As consumers, we tend to equate certain design elements and surfaces in packaging with quality product. Embossed foil stamping, gorgeous substrates, and high-end materials have proven appeal in crowded retail environments. Basically, packaging that seems expensive often equates to higher quality and price expectations from consumers.
Then again, maybe it goes deeper. Surfaces that shine arouse a natural emotional response. Shiny stimuli trigger the limbic area of the brain, which controls our moods and motivation.
We seem to have instinctual programming to prefer shiny objects to more lackluster counterparts. In Shiny Objects Marketing, David A. LaBonte cites a study in which researchers showed volunteers an identical picture of water depicted on four different surface finishes: matte, glossy, sandy and sparkling. The water depicted on a sparkling finish was selected as the best in terms of quality, with the glossy coming in second.
On a more mystical level, perhaps it’s because shiny objects reflect light and can even appear to emanate light, like the sun. In some cultures, reflective objects have even been considered magical because they capture our likenesses.
It depends. Glitz alone won’t deliver without market strategy and brand objectives. To succeed, packaging should provide visual cues that associate it with its market category, provide clear communication, and reinforce brand impressions, but above all it must stand apart from the competition.
That all said, if you understand the ground rules, don’t be afraid to break some. When it comes to brand differentiation, there is great value in the unexpected. Because consumers cannot process the huge number of messages they are bombarded with, choosing an uncharacteristic decorative effect to set your brand apart within its product category can be surprisingly effective. An unexpected metallic effect can make a bold statement.
For many designers, specifying and designing with metallic effects can be intimidating. This Guide to Designing With Metallic Effects provides information to help empower creatives with logistical considerations as well as inspiration while encouraging open collaboration with printers about all of the exciting possibilities.
If you are ready to make a truly provocative statement, ITW Foils custom holography team is here to assist you with the ability to rapidly produce custom holographic imagery that registers to your artwork—imbuing it with striking and impactful dimensionality. High quality proofs that simulate finished product with overlays on real holographic substrate take the guesswork out of the process and ensure brand consistency with predictably stunning results. With ITW Foils’ simple, quick and accurate proofing system, designers have greater creative latitude and brand-owners have tools for concept proof and focus group testing.
So go ahead and fearlessly use foils, films and foil paperboards for some natural advantage in that retail jungle.