New PackAge is just around the corner
Packaging II: Innovative design, ease of use, protection against counterfeiting, alternative packaging materials, and an increasing level of refinement—that’s what the new era of packaging has to offer.
Packaging II Imaginative design, convenient handling, protection against counterfeiting, alternative packaging materials and an increasing degree of finishing: this is what the new age of packaging offers. Packaging protects the packaged goods from the environment (and vice versa), provides information about the contents, encourages purchases and ensures that the brand is recognized.
The new age of packaging poses further challenges:
- Convenient and ergonomic opening and reclosing of seals, even on packaging that was not previously used for this purpose;
- Finishing to protect against counterfeiting through forgery-proof packaging features, e.g. HiFi color systems (more than four printing colors), effect coatings (metallic, Iriodin, wrinkled skin), hidden control images, radio frequency identification (RFID), lenticular images (3D and wiggly images), holograms and marking substances (DNA, registered random patterns);
- Added value through reusability as a storage or drinking vessel;
- unusual contours with a reference to the contents or origin - although there are already Swiss classics as models here, e.g. the Zytglogge-shaped fruit brandy bottles or the Toblerone folding boxes, wrappers and bags in the shape of the Matterhorn;
- more environmentally friendly packaging materials with better recyclability or deposit circulation rates (which is often in contrast to the "individual packaging craze" for small goods);
- additional incentive to buy through competitions, fun articles and lifestyle objects.
These new functions require new packaging technology solutions. They are created in cooperation between advertising agencies, designers, printers and material and printing press suppliers. The agencies combine conspicuousness, brand, product line design and campaigns in packaging, displays, outdoor and TV advertising. The packaging designers and material specialists in the packaging printing plants check the technical feasibility of the ideas and adapt the packaging to the product shape and properties - taking into account resistance, strength and environmental standards as well as available technology.
Packaging printers are highly specializedPackaging printing in its various processes - sheetfed and narrow web offset, flexographic and gravure printing as well as screen printing as an offline finishing technology - impressively demonstrates the diversity of what printing companies are capable of. It is worth asking packaging printers about their specialties, and many an untapped treasure will be found for the creative minds. The innovations in the individual companies go their own way, new combinations of processes lead to exciting results. Printing press manufacturers are constantly creating new prerequisites, e.g. options in sheet-fed offset printing for printing on foils, composite materials and corrugated cardboard or the new type of finishing with cold-applied metal foil (OFT), which can even be transferred in screened form. Unlike commercial printers, packaging printers have particularly flexible, highly automated machine configurations and a wide range of inline finishing options.
Coating options in sheetfed offset have multiplied in recent years. Double coating configurations, otherwise used for UV gloss coating of conventional printing inks, have proven to be virtually predestined for effect pigment coatings. Effect primers and top coats on premium folding cartons are a new addition to the classic offline finishing steps of contour die-cutting, blind and hot foil stamping.
Matt-gloss contrast coatings are also attractive, for which hybrid machines are particularly suitable. They allow direct UV overcoating of hybrid inks, which can dry both oxidatively and under UV radiation. The gloss contrast is achieved with partially applied matt or granulating oil-based varnish and full-surface UV gloss varnish, which remains on the areas printed with oil-based varnish on the coating form. However, particularly thick varnish layers or contour and relief varnishes can only be applied offline and are usually a matter for specialist companies.
Label as a packaging featureCost savings vs. attractiveness, smaller pack sizes vs. high information requirements - the label as the ideal compromise is taking on a whole new significance in packaging printing. Today more than ever, the label is matched to the packaging material, e.g. in-mold labels that are overmolded on the surface of the packaging plastic. Transparent film labels convey the "no-label look" and are cheaper than a directly printed bottle. Tubular labels eliminate the need for glue and can even be shrunk to fit the shape of the container. Adhesive labels are color-matched to the solid-colored hollow packaging material so that the label and packaging material remain identical in color under different lighting conditions. RFID labels give the packaging IT interactivity. Multi-page labels for scrolling or rolling up replace more expensive folding boxes with leaflets. And the Australian company Mediaconcepts has developed this idea further in an amazing way: into patent-protected On Product Publishing, in which lifestyle mini-magazines on pet bottles are inserted behind the half-foldable label.
