Raised images, type or textures on a label send a message to the consumer: "This is the product you want. This is the one with something extra." That's what the product marketers hope happens at the retail store shelf. To achieve that effect they look for label converters who know about rotary embossing.

"One of the main purposes of a label or package is to gain the customer's attention through visual appeal, brand recognition, competitive shelf advantage and pick-up value," says Nicole Mercer, marketing manager for Universal Engravers Inc. (UEI Group) of Overland ...

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