, which could be a drawback depending on your target market’s preferences.
Which decorating method is best for your canned beverage?
The right decorating method for your canned beverage depends on your brand’s goals, production volume, and target audience. Here’s a summary to help you decide:
Choose direct printing if:
- You have high production volumes and can meet the large MOQs.
- You don’t plan to change your design often and want a consistent look.
- You’re looking to reduce extra materials and have a simpler production process.
- You prefer to highlight the texture of the can.
Pick shrink sleeve labeling if:
- You need smaller MOQs to accommodate limited production runs.
- You require faster lead times to meet market demands.
- You want vibrant, eye-catching designs with more color flexibility.
- You prioritize label durability to maintain your product’s appearance on the shelf.
- You need flexibility in labeling different SKUs without committing cans to one specific product.
Still unsure which method is right for your brand? Pro-Motion Industries is here to help. Schedule a consultation with us so we can talk about your specific needs and provide unbiased advice on direct printing versus shrink sleeve labeling.
Whichever decorating method you choose, our team will guide you through every step of the process, ensuring your product gets the attention it deserves. Get in touch with us at 856-809-0040.