The ever-growing universe of natural and organic consumer products continues to drive the industry to introduce packaging and printing techniques that emphasize the messages of quality and freshness. From food and beverage to beauty and personal care, and even in pet products, positive consumer attitudes toward pure, natural ingredients and formulations resonate when a package’s artwork features matte finishes, earth tones, and more understated color palettes.
For example, companies that market organic foods in stand up pouches that are looking for a more natural appearance to their packaging are designing packages with matte finishes. With the proper preparation and choice of color and pattern, products that cannot be packaged in paper because they require barrier protection can be packaged in laminates printed to closely resemble the surface of a brown paper bag, parchment, linen or any other natural texture.
Achieving a natural finish on flexible packaging often represents only part of the challenge for some consumer brands, especially when they also require a window to show product contents. The result is really the best of both worlds for organic brands: a natural looking exterior texture with a transparent window to showcase the products inside.
In the highly competitive battle for buyer attention, the infusion of heightened visual impact in flexible packaging is being used aggressively to enhance point-of-sale appeal and communicate high-quality.
On larger packages, photographic and highly detailed illustrative images are being printed edge-to-edge to achieve extreme visual impact. On smaller packaging, where space is a premium, precise visuals are being used to generate product appeal, while leaving sufficient area for brand identification, promotional messages and ingredient listings.
Advancements in high-definition (HD) flexographic printing are directly supporting this trend. Gravure printing has been considered the standard to feature high-quality images but has its limitations, primarily its cost and volume requirements. Consistent, vibrant colors combined with higher print quality are the results of the use of smaller printable dots. Other benefits include more stable tones, smooth gradients, sharper images and a greater color palette.