Brand new look with flawless finish
As packaging’s importance in making a brand stand out increases, Tom Kerchiss of RK Print Coat Instruments explains how the right equipment makes all the difference
The sparkle and shine of metallised papers, foils and holographic material is particularly popular for seasonal gift packaging. For mid and mass market products, holographic foils and micro embossing can produce very fine and complex patterns.
In the case of products with a perceived cache such as top end cosmetics there’s a relationship between lines and individual items that is shown through the use of readily identifiable colours and logos across all packaging formats. In these instances, iridescent attention grabbing images would be regarded as unsuitable.
Perhaps more than any other packaging product sector the brand owner, marketer and printer/converter are united in a desire to produce a consistent product. For the printer the objective is to turn out a flawless product. This is one product sector where ‘looks really do count.’
