Film & Foil
The benefits of today’s foils on luxury packaging
Richard Burhouse, commercial director at API, highlights some of the current market trends in the films and foils industry and how they are adding value to the packaging sector
T
oday’s packaging designers enjoy a range of possibilities that their
predecessors could only have dreamt about. Technological advances – not least the development of foils that allow materials to be placed more accurately, quickly and eficiently than ever before – have placed an array of metallic colours and screen effects at their fingertips, including multi-colours and half tones that add true depth and sophistication to labels. As the standard of luxury packaging
grows ever higher, brands are increasingly using foils to give consumers what they call a ‘multi-sensory experience’. Across every consumer goods market, inks, laminates, foils and coatings, aided by new print techniques, are imparting texture and intrigue to packs in order to meet the trend for sophisticated, ‘haptic’ packaging, or packaging that provides a sense of touch. Decorative foil effectively embellishes
product packages that require strong shelf- appeal, such as luxury gifts, wine labels, cosmetics and personal care goods. For such products, it can be the difference between fading into the retail shelf crowd or truly demanding customers’ attention as they walk through the store. The best foil manufacturers ensure their
products make a connection with consumers by assembling trend boards, or scrapbooks inspired by the latest fashions. An example of this is the Bois 1920 fragrance box (top right), which features the
extreme matte gold finish of API’s ‘Graceful’ trend. The gold finish gives the Bois 1920 box a luxurious sensory impact, with the foil and embossing working together both visually and tactilely for its many customers. The first point of contact a customer has
with any product has always been the packaging, making its use of labelling a pivotal factor in how it is perceived. Now, though, continuing advances in foil packaging are providing brands with dazzling new solutions that take foil packaging to a new level, attracting new customers and reassuring existing ones in ways that were inconceivable before. For many brands, the best solution for applying metallic finishes to labels or packaging is cold foiling. The standard printing methods of cold foiling make it a quick and cost-effective alternative to traditional hot foiling. The latest cold foils offer exceptionally fine detail down to three point font size, can cover large solid areas, and lend high quality gloss effects to text and graphics. Designed to be over- printable, they offer packaging designers and printers unlimited combinations of metallic colours and effects.
COMBINING FLEXO AND DIGITAL PRINT Separately, foils also add greater impact to packaging and labels produced on narrow web label presses and digital print bar systems. By combining flexographic and digital print with foils, designers can deliver innovative new visual screen and tactile effects, and add premium high-end finishes to packaging labels across the spectrum of market categories. Some brands can be discouraged by the
extra cost involved, but if it’s done well, the money is more than regained through sales. The Foil and Specialty Effects Association (FSEA) study ‘An Initial Study into the Impact of High-Visibility Enhancements on Shelf Presence’ finds that there are clear advantages to foil stamping “in terms of attracting attention faster and retaining attention on packaging longer than identical packages without foil stamping”. It concludes that “foil stamping increases sales”. Hot foil stamping is nothing new. It dates
back to the 19th century, when it was mainly used for leather and paper book
30 December/January 2017
www.convertermag.co.uk
covers. As time passed, hot foils were also applied to other surfaces, such as plastics and packaging, and this evolution led to the development of cold foiling, a cost-effective alternative technique for in-line processes. But the latest technological developments mean that, as we move into 2017, foil stamping delivers results like never before. The availability of metal alloys, heavy embossing and laser cuts, in combination with tactile effects and layering, allows packaging designers to create ever more advanced pack solutions. The latest inks, too, offer a raised finish, and – combined with laminates, foils and substrates – can provide the kind of luxurious effect that was unattainable until recently. Demonstrating real value and quality
starts with a product’s packaging. When integrated into the design by a multi- disciplinary team, foils help the pack and label represent the product inside, making it more likely to generate consumer interest and appeal among its target markets. Truly, there has never been a better time to incorporate foil into luxury packaging.
www.apigroup.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40
