Effect Pigments and Metallic Effects printed on Packaging
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1 Metallic Eckart GmbH Page 1
2 Eckart Effect Pigments (member of Altana) Global Footprint ECKART America Painesville, Ohio ECKART America Louisville, Kentucky ECKART de Mexico Tlalnepantla, Mexico ECKART Benelux Production, sales office ECKART UK Sales office ECKART France ECKART America Schererville, Indiana Aldoro Brazil (39% Beteiligung) ECKART Suisse Vétroz, Switzerland ECKART Pigments Pori, Finland ECKART Germany Güntersthal, Wackersdorf ECKART Italia Rivanazzano Eckart ~ 1900 employes ~ 340 mio turnover ECKART Shanghai China ECKART Asia Hongkong, China ECKART Zhuhai China ECKART Asia Ho Chi Min City Page 2
3 Metallic Agenda Motivation for the printed metallic effect Market overview Graphic Arts Examples and reasons for Metallics on packaging The physical basics for the Metallic effect Pigment technology behind the printed Metallic effect conclusion Page 3
4 Metallic Motivation Packaging is the growing segment in the Graphic arts market Packaging has and will further develop important functions such as protection of goods during transport and storage but is also adding other important functions to the packed goods Customer attraction and Branding is key to packaging design in nowadays supermarket shelves Together with light one of the most exciting effects in packaging is the metallic effect the typical flop from dark to light and the high reflection causing attractiveness and a high level of attention for the packed goods Metallics traditionally coming in silver or gold but can also used as tinted versions give packaging regardless of their material a higher quality perception and a taste of luxury Metallics can be printed in all quality levels in all industrial printing processes Printed Metallics provide the packaging industry and the Brand owners an extremely flexible access to improve the attractiveness of their packaging Printing Metallics widens the colorspace on a standard printing press significantly without any hardware investment Process knowledge about printing Metallics is a must for all future oriented printers Page 4
5 Metallic The Graphic Arts Market Market Size by Printed Products CAGR 2011/2016: 1,3% Global printing revenues 2011 (Total 570 billion )* Trend by Printed Product: Growth Stagnation Decline * Source: The Future of Global Printing Markets. Forecast to 2016 (Pira) Catalogues - 3,9% Books -2,2% Newspaper -3% Directories -3% Security +2,2% Transactional +3,7% Packaging +6% Magazines -0,6% Page 5 Advertising +0,1% Commercial +0,9% Labels +3,7%
6 Metallic Product Differentiation need for special effects like metallics Packaging (Protection) of goods is one thing but differentiation is key 1 Product Differentiation by packaging Page 6 Original bar Basic Packaging Limited Edition bar Added Value Packaging Miniatures More Packaging Celebrations More packaging
7 Metallic Value Add need for metallic effect We all work hard and we have to reward ourselves with luxury products Packaging produces the perception of luxury metallics are an important part Page 7 Which one would you buy? A bottle of liquor A luxury product
8 Packaging Labels Effect Pigments and Metallic Market Segments Wet-glue paper labels Wallpaper Self adhesive labels Tissue Folding carton Gift wrap Flexible packaging Industrial Screen printing Corrugated board Publication Page 8 Quality and Luxury moments are comming true for all segments with printed goods
9 Metallic Examples of printed Metallic effect on Packaging Page 9
10 Metallic The Physical basics for metallics Physical backround: What is behind the metallic effect? A combination of reflection and scattering mirror 100 % reflection matt (scattering) surface: 100 % scattering of light Page 10 Metallic effect: Reflection with some scattering
11 Metallic The Physical basics for metallics Physical backround: How do metallic pigments influence reflection & scattering? Uneven surface Higher aspect ratio (thicker compared to diameter) Lower orientation rate More scattering Even surface Low aspect ratio (very flat compared to diameter) Good orientation Good reflection Page 11 Reduced metallic effect Good metallic effect (mirror like)
12 Metallic The Physical basics for metallics Cross cut of a printed metallic ink layer Cornflake Metalure Page 12
13 Metallic Pigment Technology and Printed Metallic effect Uneven surface Higher aspect ratio (thicker compared to diameter) Lower orientation rate More scattering Mat metallic effect Even surface Low aspect ratio (very flat compared to diameter) Good orientation Good reflection Good metallic effect (mirror) Page 13
14 Metallic Pigment Technology and Printed Metallic effect 10 µm Physical backround: What are the pigment types behind the effect? 10 µm Cornflake 10 µm Silver $ 10 µm Platinum $ Page 14 Metalure
15 Metallic Pigment Technology and Printed Metallic effect Cornflake Silver $ Platinum $ Metalure Page 15 Surface print on cardbord/paper
16 Metallic Pigment Technology and Printed Metallic effect Cornflake Silver $ Page 16 Reverse print on film Platinum $ Metalure
17 Metallic Pigment Technology and Printed Metallic effect Conclusion Basic understanding of the pigment technology behind the Metallic effect is key for the creation of metallic packaging concepts The examples showed clearly that rough surfaces create less metallic effect than very smooth ones with being true for the pigment surface and for the substrates printed on In the metallic pigments world there are several quality levels enabling the user to exactly create the effect level depending on the technical and economical needs There are Pigments and printing inks on the market that allow the creation of a wide range of efficient and flexible packaging concepts with effects similar to metalized substrates Materials suitable for Food Packaging are available or in the not yet covered segments under development Printed Metallics are an available and proven alternative to metalized substrates that could show advantages in efficiency, flexibility, design and sustainability Page 17
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