Labelling Solutions Luxury Label Solutions By Tom Kerchiss, chairman of RK Print Coat Instruments B
rands are volatile, they are not invincible; they can just as easily slip back as they can go forward. They depend not only on what is being offered but also on the brand owner, the marketer and the label and packaging converters ability to generate interest and encourage sales. Creating that memorable image, with colour and graphics that encapsulates the essence of the brand requires careful consideration.
Narrow and medium web width multi-processing platforms presses can be highly productive and are a good fit for niche or speciality products, including those little luxuries of life; that bottle of Scotch or something similar to uplift the spirit. Whatever the spirit being marketed, the one thing that they all have in common is that they come in glass bottles. Glass is non porous
and impermeable, so there is no interaction between glass and the liquid contained within. Bottles can incorporate a frosted fi nish; they may incorporate a clear no-label look, a favourite for vodka. Bottles, cap seals and neck adornments off er additional diff erentiation possibilities. Spirits may also be boxed for luxury gifting. Luxury goods are one area where designers can more or less give full reign to creativity. It is the responsibility of the converter to interpret that design, adding value and colour for optimum retail shelf stands out. UV flexo and coatings are an option, both being functional and aesthetically pleasing. There are many other decorative possibilities available, including metallic and pearlescent inks, holographic images and foils that certainly will grab the browsing consumers attention. Metallic inks certainly provide for optimum stand out. These inks incorporate alu-platelets, which effectively function as micro-mirrors. These alu-platelets simulate the flash and reflectivity typically associated with a vacuum metallised film.
Specially formulated dispersions such as metallic inks provide exceptional brilliance. Pearlescent inks also differentiate and will impart a red and green flickering effect. These inks differ from gold and silver metallic in that they make use of crystalline platelets, which due to their nature are selective in reflecting only part of the spectra. For this reason,
the effect can be quite unique. Characteristically, the flickering effect of a pearlescent is due to thin transparent platelets with a high refractive index. The layered structure of the pigments used creates a unique appearance due to light interference. This interference varies with the angle of viewing and of light illumination to produce the iridescence. Ink formulators can customise performance by employing various pigments in order to obtain a soft metallic (pearl) or an opaque effect. The addition of different transparent colorants enables formulators to modify standard colours.
Metallic and pearlescent inks as with any speciality ink have their place; they are ideal for gift product packaging or for luxury and self-indulgent treat items such as cosmetics, confectionery and items aimed at the younger generation or those who are young at heart. Even more so than with traditional inks, metallic and pearlescent require a watchful eye to ensure quality is maintained. For instance, excessive mixing and agitation degrades the desired shimmering and light scattering effect by breaking up the platelets and pearlescent particles. Viscosity can increase with time and needs to be monitored; also, as with other inks performance on press is subject to variables such as colour deviation and so forth. UV flexo, while a little more restrained than metallic inks can be effective. The high solids content of the inks means that UV inks provide for high gloss, good scuff and heat resistance as well as resistance to many chemicals. These properties make UV flexo ideal for items that might be subject to bumping and scuffing during processing or when on the accumulator line or during transport and delivery or when displayed on the retail shelf prior to purchase. Benchmark testing, peer group reviews together with better pre-press support has made implementing the UV curing of inks in the label and packaging production environment less troublesome than it was in the past. Improved power sources and reflector technology as well as developments in LED UV together with complimentary inks extend the process possibilities still further for curing in print and converting.
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April 2025
www.convertermag.com
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