Metal Closures

Customized Metal Closures Provide Cost-Effective Approach to Enhancing Brand Recognition and Increasing Sales

A Q&A with Thierry Lainez, Marketing & Communications Manager, CROWN Closures Europe

Modern closures are much more than barriers that protect product integrity; they are a viable way to brand products. From a marketing perspective, closures are a tremendously cost-effective vehicle for enhancing brand recognition. As today’s supermarket shelves become increasingly crowded, innovative and distinctively designed metal closures “break-the-landscape” and grab consumer attention. 

Thierry Lainez, Marketing & Communications Manager for CROWN Closures Europe, a subsidiary of Crown Holdings, Inc. (Crown), provides insight into how customized closures can enhance product appeal and increase brand recognition.

How does the use of color on closures influence consumers?

Using color is a simple yet cost-effective way for manufacturers to significantly enhance brand impact at point-of-sale. Unique, attractive and bold colors draw the eyes of consumers and heighten product recognition. Distinctive coloring differentiates brands from others on the shelf, and can clearly identify a ‘family’ of products. For example, using varying shades of a distinctive red on a line of salsa products can differentiate between levels of ‘hotness.’

Additionally, varying color hues can effectively convey and promote specific brand messages. Using “pearlescent” metallic hues for instance, can distinguish products as a luxury or specialized item.

What other decorative techniques can be used?

The use of graphic designs on closures is another technique that effectively “breaks-the-landscape” of retail shelves and tells a product’s story. Applying innovative sleek graphic designs to closures is an easy way to significantly enhance the look of a brand, without redesigning the entire package. Also, graphic designs quickly identify brands and their intended purpose to consumers. For example, a line of jam preserves can be distinguished from other products on a shelf by applying attractive ‘fruit’ graphics to their closures.

Studies show that 70% of purchasing choices are made at point-of-sale, so brightly colored and imaginative closures give a brand “pick-up-power.” A unique print design not only brands a product line, but helps to improve shelf positioning.  Typically, retailers give preference to packaging that looks appealing, so attractive closures are going to result in better shelf placement.

What about the role of safety in packaging design?

There is no doubt that safety sells. Security features that appeal to consumers are a great way to distinguish brands and increase sales. Value-added features like vacuum buttons, integrated plastic tamper evident bands, sleeving and paper tabs that protect product integrity and extend shelf life, can significantly impact consumer-buying habits. Highlighting these closure features on containers increases brand loyalty and repeat purchases. 

How can closures be used to communicate with consumers?

Closures provide an excellent conduit for conveying useful information to consumers at point-of-sale. Manufacturers can reduce labeling costs by using customized closures to provide information on product security, contents, opening instructions, storage conditions and ingredients. Graphics can be applied to both the tops and sides of closures, reinforcing brand equity and driving sales.

Also, closures can be used as cost-effective promotional devices. Compared to costly advertising campaigns, customized “promotional closures” can be used as powerful in-store marketing vehicles for specialized events or to attract increased seasonal sales. Closures provide multiple opportunities to attract consumer attention via promotional mediums such as peel-off coupons, temporary seasonal coloring and graphic design. For example, Christmas or Easter themes can quickly and easily be applied to leverage timely sales.

What steps need to be taken to implement the use of customized closure designs?

Experienced suppliers work closely with customers to create the ideal design that accomplishes marketing and productivity goals. Initial steps include selecting a closure style and diameter as well as establishing package contents and processing conditions. Since colors printed on metal differ in appearance than when applied to paper, suppliers should provide print layout drawings for proofing and metal should be approved in advance.  Customers should provide Pantone references for color matching, keeping in mind that colors are not always 100% reproducible on metal. In these cases, suppliers should advise how to achieve the best possible result.

Closure suppliers like Crown Holdings possess the technologies and capabilities necessary to efficiently create virtually any closure design to specification. Computerized color matching, in-house digital proofing and the latest metal decorating equipment are just some of the advantages Crown offers its customers. In addition, Crown provides access to field service engineers that monitor productivity during filling and capping, ensuring efficient, cost-effective conversions.

Do you have any parting wisdom for brand managers or specifiers who may be reading this article?

Today’s competitive marketplace requires brands to go the extra mile to convince consumers they are the best choice.  Customized closures provide a cost-effective way for brand owners to merchandise products at point-of-sale. By working with qualified vendors like Crown Holdings, brand managers can use high impact colors, unique graphics, and customized safety features on closures to enhance product appeal and provide consumers with the emotional satisfaction they seek. Being remarkably different is necessary to make brands easy to recognize.  

About Crown Holdings, Inc.
Crown Holdings, Inc., through its subsidiaries, is a leading supplier of packaging products to consumer marketing companies around the world. World headquarters are located in Philadelphia, Pennsylvania.

For more information, contact:

In the United States: Terry Zeik, VP, Sales, CROWN Closures Americas; Tel: 740-681-6521; Email: .

In Europe: Thierry Lainez, Marketing & Communications Manager, CROWN Closures Europe; Tel: +33 1 49 18 40 45; Email: .