See Me, Feel Me

To give a different look and create a different tactile experience for the customer who picks up a package, Luke says, “Some customers reverse the paperboard, using the non-clay coated side as the exterior surface.” Mateo states that brand managers looking to boost their products’ eye appeal often will upgrade the category of paperboard they use to one that is smoother, whiter, brighter, and more printable. To reduce the overall package weight, customers also may eliminate internal fluting or reduce the basis weight of the stock. Another cost-saving measure is reflected in customer demand for printing on the inside of a carton to avoid using inserts.