12.01.10
For Nioxin, Technigraph standardized its metallic copper color using custom ink formulations. |
Even simple packages can be transformed into works of art through creative use of decoration.
Last month, fragrance brand Bond No. 9 released its Washington Square fragrance, inspired by the New York City neighborhood with the same name. Utilizing the brand’s signature star-shaped bottle, the fragrance was differentiated from previous launches through decoration.
The Washington Square bottle (glass cap and bottle supplied by Bormioli Luigi) displays a contemporary vision of the neighborhood, depicting its famed arch and park-goers in the foreground. The detailed, photo-negative image is rendered in filmy, faded blue to recall the muted tones found in antique daguerreotypes.
Although Bond No. 9 starts with an innovatively shaped container as its canvas, even simple forms can be transformed into works of art through creative use of decoration. Thanks to multiple technologies, today’s brand marketers are offered many ways to differentiate packages on shelf.
“Whether it’s a very detailed graphic on a label, or perhaps a stock bottle that is spray-coated and then screen printed and roll stamped, people are realizing the power of decorating. You truly can take a pretty standard container and make an outstanding package just by using a little creativity,” says Rebecca Holland, marketing director for Kaufman Container Company.
Say It With Color
Decorating strategy starts with color. “Determining a color palette is one of the first and most important steps in the design process,” says Sean Brosmith, Maesa’s chief creative officer.
“Color can help set the tone of a package with regard to how you want to position your particular product,” agrees Ed Pelenghian, president of Cosmetic Industries, Inc.
The importance of color is undisputed, but what color to use is not as clear-cut. Color trends in beauty packaging often follow fashion trends, says Fran Cardiff, vice president of sales for Axilone USA. “What’s hot for the upcoming season on the fashion runway will ultimately translate to packaging and products.”
So what is the hot color for this year’s beauty packages? Just like in fashion, the answer isn’t absolute. Responses from experts ranged from black and silver, to bright blue and red, to gold and amber. This relativity is likely due to another phenomenon in package design.
Because every brand has its own targeted demographic and message, experts have a hard time nailing down specific colors that are trending across the entire industry. Instead, most find the market is segmented based on the audience a particular brand is trying to reach.
Individual product lines choose colors that fit their brand and consumer instead of utilizing a color that is ‘in’, says Holland. “That being said, we commonly see familiar color schemes for specific target markets. For example, the sustainability movement is driving a lot more neutrals—greens, browns, tans—for a more earthy appearance. We see many products targeting men in either black, gray or brown tones, and those appealing to the youth or ‘tween’ markets in more vibrant, eye-catching tones.
“Earth tones and soft colors seem to be driving the mature market, while vibrant colors such as neon and fluorescents are driving the younger market,” confirms John Schofield, co-owner of Screen/Sprayetech.
In today’s economic times, strategically decorating with color is one way to control costs without sacrificing visual appeal. More brands at all price points incorporate various colors and effects, says Sebastien Belinguier, global sales director, Uni President Glass. “In times where investment for new designs are becoming more and more difficult, using colors allows our customers to do flankers on previously launched bottles at a very limited cost,” he adds.
To meet growing demand for complex prints, Uni President Glass has recently implemented sublimation decoration capabilities. The technique “adds printing capabilities on more complex bottles, compared to paper transfer,” says Belinguier.
For other brands, labeling is one way to add eye-catching color and complex graphics. As Holland explains, “customers turn to labels when they really want to do a lot more with colors. There are simply more capabilities for color when using labels, including varying gradients and more vibrant options to choose from.”
And for color on glass, Schofield of Screen/Sprayetech sees “spray color and spray color effects” as providing “enormous counter appeal.”
Material Magic
When it comes to using materials to decorate packages, it appears marketers have tried it all. Maesa, for example, says it has “used a huge variety of materials and techniques in the past,” listing such diverse items as ribbons, feathers, crystals and beads.
While Belinguier also reports regular use of crystals in decoration, another materials trend is far more widespread. Metal and metallization continue to play a huge role in beauty packaging decoration, say experts.
“Metal and metallized accents are definitely a hot trend—certainly with fragrance—but also in the treatment/skin care category. Traditional bright silver and gold [are used], but also metallized colors. We have been getting a lot of inquiries lately for projects with metallic accents,” says Brooks Markert, executive vice president, C+N Packaging, Inc.
“In both fragrance and color cosmetic packaging components, metal or metallized plastic materials are becoming more and more popular,” says Cardiff.
Metal and metal-look accents come in many shapes and forms. Maesa, for example, has used cast metal parts instead of metallized or plated parts. The Mary J. Blige fragrance cap demonstrates this look, says Brosmith.
