This article appeared in a broader Technology Focus feature on Enhancing Print in the October 2022 issue of ProPrint, to view the magazine online, please click here.
In the commercial printing space, printed products continue to move from being a mass-market communication medium to a more targeted marketing tool, argues Marc Steuer, managing director of Goldcraft Embossing.
“The need for a premium result leads to greater demand for specialty finishes. In the packaging space, specialty finishes are the best way to differentiate from competitors in an ever-maturing market. High-quality packaging cements brand trust and brand loyalty,” Steur said.
Looking back over the past two years, Steuer assesses that the pandemic has ultimately added to the demand for print in general.
“Consumers might forego an expensive holiday but are spending more on packaged products such as health, pharmaceutical, food and beverage, fashion and cosmetics. As brands seek to maintain or grow their market share, specialty finishes provide a great avenue. A beautifully printed product gives consumers a glimpse into the quality of the product inside. People still judge a book by its cover, especially if they can’t open or consume the product until after it has been purchased.”
Steuer is interested in how current rising interest rates will affect the print market, particularly in the packaging space.
“Will brands lower the cost of packaging to meet shrinking household budgets, or will they increase the specialty finishing on packaging to stay ahead of their competitors? Given current trends, I suspect it will be the latter. Survival of the fittest also applies to consumer goods and services.”
Asked about Goldcraft’s offerings, Steuer notes that gold and silver foil remain the top sellers, but clients are often looking for different foil colours, matte finishes, and unusual foils such as pearl foil or holographic pattern foil. In addition to elevating brand image, foil also provides a form of security.
“Print with foil is difficult to counterfeit,” he states, “especially if the client uses a custom-designed holographic foil”.
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