BXP - Vol 3 No 4 May/June 2019 - 16

be the boss on the shelf.
Bill Hodges of Boutwell Owens discusses the
how-to's of sculptured embossing.
According to a study by
Faraday Centre for Retail
Excellence, "If more than
one sense is engaged in
packaging design, a brand's
impact increases by 30%." In
today's winner-take-all retail
environment, brands need
to be showstoppers on the
shelf. One of the most effective
techniques that can deliver
3D expansion of any graphic
element is sculpted embossing.
This technique appeals to the
sight and the touch, making
any package a multi-sensory
experience.

Boutwell, Owens & Co., Inc.

Packaging done right

Boutwell Owens is
one of the premier,
independent North
American designers
and manufacturers of
printed paperboard
packaging solutions.
As VP of Sales and
Marketing, Bill Hodges
is a leading voice
on the evolution
of packaging as a
marketing channel.

Visit Boutwell Owens at
http://boutwellowens.com

EmboSSing builDS
pErCEivED valuE of thE
proDuCt without aDDing
high CoStS
For designers, embossing adds originality
to packaging - speaking to consumers in
a compelling, sometimes personal, way. It
is often used with hot stamping, where the
embossed pattern is filled with foil in the
process. The outcome is a 3D effect that
adds a glowing element to the surface.
You see this in everything from personal
care products housed in paperboard boxes
to labels on wine bottles.
The embossed pattern can be raised
or printed in relief - this is up to the design. As in other printing techniques, the
pattern is created by applying high pressure. A template is first prepared (made
on a metal die), and the desired surface is
later embossed in the process.

it'S not aS DiffiCult
aS you think.
With all the pluses you get from embossing, and the potential lift in sales, why isn't
this technique used more? Two reasons:
people think it's either too complicated or

the embossing process first and
then cut the job as a second
operation.

3. Careful with graphics

too costly. But it doesn't have to be if you
keep these pointers in mind:

1. Start with a vector file
Vector art is the key to most things
graphical. Bitmap images and non-vector
artwork can cause pixelization, creating
minute jagged lines that spoil the paperboard surface. A vector line is smooth and
continuous. You can select the elements
of the vector art for directing where you
want to emboss, in registration to the
print surface. Most providers of embossing tooling will do this for you, but you
will still need to provide a vector file.

2. Size matters
Visualize your image as a 3D representation and make design decisions on what
is raised and by how much. It's important to know that depth of embossing is
relative to the size of the embossing area.
The smaller the area, the more pressure
is required to create visible definition.
But be careful; when you apply too much
pressure, you can damage the artwork
or burst the paperboard. It helps to run

Integrating embossing into
subtle graphic elements is a
sure-fire way to lose the effect.
Embossing should be viewed as
an element all on its own and
needs to be apparent without
being clouded by a rainbow of
colors. The general rule of thumb
is that the more complicated
your artwork, the simpler your
embossing should be. Embossing foil is a great enhancement,
but using it with holography
can provide less than desirable
results. If using embossing with a photo,
or graphic, ensure that the sculpted embossing represents the graphic area that is
being embossed. A good rule of thumb is
to hold embossing to a standard where you
could simply emboss a white sheet and the
client would get the same visual as if they
looked at the printed graphic, a complementary additive measure in the design.
Together they have power.

4. Don't forget the die cutter
The most important takeaway is that your
carton has to move through the die cutter,
embossed or not. Embossing allows you
to add a graphical element outside the
printing workflow, without a lot of additional costs, while upgrading the look and
sophistication of your packaging.

5. Collaborate and win
Remember to build a relationship with
your embossing supplier who can integrate
your design vision with printing. In this
case, two - or more - minds are definitely
better than one!


