In the competitive world of retail, your product needs to stand out from the other products on the shelf to draw customers in. It needs to have something that makes it truly special and worthy of receiving the attention of shoppers. However, to really differentiate itself on the shelf, it is important to choose a packaging design that not only stands out, but also gives the right impression of the product. Consider a packaging design that tells potential customers that whatever is inside, it will provide the right balance of quality and value. Striking the right balance will not just capture the attention of potential customers but will entice them to take it one step further and buy your product. Not only can the right packaging result in sales coming through right from day one but you will also be in a better position to sell your product in leading retail stores and other prime locations.
As a litho label and top sheet printer, we provide our clients different options with specialized coatings and finishes to enhance their shelf appeal. These options can visually differentiate one box from the others on the shelf to help capture the attention of shoppers. The specialty coating & finishing options that I recommend to my clients are Strike Thru, glitters, soft touch, and foil stamping. The Strike Thru technique, also referred to as contrast, can be achieved by running UV / Aqueous (AQ) coating & varnish which is primarily used when you are looking to have a specific image to stand out or pop off the sheet. In order to achieve this look, HP has developed a unique process through hundreds of hours of research and development. The end result offers an area of the sheet that will be matte and the remaining images to stand out with a gloss coating, providing that the ‘pop’. The main difference between running UV or AQ is the contrast between the background (matte) and the image (gloss) which clients can expect the contrast in gloss levels to be close to 70-80 points with UV coating and 30 points with AQ coating. Pricing will be the determining factor between these two with the UV option being close to 2 times more expensive than Aqueous.
A second option we offer clients is a UV glitter coating. As the name describes, the sheet will have a sparkly glitter over the entire sheet or a spot area depending on the desired effect. UV glitter coatings come in a range of different colors and particle sizes and is mixed into a UV gloss coating. We are able to mix one or multiple glitters together into one coating depending on what our clients’ expectations. Since UV coating cures instantly, there is no concern with the glitter flaking off as the sheet makes its way through the different machines in a manufacturing facility.
Soft touch coating or film lamination creates a soft feel and increases the tactile appeal to the finished box. Both provide a flat (matte) finish but the coating is more susceptible to scuffing and will show more with darker inks. The soft feel film lamination will be the more durable option of the two. Given the durability of film lamination, the cost is more than double the aqueous coating option.
Foil stamping is a post press option for clients looking for a metallic, holographic, or scratch off effect. This is done through a hot foil stamp that is typically applied on spot areas of the sheet. This process adds greater brand perception of higher value and quality as well as giving the box a distinctive, eye catching appeal. While this is an attractive option, it may be cost prohibitive for many projects.
If you are interested in learning more about these specialty coatings & finishes, please feel free to reach out to a Huston Patterson Client Service Manager, including myself – Kevin Collins.
For more tips from the Real People of HP, explore our additional blogs and videos, or contact us directly at Huston Patterson.
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