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 rainbow-like hologram, which is embossed into a film with a reflective layer laminated to the back (usually aluminum). When exposed to light at different angles, this foil decoration reflects all the colors. Holographic decoration can include images and 3D effects.
 
Sometimes it simply provides an attractive prismatic effect that can be laminated over the entire pack surface or hot stamped in a smaller area to emphasize a specific design element that is important to that particular product.
 
Holographic decoration is used in a variety of product categories. There are a number of examples in alcohol beverage packaging where 3D effects are often used on limited edition packs.
 
For example, just this past summer official champagne of the FIFA World Cup, Taittinger, released a beautiful limited edition bottle. To celebrate one of the world’s biggest sports events, a Taittinger souvenir bottle is packaged in an elegant white and gold gift box that features holographic images of soccer balls.
 
Beauty care products are another category where special inks are used in a variety of ways to stand out on shelf and emphasize certain product attributes.
 
Often seen on hair care products’ packaging where new ingredients claim to make hair look silkier and richer in structure, holographic inks are used to showcase the hair on the pack, thus making the final effect more impactful. Holographic inks are often used on the labels. For example, Bath & Body Works uses holographic inks on a shower gel pack to illustrate the beach association inspired by the new products’ scent. German retailer Lidl uses these inks on their personal care private label line to make the outer pack stand out.
 
The use of holographic inks is used to create realistic shelf appeal and is “viewable” by the consumers under the normal light in store. While it stands out on shelf among other packages, it is still quite intuitive, doesn’t overshadow other on-pack messaging or graphics, and does not require any guessing or action.
 
 Meanwhile, there are also such types of inks as thermochromic, hydrachromic, phosphorescent and others that are not that obvious at first glance. These types of inks used in packaging require an environment where they  can be experienced.
 
An atmospheric, electronic or physical trigger is needed to initiate the change in the label or other package part to achieve the desired effect. This is usually used by brands in bars or other socially active environment where people can figure out together how to activate the pack and share the joy of discovery. These types of inks are used to reveal some sort of mystery behind the product.
 
In this case, packaging becomes a means to solve the mystery and usually creates excitement around the product. We have seen many beer brands taking the advantage of thermochromic inks to communicate the temperature of the drink or create fun experiences in social settings. This could find application in some beauty care products where for example, interaction with water changes the pack color to indicate the temperature of the water. While this might be more of a fun decorative element, it could be leveraged with some functionality as to indicate whether product can be better used in hot or cold water.
 
There are various types of coatings that can be used to achieve a desired special effect on the pack.
  
Crystallizing is a coating process that refracts light and creates sparkling or diamond effects, or creates the illusion of textures but without actually raising the surface.
 
Bubbling is a coating process that creates a raised dimple-like surface appearance. The latter is often used on packaging to add Braille information to the label.
 
This is quiet common on packaging in Japan but we are now starting to see examples in Europe as well. For example, L’Occitane features Braille text on the back labels of their shower gels using the bubbling process.
 
This decorative process is interesting because it actually adds functionality in the form of tactility rather than simply as a visual effect. Used often in pharmaceutical products, as well as beauty care, it helps to expand reach to new consumers.
 
Beyond the functional value of embossed elements, this decoration technique is also used for purely aesthetic shelf appeal. For example, the new Bottega Veneta fragrance has the whole outer pack embossed to make the packaging stand out on shelf. While the pack is not overwhelmed with other design elements, the embossed carton gives it a patterned luxurious fabric feel.
 
Babor Cosmetics used embossed process to emphasize the brand name both on inner and outer packs.
 
Overall specialty inks definitely attract consumers’ attention at the point of sale. They help brands stand out on shelf with mesmerizing metallized looks, color-changing holographic labels or embossed fonts and logos.
 
The interactive aspect of special effects in packaging engages consumers both at the point of sale, and in some cases, at the point of use –perhaps in a club or at home.
 
Special inks can bring functional elements to the experience or create symbolic associations with the brand and the product. Finally, they can be tailored to specific events and holidays, thus becoming part of consumer celebrations.