IGH Solutions
has launched Impact FX, an affordable
line of dimensional products that brings the power of 3D imagery to product
packaging.
Responding to market trends and the demand for brands to stand
apart from the competition on retail shelves, IGH Solutions developed a line of
dimensional products under its Virtual
Images brand for specialty print. Impact
FX dimensional products offer innovative and cost-effective packaging
enhancements for consumer packaged goods, generating immediate shelf-impact
using the power of 3D and animation.
"Impact FX dimensional products turn a flat 2D image
into something that moves, allowing a product to interact with the consumer and
stand-out on retail shelves," said Rosa Hermoza, product manager for IGH
Solutions. "Incorporating dimensional effects into a product's package
allows marketers to tie into the 3D phenomenon, allowing brand marketers to
differentiate their product on store shelves and increase their brand's
visibility at retail."
Impact FX thin film dimensional products can be printed and
converted in-line, eliminating secondary manufacturing processes. In addition
to product packaging enhancements, applications include in-pack premiums,
pressure sensitive labels, tip-ons, dry release labels, hang tags, neck tags, and
overwrapped in-pack premiums.
While lenticulars have been available for some time, Tessa
Boettner, IGH marketing manager for retail graphics and specialty print, told Packaging Strategies that two things
distinguish this new product:
Due to the printing processes
used, it is now time and cost-effective to run high-volume orders.
Unlike thicker lenticular
lenses, the thinner, flexible Impact
FX is suitable for automated applications which make inline packaging
enhancements possible.
“The possibilities for incorporating motion and depth
effects into visual brand identity are endless --- key brand elements appear to
“float” on a separate dimension against an ultra-deep background, literally
bringing the brand closer to the shopper,” Boettner said.
Boettner explained that brand owners and designer can create
graphics that include depth effects through the use of a patterned background
and one-color animations capable of producing motion effects. Printing can
include four-color process or spot colors.
Brand marketers are seeking ways to make their
brand/products stand apart from the clutter on retail shelves. Said Boettner:
“There is an unquenched desire for increasing shelf impact at the point of
purchase, and Impact FX adds that ‘blinking light’ to a package, enhancing the
design of a package without compromising valuable brand equity and
real-estate.”
Packaging Strategies’
Perspective: Adding an eye-catching dimension to
package graphics makes sense if it serves as a tipping point to gain consumers’
attention at that critical point-of-sale decision time.
