"Product mystique" is a key for brands to disrupt markets, but not everyone in manufacturing or marketing knows about it. The most protective packaging adds to product mystique similar to when people exchange holiday gifts and the wrapping is an important part of the mystery that colors the mind about the surprise inside. The following are insights to how metal packaging stimulates consumer curiosity about the product.
Visual Metallic Perceptions
When people encounter premium metallic packaging, they naturally see reflections of light that add energy to the package. The sparkle, shine or simply gray boundaries instantly communicate the virtues of a secure container, since people have associated metal with strength and quality for centuries. The image of metal is so powerful that even a metallic finish on paper can stimulate similar effects.
Metal is an ideal material for packaging, but for brands that want to cut costs and still present the shiny effects of metal on paper materials, there are three basic methods to add metallic finish. Those methods comprise hot or cold foil stamping, metallic ink printing and metalized paperboard printing. Foil stamping provides the shiniest finish and a great choice for embossing, whereas metallic ink offers a more subtle metallic effect. Another difference is foil stamping is the most durable solution of the three approaches, but applying metallic ink allows for the greatest amount of detail.
Hot foil stamping is the oldest method of displaying a metallic finish on a nonmetal container. It involves moving a thin layer of aluminum coating on foil paper to a paperboard surface with the help of heat and pressure. The difference with cold foil stamping is that metalized polyester film is added to an adhesive then cured. Other colors can then be added to the metallic surface. Hot foil stamping, however, is still considered the superior method.
Metallic ink printing once involved the use of metallic powder, but now relies on what's called metal platelet technology. The ink is composed of metallic particles such as copper or aluminum to create the effects of metallic shine.
A metalized paperboard can have a glossy shine for more subdued matte look. The use of foil and film lamination is one way to achieve a metallic appearance on paperboard. A sheet of aluminum is laminated to a sheet of adhesive paper. But not many global manufacturers produce aluminum foil board, so brands may adopt alternative methods such as transfer metalized paperboard or direct metalized paperboard.
The Magic of Touching Metal
If the goal of the brand is to create a genuine metallic sensation with consumers who know the difference between metal and metallic coating, it's best of construct the package out of a mix of actual metal and alloys. That way, when someone touches the metal, they will know it's authentic and not just a replica to get their attention.
Consumers associate the feel of metal with hardness and indestructible properties. Touching metal reassures them that the package is designed to guard against product tampering and possible damage from handling. This touching sensation reminds the consumer that a solid barrier surrounding the product preserves its integrity. It boosts the consumer's confidence that the item will remain in brand new condition until it is unwrapped and used.
Metal packaging protects products the way a combination lock on a chain keeps thieves from stealing bicycles. The more smooth the surface, especially around edges, the more the metal is perceived as a safe and secure barrier. This confidence elevates excitement for food products because consumers will expect the food to be fresh and tasty without loss of quality.
Size and Shape of the Package
No matter what size of shape a metal package is, it still commands the same values of everlasting quality and durability. It will still have a shine that makes the product stand out on a retail shelf if it's surrounded by different types of packaging. In general, though, the bigger the metal package, the greater the product mystique.
Food products that come in small metal cans, such as seafood, give the grocery store management and its shoppers confidence that the most careful precautions have been taken to protect its minimal food contents. Since aluminum can take on any imaginable shape, packaging designers can gain an edge over competitors by researching what type of shapes help arouse consumers about certain products.
While so much of the consumer's journey involves psychology, what metal has going for it is that it provides more than just shiny illusions. Its natural hardness solidifies impressions beyond guesswork or wishful thinking. Consumers simply know from experience that metal containers give food and beverage products the best chance to meet their expectations for taste and freshness. In that sense, metal has the power to demystify fears or concerns about the shipping and handling process.
With over a century of experience, Desjardin.fr has perfected the art of crafting premium metal packaging that not only protects products but also enhances their mystique. Our deep expertise in aligning with each client’s vision ensures that every tin we produce is a seamless extension of the brand's identity. By working closely with the world’s leading companies, we create packaging that captivates consumers while integrating smoothly into supply chains, providing both aesthetic appeal and operational efficiency. Desjardin.fr continues to be the trusted partner for brands seeking to elevate their products through metal packaging that embodies luxury and quality.
