Packaging - Tempted by gloss

Packaging

Our innovative inline cold foil technology allows us to develop striking boxes and displays.
Our foil technique is equally successful in marketing concepts such as bottle labels, shelf tags, wobblers, counter displays and receipts to lead consumers to your product.
The glossy foil aspect triggers attention, and ensures that the product is noticed. An absolute prerequisite for purchases.

Tempted by gloss

The contour of a product tells us what it is in great lines and is the first aspect we determine on an object. Colour, brand mark, graphical devices and fonts are being noticed later. According to Braun and Braun (1) ‘gloss derives its commercial and aesthetic values from attracting attention’. They state that gloss appears to mimic motion. This must be because of the reflection of light. Motion is even stronger than contour. Evolutionary seen we look at motion first because if we did not we could be eaten. This implies that gloss is deeply rooted in the biological heritage. A packaging with gloss determines the first moment of truth: seeing the product.

Prof. dr.ir. Roland ten Klooster – Professor Packaging Design and Management – University of Twente