How to Choose Custom Labels: Materials, Adhesives and Finishes

Why Custom Printed Labels Outperform Generic Alternatives

Brand Identity and Shelf Presence

A well-executed label is one of the most powerful selling tools available to a brand. Custom labels give you complete control over how your product looks and feels in the hands of a customer. You can apply your exact brand colours, typography and imagery, maintain a consistent identity across your full product range and create packaging that commands attention on shelf and online.

Generic stock labels cannot do this. They impose constraints on size, shape and design that force your brand to fit around them rather than the other way around. Custom labels are built around your product from the outset.

Compliance and Product Information

Custom labels allow you to include every element required by your industry's regulations, including ingredients lists, allergen statements, nutritional information, safety warnings, usage instructions, traceability data and regulatory symbols. For food and drink, pharmaceutical, chemical and industrial products, getting this right is not optional.

Producing labels to your exact specification also makes it easier to update content quickly when formulations, regulations or contact details change, without the lead times and waste associated with pre-printed stock.

Versatility Across Products and Sectors

Custom labels can be engineered for almost any application. Kingfisher Labels supplies clients across a wide range of sectors, including food and drink, cosmetics and personal care, pharmaceutical and medical, industrial and chemical, and promotional and retail. From small glass vials to large plastic drums and corrugated outer cartons, it is possible to specify a label construction that performs reliably whatever the container, environment or handling conditions.

Long-Term Cost Efficiency

Custom labels can appear more expensive per unit than generic alternatives, but the comparison is rarely straightforward. With the right print process and run quantities, custom labels often deliver better value. Variable data printing allows multiple SKUs to be combined into a single print run. Multi-panel and peel and reveal labels allow more information to be carried on a single label, removing the need for separate inserts or secondary labels. And a strong label that drives brand recognition and repeat purchase generates returns that a stock label simply cannot match.

Choosing the Right Label Material

The face material determines how your label looks, how it performs in use and how well it survives its environment. The right choice depends on your product type, the surface you are applying to, the conditions the label will face and your brand positioning.

Paper Labels

Paper is the most widely used label material and suits a broad range of products. It delivers excellent print quality with strong colour reproduction and is available in gloss, matte and textured finishes. It is a cost-effective option for dry, ambient conditions where the label will not be exposed to moisture, heavy handling or harsh temperatures. Typical applications include ambient food products, household goods, retail packaging and logistics labels.

Paper is less suitable where labels will come into contact with water, oils or cleaning agents, or where durability is a priority. Find out more about paper labels.

Polypropylene (PP) Labels

Polypropylene is a durable plastic film that offers excellent resistance to water, moisture, oils and abrasion. It is available in white, clear and silver/metallic variants, giving significant design flexibility. PP is the material of choice for beverages, toiletries, household cleaning products and any application where labels need to survive damp or wet conditions.

White PP is a strong all-round performer. Clear PP creates a near no-label look on glass or transparent packaging, the basis of our Clear & Transparent Labels. Metallic PP delivers a premium appearance without the cost of foil substrates. Find out more about polypropylene labels.

Polyethylene (PE) Labels

Polyethylene is a more flexible film than PP, which makes it ideal for squeezable containers such as tubes, bottles and pouches that flex and deform in use. It conforms readily to curved or irregular surfaces and is water-resistant with good chemical resistance. PE is commonly specified for personal care, cosmetics and household cleaning products.

Vinyl Labels

Vinyl offers outstanding durability and is resistant to chemicals, UV exposure, extreme temperatures and abrasion. It is the preferred material for outdoor applications, warning and safety labels, equipment labels and asset tracking. Available in a wide range of colours and finishes, vinyl can also be produced as fully waterproof labels for the most demanding environments.

