Let It Shine

If a consumer product doesn't leap off the shelf with its graphic appeal, it might just be there awhile.

by Tom Polischuk

THE BATTLE FOR the consumers' buck is fought on many fronts, but usually a consumer product company's (CPC) last shot is taken at the store shelf. All those advertising dollars might not mean much if a competitor is able to get a potential buyer to pick up its product just because of its attention-getting graphics and packaging.

CPCs are well aware of this and that's why you see such attractive packaging just about everywhere on the store shelves. At the forefront of these innovative graphic and packaging designs, is the contribution being made by foils and holographic substrates. These materials are providing the eye-catching shelf appeal that is so critical for point-of-purchase decisions.

New foils and holographic substrates

API Foils (Lenexa, Kan.) has released its cold foiling process, called API dieLESS® Thru-Carrier technology. Jennifer Hoyt, marketing manager for API Foils, says that this technology will allow flexographic printers of labels, flexible packaging, or folding cartons to apply foil in-line with minimal capital investment. It involves the application of a specially-formulated adhesive onto a substrate to allow the application of foil without the need for traditional stamping dies.

Another company whose foils can be used in a variety of cold-foiling applications is Kurz (Charlotte, N.C.). According to Sam McElree, sales manager for Kurz Graphic Foils, the company offers its Light Line™ products in a variety of adhesive systems to cover a range of application parameters. Kurz has recently added six new patterns to its Light Line product line. They include holographic 3D elements, geometric designs, and rainbow color effects.

HoloWebs, LLC (San Diego, Calif.) has a full complement of holographic BOPP products in 20-, 30-, and 50-micron thicknesses. The company will soon release 15-, 23-, and and 50-micron PET substrates. "With the addition of the thinner PET materials and our 20-micron BOPP, we are looking to move into more flexible packaging and rigid packaging applications," says Detlef Sarbok, VP business development. "We feel the opportunity in the packaging market is increasing as prices become lower and more acceptable."

Hazen Paper Company (Holyoke, Mass.) is manufacturing holographic blister board for face-seal carded packaging applications. Hazen uses its Ultracure® coating to allow consistent printing without compromising the package seal. For applications not requiring a prismatic effect, it offers silver metalized foil.

Spectratek Technologies (Los Angeles, Calif.) has introduced several new products this past year, including the SpectraSteel Decorative Film line, which includes Diamond Deckplate, Galvanized, and Brushed Aluminum surfaces. Marketing Manager Marty Kelem is sold on the importance of foils and holographic materials. "If the brand managers of any consumer products are not considering using holographic or decorative packaging materials, then they will find themselves playing catch up for the coming years," he predicts.

Crown Roll Leaf (Paterson, N.J.) has added holographic Scratch-Off Foil to its product line up. This foil can be applied with standard hot stamping equipment, and can provide product authentication, security, and durability.

PROMA Technologies (Franklin, Mass.) reports an interesting application from one of its customers, Honolulu Fish Company. It ships its fresh fish in a custom-designed holographic corrugated container using PROMA's HoloPRISM holographic paper as a substrate.

Foils such as these shown from ITW Foilmark add strong shelf appeal to a variety of products.

API dieLESS Thru-Carrier foil is available in metallic or holographic finishes for cold-foiling applications.