The lure of shiny packaging is difficult for some consumers to resist. That's why a cosmetics company met with sales representatives at Sandy Hook, Conn.-based printed packaging provider Curtis Packaging Corporation. "They wanted a very high-end looking carton, but they didn't want to break the bank when it came to the pricing," says Donald Droppo Jr., vice president of marketing. "They didn't need the entire sheet to be metallic. It was going to be in certain spot sections of the box."
Donald Droppo Jr., vice president of marketing at Sandy Hook, Conn.-based printed packaging provider Curtis Packaging Corporation, stands with the company's 51 x 38-inch, 8-color, UV press with two coating units. The press, installed by German supplier KBA, features a dispersion coater that simulates foil stamping. It can produce 15,000 sheets per hour.
The client worried that producing the design would mean purchasing an entire sheet of foil per carton, then covering most of it with ink. Curtis reps offered another solution. A year ago, the company purchased a 51 x 38-inch, 8-color, UV press with two coating units from German supplier KBA. "What's unique about it is, you can put down a very shiny metallic color that simulates foil in the first station," says Droppo. "We could apply the silver in the exact 20 percent coverage that they needed." A second unit dries the coating so the firm can add printing as a piece moves through the press. The unit's wide-format capability and speed allows Curtis to run up to 15,000 sheets an hour.
The cosmetic company's officials inspected samples from Curtis' previous projects before deciding to move forward. They ordered several hundred thousand cartons for a product designed to support an existing brand. When the client received the end product, "They loved it," says Droppo. "It exceeded their expectations." Curtis since has developed a strong relationship with the client and received additional orders, he says.
Curtis specializes in high-end packaging, serving the cosmetics, health and beauty aids, pharmaceutical, liquor, and entertainment industries. Droppo anticipates that the dispersion coater will bring new clients. "Some companies that are currently on foil right now might start looking at the possibility of switching over for a cost savings," says Droppo. "Or someone who thought he could never afford a foil look because it's so expensive, now we have a solution for that."
--Andrew Brown
Design with your client's budget in mind. Packaging can be expensive, especially when special printing plates or custom dies are involved. Always get an idea of a customer's budget up front so you don't waste time developing a project that won't see the light of day.
Research design trends. Pick up a design manual from any major graphic-design magazine, and you can easily spot packaging trends. Annuals are good indicators of what designers and manufacturers are doing right, because the judges for these competitions typically gravitate toward designs that they know will have success in the marketplace.
Sell design, not size. Environmentally concerned companies might not want excessive packaging such as an oversized cardboard box with a plastic blister pack inside. While it might stand out on the store shelf, such packaging eventually ends up in a landfill. Instead, steer clients toward eye-catching designs and streamlined packages.
