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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.