A Choice to Make

A converter needs to be armed with the right information to be able to make an educated decision when it comes to metallized papers and films.

CONVERTERS HAVE AS tough a job choosing the right product as consumers do in a crowded supermarket. Converters have to go in, no-holds-barred, armed with all the information they can possibly find. With checkbooks in hand, and information abounding, printers can make the best possible choice for both themselves and their customers. packagePRINTING has gathered information from some of the top metallized paper and metallized film suppliers to compare and contrast the two substrates to help converters make the best choice.

Paper: The good and the bad

To be a good choice, there are several criteria a product has to meet—the three "Cs" of the industry. It has to be convenient, cheap, and offer several color options. Metallized paper stacks up well in these categories, according to Don Berger, director, prime papers, Fasson Roll North America. According to Berger, the benefits of metallized paper label materials to the consumer product companies (CPCs) include:

• Attention grabbing, metallic appearance that is ideal for highly appealing point-of-sale and promotional applications;

• Projects a high-end, quality image;

• Several color options (typically silver and gold);

• Other benefits include recyclability and, because papers are not an oil-based product, they are less subject to the rising costs of oil.

So CPCs will reap the benefits from the use of metallized paper, but what benefits will the converter see? According to Jim McGivern, sales manager, Graphic Packaging International, "Depending on the end use, metallized paper can provide advantages in printing, embossing, diecutting, and recyclability," he said.

"High-quality base paper with custom holographic images, has proven to be the substrate of choice in such challenging applications as entertainment packaging, TV Guide covers, high-end labels, and a variety of other products in which exceptional visibility is necessary to insure marketing success," said McGivern. Now compare that to metallized films, and it seems that metallized papers push ahead of the competition. Well … maybe.

"As with many substrate choices, there may be trade-offs between cost and efficiency. When choosing between metallized paper and metallized film, it's important to assess the cost of the material in conjunction with differences in the costs of converting the product, i.e., type of printing, coating, cutting, etc.," said McGivern. Price may be a favorable consideration when choosing metallized paper, but don't be fooled, there are also some disadvantages to paper.

"One disadvantage is the sharpness of the image as compared to film. The appearance, however, has been drastically improving during the last few years," McGivern said. "In using metallized papers, surface smoothness, opacity, wet strength, and curl become more critical factors [when compared to films]."

Show off your good side, films!

Metallic films have additional benefits to offer. "In addition to a metallic, visually exciting shelf presence and high-quality printed graphics, metallized films deliver a more consistent and durable barrier than foil and can provide long-lasting barriers to UV light, moisture, oxygen, chemicals, off-odors, aroma or flavor loss, grease, electromagnetic waves, and heat," said Bill Minnich, market manager, AET Films.

Metallized films and holography go hand-in-hand in the package-printing industry, which is a perfect fit when a CPC is trying to reach that ultimate goal of catching the consumer's eye. "Metallized label films also continue to be seen on store shelves, providing excellent shelf appeal. Last fall, Mountain Dew introduced a special promotional drink during Halloween, and Coke has also used a metallized label in applications such as C2," said Minnich.

Some of the challenges metallized film manufacturers are facing came about from requests directly from CPCs. "Metallized films provide barrier protection for products, ultimately helping consumer goods companies provide extended shelf life for the retail environment. Hybrid combinations of polymers are being developed to dramatically improve oxygen, water, and chemical barrier properties," said Minnich.

New and improved trends

Some package printing ideas and technologies have fallen by the wayside, but it looks to some that metallized papers and films are here to stay, and in fact, are growing at a steady pace.

"Tickets for last year's Democratic National Convention had an intricate custom holographic design that met the demand for limited authorized access. Steady growth is expected to continue for similar applications, " said McGivern.

by Megan Wolf

Assistant Editor