CURSES, Foiled Again!

Werner adds, “As long as you work the foil decorating concept into the initial design phases of the project, both structural design and graphic design, the project can be successful.”

Carlson stresses the difference between foil treatments that are effective and those that are excessive. “Adding flashy or eye-catching graphic elements to retail packaging of POS has been around for a while. However, this can be easily overdone and become counterproductive, so there is a subtle balance between effective foil treatments and annoying foil treatments,” he says. He adds that determining first what warrants the use of foil on the packaging will help achieve the balance, while prioritizing the communication hierarchy on the packaging.