http://www.boutwellowens.com

BXP - Vol 3 No 4 May/June 2019

Table of Contents for the Digital Edition of BXP - Vol 3 No 4 May/June 2019

BXP - Vol 3 No 4 May/june 2019
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: Moira Cullen
Capturing Brand Value From the Smart Pack
The Toolbox
The Last Word
Augmented Reality Delivers Real Results
High-Tech Fashion
Ndex of Advertisers
The List
BXP - Vol 3 No 4 May/June 2019 - Intro
BXP - Vol 3 No 4 May/June 2019 - BB1
BXP - Vol 3 No 4 May/June 2019 - BB2
BXP - Vol 3 No 4 May/June 2019 - BXP - Vol 3 No 4 May/june 2019
BXP - Vol 3 No 4 May/June 2019 - Cover2
BXP - Vol 3 No 4 May/June 2019 - 1
BXP - Vol 3 No 4 May/June 2019 - Contents
BXP - Vol 3 No 4 May/June 2019 - 3
BXP - Vol 3 No 4 May/June 2019 - 4
BXP - Vol 3 No 4 May/June 2019 - 5
BXP - Vol 3 No 4 May/June 2019 - Editor’s Letter
BXP - Vol 3 No 4 May/June 2019 - 7
BXP - Vol 3 No 4 May/June 2019 - The Scene
BXP - Vol 3 No 4 May/June 2019 - 9
BXP - Vol 3 No 4 May/June 2019 - 10
BXP - Vol 3 No 4 May/June 2019 - 11
BXP - Vol 3 No 4 May/June 2019 - Chief Experience Officer Series: Moira Cullen
BXP - Vol 3 No 4 May/June 2019 - 13
BXP - Vol 3 No 4 May/June 2019 - 14
BXP - Vol 3 No 4 May/June 2019 - 15
BXP - Vol 3 No 4 May/June 2019 - 16
BXP - Vol 3 No 4 May/June 2019 - A1
BXP - Vol 3 No 4 May/June 2019 - A2
BXP - Vol 3 No 4 May/June 2019 - A3
BXP - Vol 3 No 4 May/June 2019 - Capturing Brand Value From the Smart Pack
BXP - Vol 3 No 4 May/June 2019 - A5
BXP - Vol 3 No 4 May/June 2019 - A6
BXP - Vol 3 No 4 May/June 2019 - A7
BXP - Vol 3 No 4 May/June 2019 - A8
BXP - Vol 3 No 4 May/June 2019 - A9
BXP - Vol 3 No 4 May/June 2019 - A10
BXP - Vol 3 No 4 May/June 2019 - A11
BXP - Vol 3 No 4 May/June 2019 - A12
BXP - Vol 3 No 4 May/June 2019 - A13
BXP - Vol 3 No 4 May/June 2019 - The Toolbox
BXP - Vol 3 No 4 May/June 2019 - A15
BXP - Vol 3 No 4 May/June 2019 - A16
BXP - Vol 3 No 4 May/June 2019 - A17
BXP - Vol 3 No 4 May/June 2019 - A18
BXP - Vol 3 No 4 May/June 2019 - A19
BXP - Vol 3 No 4 May/June 2019 - A20
BXP - Vol 3 No 4 May/June 2019 - A21
BXP - Vol 3 No 4 May/June 2019 - A22
BXP - Vol 3 No 4 May/June 2019 - A23
BXP - Vol 3 No 4 May/June 2019 - The Last Word
BXP - Vol 3 No 4 May/June 2019 - A25
BXP - Vol 3 No 4 May/June 2019 - A26
BXP - Vol 3 No 4 May/June 2019 - A27
BXP - Vol 3 No 4 May/June 2019 - A28
BXP - Vol 3 No 4 May/June 2019 - A29
BXP - Vol 3 No 4 May/June 2019 - Augmented Reality Delivers Real Results
BXP - Vol 3 No 4 May/June 2019 - 47
BXP - Vol 3 No 4 May/June 2019 - 48
BXP - Vol 3 No 4 May/June 2019 - 49
BXP - Vol 3 No 4 May/June 2019 - 50
BXP - Vol 3 No 4 May/June 2019 - 51
BXP - Vol 3 No 4 May/June 2019 - 52
BXP - Vol 3 No 4 May/June 2019 - 53
BXP - Vol 3 No 4 May/June 2019 - 54
BXP - Vol 3 No 4 May/June 2019 - 55
BXP - Vol 3 No 4 May/June 2019 - High-Tech Fashion
BXP - Vol 3 No 4 May/June 2019 - 57
BXP - Vol 3 No 4 May/June 2019 - 58
BXP - Vol 3 No 4 May/June 2019 - Ndex of Advertisers
BXP - Vol 3 No 4 May/June 2019 - The List
BXP - Vol 3 No 4 May/June 2019 - Cover3
BXP - Vol 3 No 4 May/June 2019 - Cover4
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