Strong emotions included Part 1
Printing has the ability to create strong connections by adding elements that turns a wannabe product to a memorable must have item. Studies have shown that when something feels as good as it looks, a larger portion of our brain is switched on and we become more likely to buy it, again and again.
Holding a book whose cover smells of leather created with scented ink or having the touching of wood thanks to a coating, or even a postcard with embossed or happy glowing elements, the buyer is engaged with those pieces at a deeper neurological level. Creating a memorable experience is important for the success of a product and the commitment of the consumer to it.
Special applications, generally called embellishment, are applied at the finishing procedure post the actual printing and are described like the fine touch which gives a sense of luxury, while differentiating the product and make it pop on the shelf, in such a way that the quality and superiority become apparent.
It is however, possible, that technical weaknesses, misguided art direction or simply the inclusion of too many embellishments could create the opposite effect, making a product look confusing, rather than beautiful. Embellishments include various ink formulations from metallic to invisible, specialty coatings and varnishes, special die cutting, embossing, debossing and foil stamping
01. The Specialty Inks
Inks have now exploded past CMYK or Pantone formulas. Some digital presses can deposit metallic toners as a fifth color, creating previously impossible results. Nowadays, they offer a big metallic ink color range, creating a glittery, foil-like finish such as holographs for decoration or security purposes. Let’s know more about new ink formulations:
Fluorescent or neon shades are extremely bright versions of primary and secondary colors of blue, red, green, yellow and purple, injecting excitement and energy into designs. Fluorescent colors stand apart from other types of color due to the fact that they emit light, making them luminescent.
When the emitted light falls in the visible spectrum of light that can be seen by the human eye, the luminescence is rendered in color. They are found in Yellow, Blue, Lime Green, Orange and Fuchsia.
Metallics are ink formulas with tiny metallic flakes which rise to the printed surface as the ink dries, creating a brilliant luster with metallic sheen. Aluminum and zinc flakes are used for silver and brass flakes for gold.
Copper flakes give the bronze shades. Metallic inks are so opaque that it is easy to run too much ink which can overpower the dampening system; even experienced press operators can exceed while trying to produce the maximum metallic effect.
Metallic inks do not require special roller washes, however, the metallic flakes are often more difficult to remove than just regular ink. Since it can be printed first or last and due to its covering characteristics, one must be careful of the printing range, overprints and traps.
Secure inks are used as an added security feature for the protection of printed documents, labels or packaging against fraudulent reproduction or counterfeiting. High security inks that are invisible under normal lighting conditions, they may glow in a bright color under UV light; coin reactive inks react when they come in contact with coins or other metallic objects, when the printed area is rubbed, Then, it blackens to reveal the hidden text or image; optically variable inks (OVI) display two distinct colors depending on the angle it is viewed from.
magnetic inks with tiny iron oxide magnetic flakes allow an element to be machine read; infrared inks are not visible to the naked eye but can be seen under infrared light; thermochromic inks appear or disappear at different temperatures. They have a very high level of security since they are not widely or easily available.
Biometric inks with DNA tags are usually used to verify the authenticity of a product. The development of biometric /DNA ink contains synthetic DNA mixed with printing inks. DNA provides the most reliable personal ID.
It is intrinsically digital and unchangeable while the person is alive and even after his death. Increasing the number of DNA loci examined can enhance the power of discrimination.
Also see this link about DNA Ink for Authentication Security
2. The Fragrance Burst
Since smell is considered as the most powerful sense, creating a range of reactions and feelings to the customer, printing technology nowadays offer the special category of fragrance burst inks (scratch and sniff inks); it is more about a coating than an ink innovation and a creative way to add some pizzazz to prints.
Fragrance burst releases an aroma when scratched or rubbed; smell is so closely linked to real that drums up excitement and feelings of familiarity.
The main method of adding fragrance to inks and coatings is through microencapsulation process that reduces fragrance oil down to microscopic particle size in water, using high speed mixing and other processes. Then, they are coated with a proprietary polymer material, forming hard shells around the oil particles. This water-based slurry is spraying dry, leaving a fine powder made of encapsulated fragrance microcapsules.
Fluorescent inks can be used on paper and cardboard, pre-treated PE, pre-treated PP and PVC substrates. It is created with microscopic capsules of scent, developed then into solution and applied to print. Scents might refer to fruits and herbs, fresh grass, coffee beans and numerous others. Once it is printed, it will be sealed with a thin coating. Until the ink is rubbed, the scent can last for years.
Imagine an anniversary card smelling like rose petals or a travel brochure to open to an ocean memory.
