Edelmann’s 'flat texturing' concept allows a richer look for less


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Edelmann debuts packaging line which uses printing to appear textured
German company Edelmann has developed a cardboard printing technique which uses printing effects to give the appearance of rich texturing.

This 3-D technology can give cardboard the expensive look of a material such as stone or wood without the normal costs associated with such packaging.   

Edelmann also expects the material to provide a strong point of differentiation for companies which use the packaging - an important prospect in the increasingly competitive world of European cosmetics.

The effect is created through a combination of varnishing and layering of pigments, which gives the impression of depth to a flat surface.

Oliver Eschbaumer, marketing manager for Edelman, told CosmeticsDesign-Europe.com: “We think that this effect will create a great shelf impression. Every year 30,000 new products are released on the shelf, so it really helps the brand to have to have something new to attract people.”

A textured surface

The textured surface of the package evokes natural surfaces such as wood or stone or richer substances such as metal, allowing the manufacturer to make a cardboard surface resemble these more expensive materials.

This is likely to save on production and materials expenses, thus making this type of packaging more cost efficient for the same effect.

Texturing and 3-D designs have also strong distinguishing features, which have been shown to add value to products and to make them stand out on the shelves.

Eschbaumer said: "We think this product will give the customer something which they haven't seen before, which will make them more inclined to purchase it."​ 

Expansion aims

Edelmann describes its' aims for Luxepack as being for “refinement and shaping for an unmistakable brand look,” ​including by using optical and haptic effects.

The products displayed at the show incorporated metallic and mother-of-pearl designs, as well as cartons which use unusual shapes such as contoured or concave surfaces to create a strong visual impression.

Luxe Pack also saw a number of other packaging designs incorporating 3-D techniques or depth demonstrated, including new digital printing products by Pacific Glass and innovative holographic designs by ITW.

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