Amcor’s finishing technologies bring “first moment of truth” to unboxing experience
28 Jul 2020 --- Amcor has launched inking technologies called AmPlify for brands looking to attract consumers with sensory and visually aesthetic packaging. The company’s new finishing technologies create engagement opportunities through more intense experiences with packaging elements that embody a product’s flavor, texture and scent. Amid the rise of e-commerce, organoleptic properties on packaging are instrumental in bringing out the unboxing “wow” experience.
“Brands that ignore consumer-brand engagement and the value of packaging will find themselves struggling with retailers and consumers over time. Packaging has become more than just a necessity to bring products to retail, it is increasingly becoming a reflection of brand promise and a way for brands to build equity and loyalty,” John Kearny, Director of Marketing, Amcor Flexibles North America, tells PackagingInsights.
Amcor uses AmPlify to differentiate on-shelf packaging in a physical retail environment, but in an online or virtual space, the graphics or design of the package “on-shelf” becomes less impactful or somewhat diminished.
Clockwise from top left: Digital printing, Tactile/textured inks, Matte/gloss inks, Kromasilk satin-finish, Metallic inks, Anti-glare (Photo credits: Amcor). “However, the impact to the consumer during unboxing when the product is received becomes the first moment of truth. [Moreover, it] carries the importance of that same interaction at the retail shelf. The opportunity for brands in the e-commerce channel is to differentiate themselves on a virtual store shelf by creating packaging that delivers on consumer needs. [It] drives brand loyalty by linking the product inside to the image online and to the packaging itself – [via] design, format, appearance and functionality,” Kearny explains.
Innova Market Insights pegs “Packing an e-Punch” as its third top packaging trend for 2020. The e-commerce sector has been rapidly developing in the past few years but coronavirus-induced isolation requirements and lockdown restrictions have encouraged at-home consumers to turn to e-tailers to access a myriad of products at their fingertips.
The finishing technologies
Amcor’s AmPlify nine finishing technologies include:
Anti-glare: Glare-free and reduced-reflection designs.
Digital print: Quicker speed to market for small volume items at lower costs.
Gloss/matte inks: Highlighted graphics that pop or decrease light reflection.
Holographic films: 3D imaging revealed by changes in light.
Kraft paper: Hand-wrapped paper appearance of paper for flexible packaging with matte films and inks.
Kromasilk satin finish: Refined pearlescent print surface and a 3D, silky surface.
Metallic inks: Highly reflective inks to really stand out on-shelf.
Soft-touch films: Customizable, cost-effective way to achieve a smooth feel with graphics.
Tactile/textured inks: Supplements products’ natural flavor and quality with a tactile experience for consumers to see and feel.
For brands interested in more than just one of these finishing technologies, Kearny states that AmPlify can mostly accommodate those requests. However, it depends on which varnishes are requested as some technologies or how it is incorporated into the package remain stand-alone.
“For example, holographic and digital printing would be two technologies that could easily be incorporated into the same package design, and the same goes for tactile, anti-glare or matte varnishes combined with gloss to create the perfect amount of matte and sheen to entice consumers,” he details.
Kearny recalls that interest from Amcor’s customers over the last few years has been “very strong” and continues to grow. “These finishes have been increasing in volume for the last seven to ten years, but interest has really exploded over the last two to three years as private label and store brands are refreshing their brand visual identity to stand out. This is a great time to engage the marketplace with our offerings,” Kearny concludes.
By Anni Schleicher
