The Sense Of Touch
According to A.R.E. | POPAI, when a consumer touches the package on the shelf, it increases the likelihood of sale by 50 percent. By enhancing the package with simple coatings that provide a textured effect, the odds of that package going in the shopping cart only increase.
- Texture or reticulation coatings: When applied, reticulation coatings give an “orange peel” texture to a print surface. This process can be used as a cost saving alternative to textured embossing. There are a number of ways to produce this effect, but the least costly is by using a two part “strikethrough” system on an offset press.
In the litho station, an overprint varnish (OPV) is printed, but not cured. In the coating station, a UV coating is applied. In the areas where it touches ink or paper, it cures to a nice glossy finish. Everything then goes through the UV lamps and is cured. In the areas where it touches the litho applied OPV, it reticulates to form the embossed like stippled texture.
The more of the litho coating applied in this process, the more pronounced the effect. For best results, an increase of 25 percent above normal thickness is recommended, as well as an anilox with a volume range of 8-10 bcm. For a printer with only one coating station available, there is a flexo coating that produces this effect. In order to feel it, a minimum anilox volume of 20 bcm is required - Raised image coating: Raised image or emboss coatings are high viscosity types designed to give a textured effect. These are typically applied in some kind of pattern, like water droplets on a leaf, pebbles on a beach or alligator skin (Figure 4). The key to getting this effect is to put a great deal of coating down. For flexo applications, a minimum anilox volume of 40 bcm is recommended
- Soft touch coatings: Soft touch haptic coatings are matte and provide a soft, leathery feel. Many printers use these to replace soft touch laminate films. For flexo applications, apply the coatings using a 12-14 bcm anilox coater. It is important to note the most commonly used soft touch option is not compatible with normal UV inks and coatings. So, it is very important to clean out equipment thoroughly before and after use. A special wash is also required. There are variations on the soft touch coatings which are more compatible with conventional UV chemistry. These have a slightly different feel, however, so it is important to experiment and find the right product for the application
- Sandy feel coatings: Sandy feel coatings are designed to give a rough, sandpaper like texture to the print. These come in a variety of gloss levels and textures—from fine to very coarse. The particles vary, so this needs to be taken into consideration when choosing an anilox roller. Typically, a minimum anilox volume of 25 bcm is recommended to apply the coating with a flexographic process
The Power Of Aroma
Humans react powerfully to aromas because they are linked to memories. That’s because aromas are processed in the same part of the brain—the limbic mode—where memory and impulses are processed (Figure 5). For example, one whiff of the smell of the wood from barbecue can immerse a person in memories far more intensely than seeing a photograph of that scene. These odor/memory links, known as the Proust Phenomenon, can be a very powerful tool to aid brand loyalty and to drive purchase behavior.
A product’s aroma can create anticipation and desire in the minds of consumers. If it smells good, they are confident it will taste good or perform well, and they are more likely to purchase it.
One solution involves printing a scented coating directly onto the package itself, which can be released by simply handling the product. This technology does not require scratching; just holding the product can release the desired scent.
The scented coating can be applied directly onto the primary packaging, including flexible packaging pouches. Since these pouches are tamper resistant, consumers cannot open them ahead of time to smell the product. But with microencapsulated scented coatings, flexible packaging pouches can compete with rigid options, such as plastic shampoo bottles.
The unusual structure of shampoo pouches would stand out on the shelf, but the invitation to sample the product’s aroma will demand attention, leading to the package being handled. When the consumer picks up and touches the package, the aroma is released immediately and the odds of purchase rise dramatically.
This type of scented flexible packaging can be used for shampoos, snacks, beverages, sports drinks, nuts, detergent, personal care products, alcoholic beverages, super fruits and more.
Custom and stock fragrances designed for specific products can help the consumer make a unique connection to the brand, enhance the taste experience, improve the shopping experience and most importantly, drive purchase. It is also important to note that the scented coating can be formulated to release scent at the shelf, or during opening and use. Olfaction packaging can therefore create a unique experience for consumers, build loyalty and set brands apart from competitors, while still maintaining consumer safety.
These coatings should be printed with a 10-14 bcm volume anilox in order to get enough down for proper effect.
Conclusion
Brand owners are faced with changing consumer habits and packaging only has three to seven seconds to make an impression on shoppers. A package needs to be more than simply glossy to grab attention; now it needs to be an interactive or sensory experience. Specialty coatings can add value to a finished package by providing a differentiating property to the printed product, if printers are willing to experiment with their equipment configurations.
About the Author: Helen Rallis has more than 20 years of expertise with flexible packaging coatings and currently works as a field product manager for coatings at Sun Chemical. To learn more about Sun Chemical’s SunInspire specialty coatings or SunScent aroma coatings, both of which embrace technologies discussed in this article, visit www.sunchemical.com/naicoatings or call 708-236-3798.