The Answer’s in the Application

Creating packaging that drives consumers to ultimately purchase the product—whether on paper or film—is the challenge of any package printer. Promising to deliver the most attractive package to accomplish this objective is a proposition that converters take very seriously. And the trend toward smaller orders with less lead time makes this task even more difficult.

Michael Dillon, business manager for Graphic Packaging Laminations, comments, “This trend is due to a variety of factors: the growing popularity of metallized papers and films as a way to catch consumer attention; the number of smaller consumer products companies exploring these materials; and the increase in the frequency of promotions.”

The popularity of using metallized film and paper substrates continues to soar as competition for consumers’ attention intensifies. “As packaging and shelf appeal become more important and companies fight for market share, metallization seems to be the popular choice to attract the end user,” says Andrew Weitz, account executive with Anchor Printing (Bloomfield Hills, Mich.).

The converter’s decision to use metallized paper or film largely will be based on new technologies available and its packaging applications.

Metallized papers/films market

Weitz states that Anchor’s metallized business has grown 50 percent in five years. “Five years ago there weren’t many ways to get metallized films,” he says. “But now, most film suppliers are able to do metallization and many even have experts that concentrate on it.” He adds, “Purchasing metallized films and papers has become more common because companies are fighting for self appeal now more than ever. Future growth looks even better. We have also seen prices decrease in the past few years due to an increased number of global manufacturers.”

Avery-Dennison’s Chris Williams, product manager, specialty papers and Mike Welch, product manager, films, also predict more growth for metallized paper and film products, stating that consumer product companies are placing more emphasis on attracting customers through upscale, reflective packages that add perceived value to a product.

They also report a growing demand for metallized gold. “Although metallized silver products are the primary material of choice, the demand for metallized gold is beginning to grow.”

Film vs. paper: It all depends on the application

The merits of metallized films/papers are many, with each substrate being more suited to certain applications than the other.

According to Harris, films are a better choice for humid and wet environments and will last for the life of the product. “They will perform better on semi-rigid containers where flexing is needed to aid in dispensing the product contents,” he says. “For squeeze labels, metallized polyethylenes are needed for the wall-to-wall squeeze requirements.”

Welch adds, “Films are used in more durable applications where the label requires higher barrier properties to oxygen, light, or moisture. They can also provide improved scuff resistance since the metallized layer is typically located under the film.”

But it’s not only a film world when considering metallized substrates, and metallized paper is very viable.

“Metallized papers can provide the same attention-grabbing shelf appeal as films, but at a more economical price with less durability,” says Williams. “For many printers, a metallized paper will typically be easier to convert than film.”

He cites increased demand for metallized papers for wine and liquor applications as an example. “These markets are so saturated with brands on the store shelf that many times an eye-catching label is the final decision maker between a purchase and non-purchase by the consumer.”

Application needs and costs

Choosing between metallized films or papers will come down to how much you can spend to meet the needs of the application. According to Harris, brilliance, durability in the product life cycle, ease of printing, diecutting, and dispensing make metallized films a top choice for end users.

On the other hand, metallized papers can provide the same attention-grabbing shelf appeal as films but at a more economical price and can be easier to convert than film. Which substrate you decide to use will depend on your market, your budget, and the creativity of your design team. pP