Glitter, pearlescent, fluorescent, thermochromic—even the names of specialty inks raise the specter of something exciting.

By Tom Polischuk

The one downside to this category of inks is cost. They are definitely more costly than traditional inks, partly because of the materials and technologies that make them special, and partly because they are—to varying degrees—custom formulations. So, although a brand manager’s heart and head might be in the clouds, his or her feet must be firmly planted on the ground.