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Go big or go home: Bold and bright finishes are bang on trend

Richard Burhouse, commercial director at API, highlights some of the current market trends in the film and foil industry that are helping brands add value to their packaging offerings

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ilms, foils andlaminates continue toad theydeliver forbrands.Tight reg

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A key recent trend is the use of holographic and highly-visual optical packaging solutions that act as an integral part of the product’s pack design. Across the food, drinks, personal care and beauty sectors, these solutions are adding an extra dimension to brands. Brand and categorymanagers are becoming ever-more sophisticated in their approach tomarket segmentation. Holographic and diffractive patterns – for the luxury effects, increased customer perception and the premiumimpact they deliver – are central to this. API’s recently-launched Holonique Boutique service provides brands with specialised knowledge about the use of holography and 3D designs. It also identifies relevant trends as part of delivering the very best result for every customer’s pack.

Manufacturers are now using a range of novel visual effects to create exciting and engaging holographic designs thatmake products distinctive, communicate brand values and attractmore consumer interest.While holography is wid goods, its eye-catching appeal and powerful securitymakes

alongside traditional print on a pack, the bright colours and dynamicmovement of a hologramcreate the kind of depth and dimension with which consumers love to interact. By providing a holographic interplay with print and helping brand owners to visualise their potential, brand enhancement products ensure that packagingmeets the latest in design needs and delivers that extra dimension to customers.

Whether used as an integral part of seasonal or promotional packs, or simply for in-store impact throughout the year, holography offers creative designers unprecedented scope. What’smore, by delivering first-class effects – fromsubtle sophistication to dynamic, kinetic movement – it is helping to position products ahead of their competitors.




y, environmental concerns play a fundamental role in product development. Fo example, in response to customer demand, API recently ensured its OneBoard product was FSC-certified. The OneBoard features fast-track processing that delivers finished laminated-or-coated products on an environmentally-approved board base – typically within days of order. Increasingly,


to understand their indiv therefore important to th


it ideal formany brands. Used ely used simply to protect

before. This enables packaging designers to create an array of dazzlingmetallic colours and screen effects, including multi-colours and half tones, which add real depth and sophistication to labels. The demand for high-end luxury

finishes to packaging is set to continue. Far froma passing trend, the practice of harnessing the sensory impact of films and foils is the new normal of luxury packaging – an essential asmore and more brand owners seek to convey their values through packaging that acts as a ‘second skin’. The use of optical effects, holographics, bold and bright colours, tactile finishes andmetallic finishes that interact with the latest print technologies is growing. This demonstrates how premium laminates and coating techniques are driving innovation and becoming truly relevant to brand packaging.

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growing trend.This is allowingdesigners totunepackagingmorepreciselyto brand’sneeds, leadinad g togreat

addvalue topackagingwiththe impac ationof lenses andopticalpatterns isone ag

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y, there is also pressure to reduce lead-times, especially where the packaging supply chain has adopted a ‘just-in-time’ attitude, or relies heavily on specificmaterials. It is e company to invest in service, working closely with its customers idual requirements and forecast any future needs.

Similarly, the latest product developments demand thatmanufacturers work to an exceptionally high tolerance, particularly where print registration is required. A range of finishes is also important as brand owners seek effects that represent their brand values and lend their packaging unique visual impact.


Amajor factor in the growth of foils and films has been the d application technology that – along with the greater function materials – allowsmaterials to be placedmore accurately, qu

y, 26 September 2016

ickly and eficiently than ever ality now available frombase evelopment of new

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