A Packaging Designer's Secret Weapon: Specialty UV Coatings & Effects

Posted Friday, August 25, 2017

A Packaging Designer's Secret Weapon: Specialty UV Coatings & Effects | H&H Graphics

Specialty Finishing & Coatings: Win-Win

If you're a packaging designer, we have a few questions for you:

  • Are you looking for new ways to add value to your clients and generate a higher ROI?
  • Are your clients looking for new, unique and fun ways to engage Millennials and other consumer age groups?
  • Are you open to having a conversation about how a multi-sensory approach to printing and packaging could help your clients sell more product and grow their brand?

If so, read on to learn how we achieve all of the above and can be your secret weapon...

Why Visual Differentiation Is No Longer Enough

With so many products fighting for attention on a declining number of store shelves—thanks to Amazon, other e-tailers and warehouse clubs—it's critical for your packaging to stand out, and visual differentiation is not enough.

Martin Lindstrom's groundbreaking research detailed in his book Brand Sense discovered that 83% of all commercial communication appeals only to one sense: our eyes. Lindstrom explains how the most successful brand managers use strategies to integrate packaging that appeals to all five senses: touch, taste, smell, sight, and sound.

Creating a Multi-Sensory Appeal

When a product, its packaging and its retail displays appeal to multiple senses, the consumer feels more emotionally connected with it. The connection of consumers to brands through the senses adds five important dimensions:

  • Emotional engagement
  • Visceral reaction
  • Connection between perception and reality
  • Creation of a brand platform for product extensions
  • Trademark scents

Your secret weapon is to create an emotional connection for a product by appealing to multiple senses with its packaging and displays. Once you attract the consumer, visually and/or by scent, appealing to touch can help seal the purchasing decision in seconds.

There are many new and unique ways to add special effects to your printing, packing and displays, allowing you to implement these strategies at a relatively low cost while dramatically increasing your ROI—we know them all and regularly create new special effects like SnapShot.

A Packaging Partnership

H&H Graphics takes great pride in our partner relationships. We've become a trusted design partner by keeping our packaging designer partners up-to-date on the latest UV coatings and other finishing technology, and bringing new ideas to the table that can be reviewed with your clients and prospects. We also conduct proofs-of-concept to see if the ideas our packaging designer partners bring to us are feasible or to show your client exactly how the effect will draw consumers in.

What can we do for you? Are you ready to have a conversation to explore the possibilities?

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