Specialty and Premium Materials

For products where label quality is central to brand positioning, there is a wide range of premium material options. Textured and laid papers add a tactile quality that works well for wines, spirits, artisan foods and premium cosmetics. Foil and metallic substrates create striking reflective effects straight from the press. Ultra-clear films deliver an almost invisible application on glass or transparent plastic, making the container itself part of the design.

For brands with sustainability commitments, eco-friendly label materials including recycled content substrates and FSC-certified papers are also available.

What to Look for in a Label Printing Partner

The quality of your labels depends on the quality of the supplier you choose. Price and lead time matter, but they are not the only factors worth considering when making this decision.

Look for a manufacturer with genuine experience in your sector. Label specifications that work for ambient food products may not be appropriate for industrial chemicals or pharmaceutical packaging. A supplier who understands your industry's requirements will steer you away from costly mistakes.

Technical support matters too. Your supplier should be able to advise on material and adhesive selection, print process suitability, finish options and artwork requirements. This knowledge should be proactively offered, not withheld until problems arise.

Consider production capability. Can the supplier handle your volumes efficiently? Do they have the in-house equipment to deliver the finishes you need? Can they accommodate variable data, multi-SKU projects and repeat orders to a consistent standard?

Finally, reliability. Consistent colour matching across repeat runs, on-time delivery and responsive account management are basic requirements, not extras. Ask for references and, where possible, speak to existing clients before committing to a supplier relationship.

Choosing the Right Label Adhesive

The adhesive is as important as the face material. A label that looks perfect but fails to stay on its container, or lifts in a cold room, creates real problems in production and in the hands of customers. The right adhesive is determined by the surface you are labelling, the environment the product will be stored and used in, and whether the label needs to be removed later.

Permanent Adhesives

Permanent adhesives form a strong, long-lasting bond that is not intended to be broken. They are the default choice for most product labels and are available in standard formulations for ambient and chilled products, as well as high-tack options for difficult or low-energy surfaces such as polyethylene containers.

Removable Adhesives

Removable adhesives allow a label to be cleanly peeled away without leaving adhesive residue on the substrate, under the right conditions. They are used for promotional overlabels, price tickets, temporary product information and labels applied to reusable or rental containers.

Repositionable Adhesives

Repositionable adhesives allow a label to be applied, lifted and reapplied before the bond sets. They are useful where labels are applied by hand to high-value or delicate packaging and accurate placement is critical.

Specialist Adhesives

Demanding environments require adhesives formulated to perform in specific conditions. Options include freezer-grade adhesives for labels applied at low temperatures or stored in frozen conditions, water-resistant adhesives for products exposed to ice, condensation or immersion, and chemical-resistant adhesives for industrial and laboratory applications. Where a standard adhesive would fail, a specialist formulation will hold.

Label Finishes and Embellishments

The finish applied to a label affects its appearance, its durability and the way a customer perceives the product when they pick it up. Finishes range from straightforward protective laminates to tactile and decorative effects that add significant shelf presence. You can browse the full range on our print finishes page.

Laminates

Laminates are thin films bonded over the printed label to protect the surface and enhance the finish. A gloss laminate intensifies colour vibrancy and creates a bright, reflective surface that draws the eye. A matte laminate gives a smooth, non-reflective finish that reads as premium and understated, well-suited to cosmetics, craft food products and spirits. A satin or semi-gloss laminate sits between the two and is a good choice for text-heavy labels where readability matters. All three provide meaningful protection against moisture, scuffing and handling.

Spot UV Varnish

Spot UV varnish applies a high-gloss coating to selected areas of a label rather than the whole surface. When used on a matte laminate base, it creates a strong contrast between the sheen of the highlighted area and the surrounding finish. This technique is effective on logos, product names and key design elements where the goal is to create depth and draw the eye to a specific part of the label.

Embossing and Debossing

Embossing raises areas of the label surface to create a tactile, three-dimensional effect. Debossing recesses them. Both techniques encourage customers to pick up and handle a product, which is a significant advantage at point of sale. They are most commonly used on logos, brand marks and decorative elements on premium drinks, cosmetics and gifting products. Find out more about embossed labels.

