The “three foot effect” plays a crucial role in capturing consumer attention and driving purchases. This phenomenon refers to the critical moment when a shopper’s eyes meet a product on the shelf, typically from about three feet away. For craft breweries like Church Street Brewing Company in Itasca, Illinois, leveraging this effect through strategic label design and printing techniques can make all the difference in standing out in a crowded market.
Harnessing the Three Foot Effect for Craft Beer Labels
The three foot effect is particularly important for craft breweries, where label design often serves as the primary differentiator on store shelves. A well-designed label can:
1. Grab attention from a distance
2. Communicate brand identity
3. Convey the beer’s flavor profile and style
4. Encourage impulse purchases
Church Street Brewing Company recognized the importance of the three foot effect when launching their new beer, “Special Hell”. They sought to create a label that would not only catch the eye but also withstand the rigors of retail environments and consumer use.
Leveraging Digital Printing for the Three Foot Effect
To achieve the desired three foot effect, Church Street Brewing turned to digital printing technology. This approach offered several advantages:
- Cost-effective short runs for test marketing and limited batches
- High-quality color reproduction
- Ability to incorporate special features like metallics and laser-trimming
The brewery partnered with Anderson & Vreeland and utilized a comprehensive workflow involving Hybrid Software, GMG Color, and Screen USA to ensure optimal results.
The Three Foot Effect Workflow
1. Design and Prepress: Using PACKZ and PRINTPLANNER from Hybrid Software for a streamlined native PDF workflow.
2. Color Management: GMG Color’s technology ensured accurate and consistent colors across labels and packaging, crucial for the three foot effect.
3. Printing: The Screen Truepress L350 UV inkjet press was chosen for its speed, substrate versatility, and image quality – all essential factors in achieving the desired three foot effect.
Maximizing the Three Foot Effect with Advanced Color Management
GMG’s color management technology played a pivotal role in ensuring the labels would create the intended three foot effect. Their approach included:
- RIP-agnostic, color-managed PDF workflow
- Prototyping, press calibration, color management, and spot color mapping
- Use of GMG ColorProof, ColorServer, and SmartProfiler
This comprehensive color management strategy ensured that the “Special Hell” labels would maintain their visual impact from the critical three-foot distance.
Printing for the Three Foot Effect
The Screen Truepress Jet L350UV was instrumental in bringing the three foot effect to life for Church Street’s labels. Key features included:
- Three picoliter drop size for crisp, sharp images
- Ability to print on a wide range of substrates
- CMYK and white UV inks for durability and visual impact
By utilizing this advanced printing technology, Church Street Brewing ensured their labels would maintain the three foot effect even in challenging retail environments.
The success of Church Street Brewing’s “Special Hell” label demonstrates the power of the three foot effect when combined with strategic partnerships and cutting-edge technology. By focusing on this crucial aspect of retail marketing, craft breweries can significantly enhance their shelf presence and drive sales in an increasingly competitive market.
