Making a Statement

Suppliers confirm metallic inks' popularity is primarily due to their retail appeal. "The driving factor is that more customers like the classy high-luster look of a gold or a silver," says Don Duncan, director of research, Wikoff Color Corp. "The package's message—the look and image of the package, not just the text—must be consistent with the customer's idea of what is most appropriate for the product. Sometimes a fluorescent orange is just right. But more often, a gold or silver is the desired look."