Adhesive Applications
Prism is the answer P
risms are remarkable things. They reveal each individual constituent spectral colour of the invisible rainbows that combine to make visible light, taking something most of us take for granted and turning it into a technicolour light show. It might seem hard to recreate even a glimmer of that magic in packaging, but that was the challenge we faced at Filtrona Tapes when developing our holographic tape solution. It needed to be able to elevate a pack to something more than the sum of its parts, and be able to conceal things the brand owner may want to stay hidden. It had to be eye-catching like the colours of the rainbow. It had to find magic in something that many take for granted. When we succeeded in that
challenge, there was really only one thing we could call our holographic tape solution: Prism.
ALL THAT GLITTERS
It’s important to understand why we decided to create Prism, part of the Supastrip range of tear tapes. The root of the idea stemmed from listening to what converters, brands, and consumers want from packaging. Trends show there is an increased demand for holographic and metallised content around the world. Ultimately, this can be put down to the fact that humans like shiny things. This sounds almost too basic an explanation to be true, but humans
have been chasing all that glitters for thousands of years. A study published in 2018 theorised that this stems from a primal association between shiny objects and water sources. This love of glossy, gleaming objects means that we naturally associate materials that possess these qualities as high-end and premium.
That makes metallised and holographic materials a natural fit for luxury and masstige packaging, particularly in markets that demand high-impact visual designs, such as cosmetics and perfume.
This can be woven into product designs in a variety of creative ways, with the only limit
being the imagination of the designer. It can guide the consumers’ eye around certain parts of the pack, helping to assist with the unboxing or just providing a more memorable experience.
FIGHTING FAKES
However, holographic materials bring much more to the table than simple aesthetic benefits, as important as they are. There’s plenty of substance behind the style, too. That’s because holographic materials offer many security benefits that can be used to protect a brand’s image and deter counterfeiters. This is hugely important in today’s market, as some estimates indicate as many as 10% of all branded goods may be counterfeit. The global trade in fakes is now worth $600bn every year, dwarfing many legitimate industries and around 80% of consumers are estimated to have come into contact with fake goods, whether knowingly or not. For brands, this presents a problem. Counterfeiters have traditionally targeted luxury or masstige brands, allowing consumers to purchase what could pass as a high-end product for a fraction of the price. While it would be naïve to assume that all of these
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March 2024
www.convertermag.com
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