Aerosol Packaging

New Decorative Technologies Boost Aerosol Brands at Point of Sale

While package shape and material are important components of in-store advertising, new advancements in print technologies can significantly strengthen shelf appeal and brand loyalty. New print finishes add unique graphics, luster and dimension to packaging, giving brands the competitive edge at point-of-sale.

To help marketing and brand managers distinguish their aerosol brands, Crown Holdings, Inc. (NYSE: CCK) (Crown) has introduced several innovative print technologies such as its patented Relief Varnish, Color Change, and Soft Touch - that captivate the eye and increase product sales.

Relief Varnish is an innovative new technology that creates a reflective, 3-D effect, previously only achieved through the use of films and foils. By emanating light and motion, Relief Varnish gives packages a distinctive look and feel.

Relief Varnish can be applied over the entire surface of an aerosol package, creating a high-impact shimmer, or in distinct localities, enabling companies, for example, to accentuate their name or brand logos.

Having a block of inventory dressed with this Relief Varnish technology creates movement on the shelf as consumers walk the aisle. Sensing movement immediately attracts attention and supports closure at point-of-sale.

As an extremely high-impact finish, Relief Varnish helps create innovative, dynamic aerosol packages that accentuate brand and product positioning. With metal as a base, Relief Varnish plays on the substrate's inherent reflective properties and displays a particularly strong effect. Moreover, as it is difficult to replicate this print effect, Relief Varnish could help support a company's anti-counterfeiting initiatives.

Color Change, another next generation print finish, creates an irresistible effect that elevates brands to must-have status and thus propels sales. With this finish, a quick rotation of the package instantly transforms a brilliant green, for example, to a soft lilac.

The Color Change varnish contains a multitude of color pigments. The degree of color change varies with the amount of pigment used: the greater the amount of pigment, the stronger the effect. Changing the base coat also affects the outcome. The 'Lilac over Green' effect mentioned above, for instance, is achieved through the use of a black base coat. Another strong effect, 'Lilac over Pearl,' transforms a pearl color to lilac utilizing a silver base coat.

Soft Touch is an over varnish that creates a highly tactile and aesthetic effect for retail packaging, encouraging consumers to reach out, touch and examine products. This varnish produces a matte, paper-like finish and is applied over the entire package for maximum effect.

Soft Touch is a dual-purpose finish that provides both the protective attributes of a standard varnish and renders the soft, matte print effect.

When researching new print finishes, careful consideration must be given to how production may be affected. The novelty and applicability of the finish must be weighed against any print line complications, added expenses or potential efficiency losses.

Crown has developed an innovative way to maximize efficiency with existing equipment and keep expenses manageable for customers by using a press "fingerprinting" technique.

This technique is essentially an audit of the entire printing process, designed to uncover any quality or mechanical issues, water imbalances, or other inefficiencies. A series of test designs are run through the pre-press and printing press lines. These print samples are then measured for color and quality issues, including dot gain and loss, ink/water balances, and exposure levels. Based on their findings, Crown's technical experts make recommendations to improve the printing process. Through this " fingerprinting" process, Crown plants have a powerful method to control their lines for color and quality With 70 percent of buying decisions made at the retail shelf, consumer products companies are recognizing that the package is the product. Incorporating novelty print finishes like Relief Varnish, Color Change, and Soft Touch are a unique way to drive shelf impact and increase sales.