In the competitive beverage marketplace, products need to create a memorable first impression and stand out from the rest on retail store shelves. Inks and coatings help to convey what is inside a can or bottle, but also play a key role in differentiating brands, according to packaging materials experts.
Traditionally, packaging was used for functional purposes like transport, storage and protection, but today’s beverage packages facilitate communication, advertising, branding, security and sales, according to Penny Holland, vice president of marketing of North American inks at Parsippany, N.J.-based Sun Chemical.