Viktorija Gnatoka, Global Packaging Analyst, Mintel12.23.14
Specialty inks and other special-effects package decoration technologies represent a large variety of techniques that can be used to enhance and differentiate packaging. However, the reasons for use of these inks go beyond beauty. Special effects on pack create shelf appeal and help brands, products and packaging stand out from the crowd. They also can be interactive and engage consumers on a different level by bringing unique elements of functionality in a beautifully designed pack.
Even though Mintel data shows that consumers value functionality above all other packaging attributes, consumers still want to be entertained and have aesthetically pleasing packaging they can display as conversation pieces in their homes. Or, in the case of beauty care, a beautifully decorated pack can be a great conversation starter for even out of home occasions.
Holographic inks are one of the most commonly used special effects on product packaging. In most cases, they produce a rainb
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