Package Design - January/February 2014 - (Page 22)

Striking Metallic accents deliver a treasure trove of branding benefits. By Linda Casey I n the research paper, "Can Infants Tell the Difference between Gold and Yellow?" published by the University of Tokyo, Japan, authors Jiale Yang, So Kanazawa, Masami K. Yamaguchi found that humans as young as seven months old can perceive the difference between gold and yellow. Gold was so impressionable to the infants that they could differentiate between the metallic and yellow despite the fact that the colors had identical chromaticities. It's no wonder that we see so much gold packaging in categories such as candy, which aim to appeal to consum- 22 January/February 2014 ers of all ages. Melody Nealon, lead designer at AMES International Inc., parent company for Emily's Chocolates, notes that the visual language for chocolates is based in bold hits of color and metallic accents. "When we look at creating packaging for the holiday season," Nealon explains, "we address the fact that it becomes increasingly more competitive in our market to try to stand out and differentiate yourself. That's where the metallic effects really become important." When Nealon designed packaging for a Chinese New Year gift assortment of chocolates and fancy roasted nuts, The gold trim and the gold line work were intentionally chosen for its fashion and cosmetic packaging connotations. she designed an elegant exterior box, with a rich chocolate brown base color. The outer packaging pops with a simusimu lated gold foil stamp, and coordinates with the color scheme of four smaller packages inside. For the gold foil details, Melody used silver foil paper and built a custom gold color to print on a 30-in. Roland ( VersaUV LEC series UV inkjet printer/cutter. Then she matched it to a PMS color for continuity throughout the piece. She also printed varying opacities of white on the foil substrate-so varying tones of metallic come through. "We needed a packaging solution that would elicit our consumers' wants and desires, something that would break through the clutter on the shelf and stand out from the competition," Nealon remarks. "When we presented the prototype at trade shows, we were able to draw several new clients." Delivering the unexpected While metallic accents rule in the chocolate aisle, they are a bit unexpected in the medical device category. That's why the new packaging designed by Rivet & Sway's art director Kathleen Ullman is so striking. Package Design's editors first noted the online eyewear boutique's packaging

Table of Contents for the Digital Edition of Package Design - January/February 2014

Package Design - January/February 2014
Editor's Letter
Front Panel
Modern, Vintage, Hip
Design Tech Products: Metallized Packaging
Striking Gold
Product Focus: Transparent Packaging
Fiery Debut
Tear Down the Fences
Index of Advertisers
Field Notes

Package Design - January/February 2014