Steve Katz, Editor04.09.18
Seven seconds, they say, is all you have on a competitive retail shelf to grab and hold a consumer’s attention. Eight seconds is the minimum amount of time needed for a rodeo rider to stay on a bucking bull or bronco in order to score. In other words, it’s even harder to grab a shopper’s attention to sell a product based on packaging than it is to succeed as a professional bull rider.
While the above comparison is a bit silly, it underscores the point that it’s no easy task to set a product apart from others. On-shelf competition is as fierce as ever, whether you’re selling toothpaste, liquor and everything in between, so when it comes to product packaging, brand owners need any edge they can get. Using metallic inks on labels is a strategy that can help, giving a product the added “pop” it needs to beat that seven-second clock.
Historically, brand marketing departments, keen on the advantages inherent in switching up product looks and creating more SKUs, have been using metallic inks as another tool in their arsenal. However, using a “bling” effect is more commonplace than it’s ever been.
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While the above comparison is a bit silly, it underscores the point that it’s no easy task to set a product apart from others. On-shelf competition is as fierce as ever, whether you’re selling toothpaste, liquor and everything in between, so when it comes to product packaging, brand owners need any edge they can get. Using metallic inks on labels is a strategy that can help, giving a product the added “pop” it needs to beat that seven-second clock.
Historically, brand marketing departments, keen on the advantages inherent in switching up product looks and creating more SKUs, have been using metallic inks as another tool in their arsenal. However, using a “bling” effect is more commonplace than it’s ever been.
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