The purpose of investing in packaging design is to persuade purchase. But to buy something first must be taken with the hand. Would not it be a good idea to arouse interest in playing the packaging by adding a tactile element?
There is a great alternative quantity and varnishes that offer different sensations like velvet texture, the roughness of sandpaper, a shiny surface to a sticker, or the traditional cardboard.
To generate a subtle highlight on the label the champagne Ricordi used one stamp of micro relief. In this way it was possible to achieve an accurate recording of small details illustration inspired by the typical prints stamps.
With the traditional embossed labeling would have failed because the adhesive surface in contact with the bottle had dramatically decreased and peeling the label or to air bubbles generated.
The active inks are another great source of inspiration. It is that change color under the influence of external factors inks.
An example are the labels and cans of Coors Light where mountains with printed thermochromic inks change color when they reach the ideal temperature for consumption. Coca-Cola meanwhile also used this resource as interesting in their cans where, on the drawing of the vessel, two ice cubes appear.
There are also inks capable of changing the incident light and the varnish violet light is activated, there are fluorescent dyes or glowing phosphors that after exposure to a light source can continue to “lit” in the dark . Coca-Cola launched a can for Brazil 2014 world where colors when exposed to sunlight, “appear”.
An even more striking proposal is the use of electroluminescent inks , which shine by an electrical impulse. Ballentine’s pioneered its use when it launched in 2009 a black bottle with a printed graphic equalizer on your label by electroluminescent technology changed the rhythm of the music that was playing at the disco.
I think, therefore produce
Undoubtedly these projects were made possible by interdisciplinary work between creative and technical departments . Each can provide feedback to the other with ideas and advice.
It is essential to have a good source of technical resources, and the best thing to do is to consult with suppliers and work together to get the best results based on the technological possibilities available.
To ensure fluid dynamics work will avoid setbacks and delays in the production process is critical thinking how will the technical implementation from the beginning of the project.
As we have seen, we can think what would be the best way to tell the brand message through a clever choice of materials and finishes . Also, be aware of the launch of new inputs and technological advances in the printing industry.
Far from seeing print features a limitation, we can use them as opportunities to create something original and distinctive that, surely, will satisfy the brand owners, creatives and printers.
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