The Commercial Value of Textured UV Effects

This package features a combination of white and gloss to create a tactile feel and raised look. | Credit: DPI Laboratory

As printing and embellishment technology has developed in recent years, both the cost and complexity of new print techniques have continued to decline. One of the fastest growing segments in packaging and label is the use of textured effects. Newer technologies, such as UV flatbed and rotational printing, have opened new doors for converters looking to differentiate their product offerings and add new capabilities to serve their clients. With the ability to more easily create textured embellishment now within reach for most businesses, the question has shifted from “Can we produce texture effectively?” to “When does texture create measurable commercial value?”

Not every package or label will benefit from textured or tactile embellishment, but there are certain business cases in which textured effects can bring a new dimension, both literally and figuratively. Consumer goods continually fight for differentiation on crowded retail shelves, and textured effects help products stand out, reinforce premium positioning, and increase perceived product quality.

The first element of textured effects is visual — the ability to catch a consumer’s eye with an added dimension or a hint of shine. Something that stands out from the ordinary on a shelf or display. Raised logos, patterned varnish, and contrast between matte and gloss finishes are simple techniques that make a product stand out.

The second element of textured packaging is tactile. When the consumer picks up the items and can feel the difference in a patterned logo effect or functional grip, there is the chance to create a memorable consumer interaction.

Many types of products rely heavily on first impressions and perceived value, and this is perhaps where the greatest ROI can be unlocked. Think of the last time you were shopping for a premium wine or spirit, a watch, a cosmetic, or fragrance. Luxury brands in these spaces often rely as heavily on the presentation of the product as they do on the product itself.

Textured effects, however, are no longer reserved exclusively for luxury brands. Even the most pedestrian products can benefit from more advanced packaging and label presentation for limited editions, seasonal promotions, and short-run product launches. We recently helped a company, whose primary clientele is wineries, to implement a system for adding custom raised varnish text to wine bottles used for special events and special collections.

Although the cost and complexity of tactile packaging have declined, not all packaging and labeling will see measurable returns from differentiated embellishing techniques. Large volume commodity products, high-volume/low-margin packaging and industrial labels, and even packaging that is already visually complex rarely see a measurable benefit from this type of embellishment. Sometimes, simply great design is the better investment.

While the cost of producing certain effects has declined, there are still additional costs associated with the added effects. Many of the same production considerations you might encounter in traditional packaging and label production are simply exacerbated when adding textures.

Artwork preparation and production workflow that can work together to bring repeatability are two considerations. Integrating texture into the packaging design early and considering the process and any finishing steps during the design phase will ease the process downstream.

Additionally, there is the cost of supplemental ink or consumables, as well as added time for multiple passes to build the desired texture. All these elements can be managed effectively and optimized, but will contribute time and cost to the process, which must be considered in pricing. Tactile finishes require developing the same balance between design, throughput, and product value as any other packaging or labeling application.

New and established brands will always search for new ways to stand out without completely redesigning existing labels, logos, and packaging. Digital embellishment in the tactile space can help bring these premium finishes to life and make them practical for shorter runs and custom products.

It’s always important to remember that with any packaging or label design element, texture should reinforce the product's message — not become the message. The use of tactile elements in packaging and label should always directly support the storytelling and identity of the brand. The most successful outcomes with texture will be achieved not through simply selling texture as a packaging add-on, but in helping customers determine where and how to apply these effects to create real downstream value.

The preceding content was provided by a contributor unaffiliated with Packaging Impressions. The views expressed within may not directly reflect the thoughts or opinions of the staff of Packaging Impressions.