The catchphrase “you never get a second chance to make a first impression,” dates back to 1966 print ads for men’s suits. In many cases, an impression is made — good or bad — within the first 30 seconds of meeting someone. The same is true when it comes to capturing consumers’ attention as they scan crowded store shelves or shop online. Inks and coatings can help to create “theatre in the hand” while playing a key role in differentiating brands.
“We want the consumer to say, ‘Wow’ when a package changes color to confirm the beverage is icy cold, or an image or code appears in sunlight or the dark,” explains Patrick Edson, chief marketing officer at Chromatic Technologies Inc. (CTI). “When this is done well, brands drive increased purchase intent and secure additional retail support.”