Brandscape

In today’s highly competitive market, where products vie for attention on crowded shelves, the importance of packaging cannot be overstated. It serves as the first point of contact between a brand and its potential consumers, making a lasting impression that can significantly influence purchasing decisions. Within the realm of packaging design, specialist print finishes play a crucial role in elevating shelf presence, catching the eye of consumers and creating a lasting impact. In this article, we’ll explore the significance of specialist print finishes such as spot varnish, metallic inks, and lenticular stock materials, and how they contribute to the overall attractiveness of packaging.

The Power of Packaging Attraction
Consumers are naturally drawn to visually appealing products, and packaging serves as the initial gateway to creating this attraction. A study by Nielsen found that approximately 64% of consumers try a new product simply because the packaging caught their eye. As the competition on retail shelves continues to intensify, brands are increasingly turning to innovative and eye-catching packaging designs to stand out in the crowd.

Spot Varnish: Adding a Touch of Elegance
Spot varnish is a specialist print finish that involves applying a clear coating to specific areas of the packaging, creating a glossy and tactile effect. This technique not only adds an element of luxury but also draws attention to specific design elements or text. For example, a logo, product name, or an intricate pattern can be highlighted using spot varnish, creating a visually stunning contrast with the rest of the packaging.

The tactile and visual appeal of spot varnish can evoke a sense of premium quality, making the product feel more exclusive. Consumers are naturally attracted to products that exude a sense of sophistication, and spot varnish can be a powerful tool in achieving this.

Metallic Inks: Shimmering Brilliance on Shelves
Metallic inks introduce a touch of brilliance and shine to packaging, making it stand out from the predominantly matte landscape on store shelves. These inks contain metallic particles that reflect light, creating a dazzling effect that captures attention. Whether it’s a subtle metallic sheen or a bold metallic colour, this finish adds a dynamic and attention-grabbing element to the packaging.

The use of metallic inks is particularly effective for products aiming to convey a sense of innovation, modernity, or high-tech sophistication. Brands in the beauty, technology, and luxury sectors often leverage metallic inks to enhance the visual appeal of their products, creating a strong connection with consumers who associate these qualities with premium experiences.

Lenticular Stock Materials: Bringing Packaging to Life
Lenticular printing involves using special lenses to create the illusion of depth or motion on packaging. This technique allows for dynamic and interactive designs that capture and maintain consumer attention. Products featuring lenticular stock materials can showcase multiple images or change the visual perspective as the packaging is viewed from different angles, creating a sense of intrigue and engagement.

Lenticular packaging is especially effective in industries where storytelling or demonstrating product features is crucial. For instance, in the food and beverage sector, lenticular printing can be employed to showcase different recipe ideas or highlight key ingredients, enticing consumers to explore the product further.

Consumer Psychology and Packaging Impact
Understanding consumer psychology is essential for brands looking to maximise the impact of their packaging. Research consistently shows that consumers are more likely to notice and engage with visually interesting materials. The neurological phenomenon known as the “isolation effect” also knmow as the Von Restorff effect suggests that an item that stands out is more likely to be remembered. Specialist print finishes capitalise on this principle by creating a memorable and distinctive appearance that sets products apart from their competitors.

Furthermore, aesthetically pleasing packaging triggers positive emotional responses in consumers. When consumers have positive associations with a product, they are more likely to perceive it as higher quality and are thus more inclined to make a purchase. Specialist print finishes contribute to the overall visual appeal, creating a positive first impression that can influence consumer perceptions and purchasing decisions.

Conclusion
In the competitive landscape of retail, packaging is not just a functional aspect but a powerful tool for creating brand identity and influencing consumer behavior. Specialist print finishes such as spot varnish, metallic inks, and lenticular stock materials provide brands with the means to elevate their packaging designs, capturing attention and fostering a strong connection with consumers.

As consumers become increasingly discerning, the visual appeal of packaging plays a pivotal role in attracting attention, conveying brand values, and ultimately driving sales. By investing in innovative and eye-catching print finishes, brands can ensure that their products not only stand out on the shelf but also leave a lasting and positive impression in the minds of consumers.

Wow Me has helped many brands stand out by creating impactful, memorable, desirable packaging. You’d be surprised; a small change can make all the difference. Feel free to drop us a line to see how we can help you hello@wowmedesign.com

Look at some of the fantastic projects we’ve delivered for TOPPS, keeping audiences engaged year-on-year https://wowmedesign.com/project/topps-collector-cards/