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

For many printers, the question is not whether to incorporate a specialty substrate, but which one?

by Kate Tomlinson, Assistant Editor

AS THE POPULARITY of packages incorporating metallized film, foil, and holography continues to rise, the "shiny look" is becoming almost commonplace on store shelves. So how are each of these substrates carving out individual uniquenesses?

Metallized film has recently figured prominently in new flexible packaging constructions, including StarKist Tuna's recently released alternative to the alumimun can, the Flavor Fresh Pouch™ retort pouch. Foil is finding a new niche as a softer, subtler attention-getter on packages for products such as cosmetics, which may require an upscale look without a harsh shine. Holography suppliers continue making strides in sharpening color and developing new patterns, while educating printers on recent improvements in the user-friendliness of these materials.

Metallized films: Standing out

Retort packages (foil-laminated pouches designed to transfer heat) and stand-up pouches are currently hot markets for polyester films—and incorporating a metallized polyester, as in the Starkist Tuna retort pouch, can help make it an even bigger seller.

"Retort packages are great sellers right now because of the simple convenience they offer," says Bob Finke, sales and marketing manager at Mitsubishi Polyester Films. "Products like tuna fish are sanitized, cooked, and packed in individual servings. We hope these new pouches will take a substantial part of the current can market."

Metallized films will also help showcase the latest polypropylene film technology developments. Scott Cooper, manager of polypropylene technical service and product development at ATOFINA Petrochemicals, says metallocene catalysts allow for the production of polypropylene films that are cleaner and contain improved incorporation of ethylene, which can lower the substrate's melting point and aid in heat seal and bonding applications.

These films will offer better metal adhesion and barrier properties, and increased stiffness. "A stiffer film may allow the printer to run the press at higher speeds, while the improved ethylene incorporation gives the product competitive toughness, tear strength, and optical properties," Cooper adds.

Metallized film is also helping to feed the growth of laminated paperboard constructions used in folding carton applications such as toothpaste and beer.

According to Finke, recycled paperboard laminated to a reverse-printed, metallized polyester film is a cost-effective alternative to printing directly on clay-coated paperboard. If "all the variables" are perfected, Finke says the laminate construction will provide better printed graphics and more gloss.

Steve Smith, senior vice president of sales and marketing at Hazen Paper, also sees the use of metallized and reflective surfaces jumping to the forefront in folding carton packaging. "Metallic silvers are reflective and uniform, which has its advantages in many packaging situations. And for all practical purposes, film is unbreakable. While the substrate [it is laminated onto] can break, film usually holds its integrity."

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.

The subtle approach has taken packaging that may have formerly incorporated flashier materials to new levels of sophistication. Smith elaborates, "Many cosmetics companies go for foil's look because where film is shiny, foil can offer a more subtle finish, and liquor companies like the soft sophistication it can add to a box of fine scotch, without the higher cost of metallized or holographic films."

Holograms: Bright outlook

Suppliers continue to make holograms more user-friendly and accessible to package printers, but perceived process challenges still make some printers hesitant to put them to work. According to Phil Maniscalco, sales manager at ITW Holographic and Specialty Products, more and more consumer product companies are incorporating metallized or holographic substrates as an integral part of their packaging. "Consumer household products (such as Lysol and Simple Green) are where I continue to see strong demand," he says. Maniscalco also notes growing demand for diffractive heat-shrink packaging and says consumers will begin seeing it on the shelf within six months.

"Major companies like Schick, Coca-Cola, and Anheuser-Busch have used holograms in recent packages and promotional programs," reports Marty Kelem, marketing manager at Spectratek Technologies. "They [packages using holograms] have an unparalled allure and because of the need to pick up a hologram to get the full effect, they almost always deliver success."

So what is keeping more printers from dabbling in holographic jobs? Kelem believes one of the barriers often associated with holograms is the appearance of shim lines, pattern breaks, and seams. He contends these lines are almost a thing of the past. "Without shim lines, most of these products can be printed without extensive registration, which results in less waste," he adds.

Maniscalco believes converters see a barrier within the printing process itself. Often, a product's package design or use of holographic or metallized materials is only as successful as the supplier's ability to support the effort. "I believe many printers shy away from these products because they are afraid they will spend a lot of time and money developing a project, but after purchasing the materials they will get stuck and not know where to turn for assistance," Maniscalco says. "After-the-sale support could be the difference between a project's success or failure," he concludes.