In the cosmetic segment, Axilone USA worked with Coach on its Signature lipstick. The lipstick containers incorporate the use of metal plaques with the trademark Coach logo to increase brand recognition and luxury appeal. To decorate the body of the aluminum case, Axilone utilized a secondary decorating process called double anodization. The container was first anodized in shiny silver, logos were then screen printed, and the container was anodized a second time in matte silver. A wash completed the process to reveal the decoration. “The use of decorating techniques such as double anodization can enhance the artistic appeal of a package without a major tooling investment,” Cardiff adds.
Metallization Decorating Techniques
There are many ways to create metallic looks on plastics, glass or other media. Vacuum metallizing, which essentially bonds an aluminum coating under vacuum, is one of these decorating techniques.
Although this process has been around awhile, it has seen recent improvements. Canada-based Vacuum Metallizing, Ltd., enhanced its capabilities three years ago. As Linda Hunt, sales and operations manager, explains, “There was one point in time where we would not vacuum metallize PETE because the coating would flake off. We launched a coating that works with PETE now, where the coatings stretch with the bottle.”
Spray chrome technology is another technique, currently being explored by Maesa. “We are just now experimenting with these spray techniques, and I see it becoming much more prevalent. We can now spray chrome on glass—such as the Mary J. Blige roller ball—and even do fades or masking. It really opens up a lot of possibilities,” says Brosmith.
The use of foil stamping, metallic ink, or metallic-look labels can provide metallic accent looks. Victoria’s Secret Bombshell Body Mist is one such example. The brand worked with VPI to create a custom molded PET bottle that was graduated-sprayed. Finishing the look is a recessed VS medallion, made of stamped aluminum, which simulates a metal plaque.
Pelenghian of Cosmetic Industries, Inc., a company heavily involved in the nail polish segment, says he sees many brands pair aluminum caps with silver, screen-printed ink on the bottles. “The contrast lets the logo pop whether it is a dark or a light color,” he says.
Using metallic ink can be a technical challenge, which is why choosing qualified suppliers is critical.
“Customers who are interested in using metallic inks in their packaging should be aware that unless expertly controlled during application, metallic inks can result in color variances from bottle to bottle,” says Marny Bielefeldt, marketing manager for Alpha Packaging’s Technigraph division.
For hair care line Nioxin, Technigraph standardized a metallic copper color using custom ink formulations for different materials and container colors. The company ensured that all inks on the containers fall within brand-approved tolerances by completing inline electronic tests.
“Metallic accents give products a high-end look, even when they are used sparsely,” says Bielefeldt. To meet ongoing customer needs for metallic ink, Alpha’s Technigraph division has launched SuperSilver UV ink, a screen ink that is directly printed onto bottles, jars, tubes and closures.
In another response to consumer demand for metallized accents, Kaufman Container has announced the purchase of new equipment to offer roll stamping, in addition to existing hot stamping capabilities. “The metallic foil look was paramount to one of our customer’s end looks and it fell in line with emerging trends we saw for additional customers as well,” states Holland.
C+N Packaging has also ramped up capabilities to meet the trend toward metallized accents, offering a technique to metallize plastics. “We have been getting a lot of inquiries lately for projects with metallic accents. C+N Packaging’s in-line UV metallizing system is in alignment with this trend,” says Markert. “Gold electroplating has become very expensive due to the skyrocketing price of gold over the past five years. UV metallizing is an affordable alternative and provides excellent durability and product resistance.”
Texture
Texture has also played an increasingly larger role in beauty packaging decoration.
Maesa’s Brosmith says, “Texture, like color palette, is determined as part of the initial design process. We use texture as a way to communicate a story or brand message. Making a package look like wood, for instance, can connote a feeling of natural.”
Texture can be added to packaging in several ways. One way to add texture to a package is to incorporate it into the actual container. “One trick is to add, in-mold, a texture on the bottle and screen or hot stamp on top of it. It feels like a raised print,” says Belinguier of Uni President Glass.
New to market is a crackle texture, touted by multiple suppliers. “This can come in any color and was used in [the fragrance] True Religion,” says Robert DeProspo, executive vice president sales and marketing, USS Corporation. The company can also texturize glass to make it feel like parchment.
Soft-touch finishes have also lent texture to packages, as have other textural elements. “We are noticing an increasing interest in soft touch coatings and raised decorations, which give a tactile appeal to a package,” says Cardiff, citing the MAC Monogram lipstick cover, with a raised logo, as an example.
Finally, Technigraph has developed two types of UV inks that can achieve textured effects on rigid packaging. This includes a water droplet process, which recreates the effect of beaded water droplets on the surface of a container.
In related news, Maesa has utilized techniques to decorate molded plastics to mimic photographed textures like stone and wood. “We have been pioneeringhydrographics and IMD film for many of our customers. It is challenging technically, but what these technologies offer in terms of possibilities for our customers is well worth the technological difficulties,” says Brosmith.
What is driving all of these different techniques? “I think the bottom line is people are trying to be creative when it comes to their packages,” explains Holland. “Touch is a major sense and by utilizing different textures, you can appeal to the right target audience.”
