Metallics are a great way to add oomph to packaging and differentiate products from others on the shelf. Using metallic effects also gives products a more luxurious appearance that lends sophistication to more expensive items. According to Beauty Packaging, metallics are becoming increasingly popular for brands. Customers are looking for metallic finishes on secondary packages and even in primary packaging, such as lipstick containers.
Metallics set brands apart
In an aisle of products that have a similar appearance, a golden or silver sheen can make a package stand out. Simply grabbing a consumer's eye by catching the light a certain way could be enough to win at the point of sale. In competitive markets, having an attractive and unique label is key to gaining shelf space in the first place.
According to an article in Practical Winery and Vineyard, distribution in the crowded wine market often relies on having a brand that will appeal to consumers. Stores don't want to waste shelf space on wine that has little hope of selling, especially if it's a product that's new to the market and doesn't yet have the brand awareness of competitors. As a result, label design can be imperative to success.
In an interview with the magazine, Jim Pfeiffer, owner of Turtle Run Winery, said distributors are well aware of the power of labeling.
"Both distributors and wine shop owners know that attractive labels are the first step in getting consumers to try a new wine," he said.
Using a metallic label created from Color-Logic, Pfeiffer was able to design a label he was happy with, which allowed the colorful turtle on the label to appear to pop out from the background. He believes the attractive metallic appearance will enable him to continue business growth.
Convey value with less cost
When a customer is deciding between two products, he or she will often pick the one that appears more valuable for the cost. As the color associated with coins and therefore wealth, silvers, golds and bronzes naturally convey value. This is especially important for companies that are trying to gain an edge in more high-end markets.
"Metallic substrates and metallic inks have always denoted quality and value," Mark Greeves, director of sales and marketing at Color-Logic, told Practical Winery and Vineyard.
Another benefit of contemporary packaging design processes is that companies can visually add value without adding significant cost to the packaging process. While a metallic appearance on packaging was traditionally accomplished using foils, this isn't always the case anymore. Design platforms like Color-Logic allow companies to achieve the appearance of metallic using a combination of CMYK inks in addition to white ink layers on metallic substrates. Companies don't have to change their current processes significantly to add metallic effects.
According to Beauty Packaging, the interest in metallics isn't likely to wane anytime soon, especially as more companies realize how easy it is to accomplish unique metallic appearances using relatively low cost means. When customers consult with packaging companies, they can find innovative and cost-effective options to grow their businesses through packaging.
