Avery Dennison Corp. has introduced an advance in label application that will free package designers to create more distinctive packaging shapes to catch and hold consumers’ eyes as they choose products from crowded store shelves.

Avery Dennison said its Curve Appeal is a patent-pending system encompassing special Fasson Curvy film labels that work together in a machine application process. This system labels complex curved surfaces far beyond other current labeling processes.

“In mere seconds, shoppers make purchase decisions,” says Renae Kulis, Avery Dennison’s global marketing director, health & beauty, home care. “Avery Dennison Curve Appeal allows marketers and package designers to profoundly affect consumers’ decision-making. Savvy brand owners can now create a more impactful marketing asset at the shelf.”

The new Fasson Curvy film label combines a wraparound look with the shelf appeal of pressure-sensitive graphics. It creates up to 30 percent more space for primary labeling than current flat surfaces and, because it reduces the need for two-ply label constructions, enables larger back panels to carry more product or multi-language information, the company notes.

“This is our company’s 75th year of delivering innovations that help build brands and make information more impactful,” adds Kulis. “We’re proud to bring Avery Dennison Curve Appeal to our customers.”