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Your box is dusty or has oil or grease on its surface. These substances also interfere with adhesion Extend the tape end to the cutting edge - typically by threading it firmly through a dispensing slot below the cutting mechanism. Make sure the tape is smooth and has not twisted or formed air bubbles
Your box is made from a significant quantity of recycled cardboard. This often has a rougher surface which resists adhesion by tape If the gun features a pressure-adjusting handle, use that to ensure the tape is taut and ready for use Hand-held tape dispensers are often called tape guns. These work on the same principle - larger rolls of tape are fixed onto a revolving wheel, with the tape end extended to the cutting edge. Users grip the device using the large, tactile pistol-grip handle and apply the tape directly to the target surface.