Foil Stamping

Foil stamping uses heat and pressure to apply metallic or special-effect foils to specific areas of the label. Gold, silver and copper are the most widely used, though coloured metallic foils are also available. Foil stamping is a proven technique for luxury and premium positioning and is frequently used on labels for spirits, wines, fine foods and cosmetics where it signals quality at a glance. Find out more about foil label printing.

How to Design Effective Custom Printed Labels

A technically well-specified label will underperform if the design is weak. Strong label design is a commercial discipline as much as a creative one. The following principles apply across most product categories.

1. Prioritise clarity over complexity

A label has a fraction of a second to communicate on shelf. Lead with your product name and brand, then a single key benefit or message. Everything else is secondary. Information that does not fit legibly on the primary label face should move to a back label, a side panel or a peel and reveal label that carries expanded content without cluttering the primary design.

2. Prepare your artwork correctly

Poor artwork is one of the most common causes of delays and disappointing print results. Supply vector files wherever possible and ensure all images are at sufficient resolution for print, typically 300dpi or above at final output size. Colours should be supplied in CMYK or as Pantone references, not RGB. Artwork must include appropriate bleed and keep critical content within the safe area. Kingfisher Labels' artwork guidelines set out exactly what is required before a job goes to press.

3. Choose typography that works at size

Limit your label to two or three typefaces at most. Ensure that essential information, including product name, key claims and mandatory regulatory text, is large enough to be read comfortably at the size it will appear on the physical label. Maintain strong contrast between text and background, particularly for small print such as ingredients or nutritional data. Avoid reversed-out small text on busy backgrounds.

4. Use colour with purpose

Apply your brand palette consistently across the product range. Consider how your chosen colours will reproduce on your selected material, as colour rendering varies between paper, clear film and metallic substrates. Think about accessibility and ensure sufficient contrast ratios for key information.

5. Design for the purchase environment

A label that works beautifully in photography may perform differently on a physical shelf under retail lighting, or in a thumbnail image on an e-commerce platform. Where possible, test your design in the actual environment where it will be seen. If you need support with design from scratch or artwork adaptation, Kingfisher Labels' design service can help.

Digital vs Flexographic Label Printing

The print process used for your labels affects unit cost, minimum quantities, turnaround time and what you can achieve on press. The two dominant technologies for custom printed labels are digital printing and flexographic printing.

Digital Label Printing

Digital printing requires no printing plates, which means there are no plate setup costs and artwork can be changed between jobs without additional expense. This makes it the right choice for short to medium run quantities, products with multiple SKUs that need to be printed together, frequent artwork updates and jobs incorporating variable data. Turnaround times are fast. Find out more about digital label printing.

Flexographic Label Printing

Flexographic printing uses physical printing plates and is highly efficient once set up, making it the most cost-effective process for medium to long run quantities. It is capable of producing high-quality labels with specialist inks, varnishes and in-line embellishments, and is well suited to products where consistency across large volumes is essential. Find out more about long run label printing.

Kingfisher Labels operates both digital and flexographic presses in-house. For many clients, the optimum approach is to use both processes across different parts of their label requirement: digital for short runs and variable data, flexo for high-volume repeat stock. We can advise on the right mix based on your volumes and budget.

Get a Quote for Custom Printed Labels

Kingfisher Labels is a UK label manufacturer supplying custom printed labels to brands across food and drink, cosmetics, healthcare, industrial, chemical and retail sectors. With digital and flexographic presses in-house, a wide range of materials, adhesives and finishes, and an experienced team to guide you through every stage of the process, we can handle projects of almost any scale and complexity.

To discuss your requirements or request a no-obligation quote, get in touch with our team. Tell us about your product, your containers, your volumes and any particular environment or application challenges, and we will recommend the most suitable specification for your needs.