Eye Catching

What glimmers is gold

Brand owners know that adding hot foil stamping to packaging will elicit a second glance from consumers. “The primary reason to use expensive, shiny materials on a label or carton is to catch [people's eyes] and make potential customers want to take it home,” says Gerry Stanford, sales and marketing manager for DMS, Inc. “Cold foil and overprinted metallic substrates present a flat mirror-like surface. This surface reflects light back to the
potential customer’s eye from one and only one direction, often the floor.” The difference between hot stamping and other methods, he says, is that the impression created in the substrate and its foil-covered bent edges reflect light from various angles.