SHINY STEALS THE SHOW (A look at films, foils, and holograph

Foil: Softer sophistication

With metallized film popping up in many applications once belonging solely to foil, the latter substrate has gained strength by exploring new areas of differentiation. Hazen's Smith says the use of films and holographics in packaging is building its own market, as opposed to cannibalizing foils' market. "Holograms are always an attention-grabber and films are shiny or reflective. Foils carry the same advantages, but offer a more subtle look, and are easily embossed," he says.