Dieter Kleeberg
The new age of packaging poses further challenges:
- Convenient and ergonomic opening and reclosing of seals, even on packaging that was not previously used for this purpose;
- Finishing to protect against counterfeiting through forgery-proof packaging features, e.g. HiFi color systems (more than four printing colors), effect coatings (metallic, Iriodin, wrinkled skin), hidden control images, radio frequency identification (RFID), lenticular images (3D and wiggly images), holograms and marking substances (DNA, registered random patterns);
- Added value through reusability as a storage or drinking vessel;
- unusual contours with a reference to the contents or origin - although there are already Swiss classics as models here, e.g. the Zytglogge-shaped fruit brandy bottles or the Toblerone folding boxes, wrappers and bags in the shape of the Matterhorn;
- more environmentally friendly packaging materials with better recyclability or deposit circulation rates (which is often in contrast to the "individual packaging craze" for small goods);
- additional incentive to buy through competitions, fun articles and lifestyle objects.
These new functions require new packaging technology solutions. They are created in cooperation between advertising agencies, designers, printers and material and printing press suppliers. The agencies combine conspicuousness, brand, product line design and campaigns in packaging, displays, outdoor and TV advertising. The packaging designers and material specialists in the packaging printing plants check the technical feasibility of the ideas and adapt the packaging to the product shape and properties - taking into account resistance, strength and environmental standards as well as available technology.
Packaging printers are highly specializedPackaging printing in its various processes - sheetfed and narrow web offset, flexographic and gravure printing as well as screen printing as an offline finishing technology - impressively demonstrates the diversity of what printing companies are capable of. It is worth asking packaging printers about their specialties, and many an untapped treasure will be found for the creative minds. The innovations in the individual companies go their own way, new combinations of processes lead to exciting results. Printing press manufacturers are constantly creating new prerequisites, e.g. options in sheet-fed offset printing for printing on foils, composite materials and corrugated cardboard or the new type of finishing with cold-applied metal foil (OFT), which can even be transferred in screened form. Unlike commercial printers, packaging printers have particularly flexible, highly automated machine configurations and a wide range of inline finishing options.
Coating options in sheetfed offset have multiplied in recent years. Double coating configurations, otherwise used for UV gloss coating of conventional printing inks, have proven to be virtually predestined for effect pigment coatings. Effect primers and top coats on premium folding cartons are a new addition to the classic offline finishing steps of contour die-cutting, blind and hot foil stamping.
Matt-gloss contrast coatings are also attractive, for which hybrid machines are particularly suitable. They allow direct UV overcoating of hybrid inks, which can dry both oxidatively and under UV radiation. The gloss contrast is achieved with partially applied matt or granulating oil-based varnish and full-surface UV gloss varnish, which remains on the areas printed with oil-based varnish on the coating form. However, particularly thick varnish layers or contour and relief varnishes can only be applied offline and are usually a matter for specialist companies.
Label as a packaging featureCost savings vs. attractiveness, smaller pack sizes vs. high information requirements - the label as the ideal compromise is taking on a whole new significance in packaging printing. Today more than ever, the label is matched to the packaging material, e.g. in-mold labels that are overmolded on the surface of the packaging plastic. Transparent film labels convey the "no-label look" and are cheaper than a directly printed bottle. Tubular labels eliminate the need for glue and can even be shrunk to fit the shape of the container. Adhesive labels are color-matched to the solid-colored hollow packaging material so that the label and packaging material remain identical in color under different lighting conditions. RFID labels give the packaging IT interactivity. Multi-page labels for scrolling or rolling up replace more expensive folding boxes with leaflets. And the Australian company Mediaconcepts has developed this idea further in an amazing way: into patent-protected On Product Publishing, in which lifestyle mini-magazines on pet bottles are inserted behind the half-foldable label.
Dieter Kleeberg
