02.03.15
Traditionally, packaging was developed and used for purely functional purposes, including the transport, storage and protection of everyday goods. Now we live in a different world where packaging drives sales, communication, advertising, branding, and product security.
Shoppers have changed as well. Today’s youngest adults, the Millennials, are digitally savvy shoppers who can use all types of technology and are constantly engaged with what retailers offer them. They especially want an “experiential buying” experience with packaging that appeals to the senses and really stands out.
Shelf appeal has long been at the heart of marketing campaigns and specialty coatings applied to a package can enhance a product’s appeal.
However, simple glossy coatings alone no longer add the differentiation needed to stand out on a shelf. Just walk down any store aisle (Figure 1) and try to fi nd the item you are looking to buy. They all seem to blend into one large kaleidoscope of attractive glossy packages.
To avoid this and differentiate the product, some items are being enhanced by adding a variety of special effects coatings to the packaging. Glitter, pearl or metallic coatings can be combined with contrasting matte and gloss effects to provide visual contrast, stimulation and differentiation.
Shoppers have changed as well. Today’s youngest adults, the Millennials, are digitally savvy shoppers who can use all types of technology and are constantly engaged with what retailers offer them. They especially want an “experiential buying” experience with packaging that appeals to the senses and really stands out.
Shelf appeal has long been at the heart of marketing campaigns and specialty coatings applied to a package can enhance a product’s appeal.
However, simple glossy coatings alone no longer add the differentiation needed to stand out on a shelf. Just walk down any store aisle (Figure 1) and try to fi nd the item you are looking to buy. They all seem to blend into one large kaleidoscope of attractive glossy packages.
To avoid this and differentiate the product, some items are being enhanced by adding a variety of special effects coatings to the packaging. Glitter, pearl or metallic coatings can be combined with contrasting matte and gloss effects to provide visual contrast, stimulation and differentiation.