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Developers and users of innovative packaging solutions are faced with the
many significant technical challenges of effectively bringing a product to
the marketplace. Depending on the nature of the product to be packaged, the
problems that can be encountered are diverse and, therefore, require a
diverse set of solutions. A design consultant for packaging applications can
help. Whether it is protecting the product from moisture or microbes,
catching the consumer's eye on the shelf, building brand recognition,
providing tamper evidence, or of increasing importance, offering
anti-counterfeit strategies, there are a multitude of solutions these
consulting companies provide for today's increasingly high tech packaging
When you think about all the different technologies employed in an
extremely effective innovative packaging system, it is amazing that today's
high tech packaging requirements can be met in a cost-effective fashion. Yet
cost is an extremely important factor due to the very nature of packaging.
It is usually only required to get the product to market and, therefore, is
often a recyclable or throwaway item with a very finite end-use requirement.
Materials must be chosen carefully to allow for adequate but not over-
For example, when choosing a color pigment for a plastic packaging
application, the color will need a certain level of light stability. It is
unlikely, however, that the level of color stability required for a
packaging application will be anywhere near as great as that required for an
exterior automotive application. Therefore, a formulator who chooses a color
with the correct level of light stability will usually have a cost advantage
over someone who uses an 'automotive' grade pigment, which provides more
performance than is actually required.
Another example of the importance of choosing the right material can be
illustrated when considering effect materials. On the surface, it often
appears that special effect materials are relatively expensive compared to
other packaging materials. However, it has been demonstrated in many studies
that attracting the consumer's eye is of extreme importance in building
brand recognition and increasing market share.
Using effect materials such
as pearlescent pigments and effect films, combined with standard colors and
various printing techniques, all represent important methods employed in
building brand equity.