Making packaging sexy
Iridescent, a multi-layered film that the company claims gives
designers a creative means of achieving dazzling multi-colour shelf
impact, without the use of additional inks or dyes. Packaging is
becoming increasingly important as a means of making products stand
out from the competition.
The film construction of Fasson Iridescent, an 18 µm translucent PET film, causes intense diffraction of light, so that it is separated into a full spectrum of colours. This varies according to the angle of observation.
Fasson Iridescent film's dominant reflection colours are red and green, which are visible at right angles to the substrate, on a black background. The concept has been designed to add visual impact to a wide range of decorative applications in a host of premium markets, including cosmetics, wines and spirits.
The company claims that the material is compatible with both solvent and water-based inks, and that Fasson Iridescent can be printed with flexo and gravure. The packaging material also offers excellent temperature and heat resistance.
The film is offered with the permanent adhesive Fasson S692N along with the BG50 white, supercalendered glassine paper release liner.
"The importance of shelf impact cannot be underestimated in determining a product's success in today's crowded retail shelf environment," said Stefan Peters, filmic reels product manager for Avery Dennison Roll Materials Europe. "Fasson Iridescent evokes visual excitement, enabling the packaging designer to explore new avenues of creativity, and broadens the possibilities of finding a unique packaging solution that stands out at the point of sale."
Tim Greenhalgh, managing creative director of UK-based design firm Fitch, is well aware of the need for food manufacturers to make their products stand out. He puts the challenges facing the food packaging industry in the context of a general change in consumer demand.
Greenhalgh identifies a major shift in the last 20 years towards packaging as the key brand communication tool, reflecting both the uses of the product and the aspirant values of the consumer. Fundamentally, he believes that packaging needs to reveal the inner truth of the product. To this end, it needs to be more informative and functional. The challenge, he says, is how to build charm into this.
Greenhalgh gives the example of a coffee serving being sold in an aluminium stir. The long packet is perforated at the end, and the consumer can apply as much or as little coffee as is required. "Brands like this that tell you something immediately about the product and are functional and have charm," he said.
