Effect Pigments and Metallic Effects printed on Packaging · • Packaging is the growing segment in the Graphic arts market • Packaging has and will further develop important functions

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Dr. Sascha Stempel

Effect Pigments and Metallic

Effects printed on Packaging

Effect Pigments and Metallic Effects printed on Packaging

Dr. Sascha Stempel Eckart GmbH

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Dr. Sascha Stempel



Eckart Effect Pigments (member of Altana) Global Footprint

ECKART Germany

Güntersthal, Wackersdorf

ECKART Pigments

Pori, Finland

ECKART America

Painesville, Ohio

ECKART Italia

Rivanazzano

ECKART America

Louisville, Kentucky

ECKART Zhuhai

China

ECKART de Mexico

Tlalnepantla, Mexico

ECKART France

ECKART Benelux

ECKART UK

ECKART Shanghai

China

Aldoro Brazil

(39% Beteiligung)

Production, sales office

Sales office

ECKART Suisse

Vétroz, Switzerland

ECKART Asia

Ho Chi Min City

ECKART Asia

Hongkong, China

ECKART America

Schererville, Indiana

Eckart

~ 1900 employes

~ 340 mio € turnover

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Dr. Sascha Stempel



• Motivation for the printed metallic effect

• Market overview Graphic Arts

• Examples and reasons for Metallics on packaging

• The physical basics for the Metallic effect

• Pigment technology behind the printed Metallic effect

• conclusion

Effect Pigments and Metallic Effects printed on Packaging Agenda

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Dr. Sascha Stempel



• Packaging is the growing segment in the Graphic arts market

• Packaging has and will further develop important functions such as protection of goods during

transport and storage but is also adding other important functions to the packed goods

• Customer attraction and Branding is key to packaging design in nowadays supermarket shelves

• Together with light one of the most exciting effects in packaging is the metallic effect the typical

flop from dark to light and the high reflection causing attractiveness and a high level of attention

for the packed goods

• Metallics – traditionally coming in silver or gold – but can also used as tinted versions – give

packaging regardless of their material a higher quality perception and a taste of luxury

• Metallics can be printed in all quality levels in all industrial printing processes

• Printed Metallics provide the packaging industry and the Brand owners an extremely flexible

access to improve the attractiveness of their packaging

• Printing Metallics widens the colorspace on a standard printing press significantly without any

hardware investment

• Process knowledge about printing Metallics is a must for all future oriented printers

Effect Pigments and Metallic Effects printed on Packaging Motivation

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Dr. Sascha Stempel



Transactional+3,7%

Security+2,2%

Directories-3%

Catalogues- 3,9%

Books-2,2%

Newspaper-3%

Magazines-0,6%

Advertising+0,1%

Commercial+0,9%

Labels+3,7%

Packaging+6%

Global printing revenues 2011 (Total 570 billion €)*

* Source: The Future of

Global Printing Markets.

Forecast to 2016 (Pira)

Trend 2011- 2016

by Printed Product:

Effect Pigments and Metallic Effects printed on Packaging

The Graphic Arts Market – Market Size by Printed Products

Growth

Stagnation

Decline

CAGR 2011/2016:

1,3%

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Dr. Sascha Stempel



Packaging (Protection) of goods is one thing – but differentiation is key 1 Product – Differentiation by packaging

Original bar

Basic Packaging

Effect Pigments and Metallic Effects printed on Packaging Product Differentiation need for special effects like metallics

Limited Edition bar

Added Value Packaging

Miniatures

More Packaging

Celebrations

More packaging

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Dr. Sascha Stempel



We all work hard and we have to reward ourselves with luxury products Packaging produces the perception of luxury – metallics are an important part

Which one would you buy ? A luxury product A bottle of liquor

Effect Pigments and Metallic Effects printed on Packaging Value Add need for metallic effect

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Dr. Sascha Stempel



Flexible

packaging

Tissue

Corrugated

board

Folding

carton

Wet-glue paper

labels

Self adhesive

labels

Wallpaper

Pa

ck

ag

ing

L

ab

els

Industrial

Screen printing

Gift wrap

Publication

Effect Pigments and Metallic Effects printed on Packaging Market Segments

Quality and Luxury moments are comming true for

all segments with printed goods

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Dr. Sascha Stempel



Effect Pigments and Metallic Effects printed on Packaging Examples of printed Metallic effect on Packaging

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Dr. Sascha Stempel



Effect Pigments and Metallic Effects printed on Packaging The Physical basics for metallics

mirror 100 % reflection

matt (scattering) surface: 100 % scattering of light

Metallic effect: Reflection with some scattering

Physical backround:

What is behind the metallic effect?

A combination of reflection and scattering

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Dr. Sascha Stempel




Uneven surface

Higher aspect ratio

(thicker compared to diameter)

Lower orientation rate

More scattering

Reduced metallic effect

Even surface

Low aspect ratio

(very flat compared to diameter)

Good orientation

Good reflection

Good metallic effect (mirror like)

Physical backround:

How do metallic pigments influence reflection & scattering?

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Dr. Sascha Stempel




Cross cut of a printed metallic ink layer

Cornflake Metalure

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Dr. Sascha Stempel



Effect Pigments and Metallic Effects printed on Packaging Pigment Technology and Printed Metallic effect

Uneven surface

Higher aspect ratio

(thicker compared to diameter)

Lower orientation rate

More scattering

Mat metallic effect

Even surface

Low aspect ratio

(very flat compared to diameter)

Good orientation

Good reflection

Good metallic effect (mirror)

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Dr. Sascha Stempel




Cornflake

Silver $

Platinum $

Metalure

10 µm

10 µm

10 µm

10 µm

Physical backround:

What are the pigment types behind the

effect?

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Dr. Sascha Stempel




Cornflake Silver $

Platinum $ Metalure

Surface print on cardbord/paper

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Dr. Sascha Stempel




Cornflake Silver $

Platinum $ Metalure

Reverse print on film

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Dr. Sascha Stempel



• Basic understanding of the pigment technology behind the Metallic effect is key for the creation

of metallic packaging concepts

• The examples showed clearly that rough surfaces create less metallic effect than very smooth

ones with being true for the pigment surface and for the substrates printed on

• In the metallic pigments world there are several quality levels enabling the user to exactly create

the effect level depending on the technical and economical needs

• There are Pigments and printing inks on the market that allow the creation of a wide range of

efficient and flexible packaging concepts with effects similar to metalized substrates

• Materials suitable for Food Packaging are available or in the not yet covered segments under

development

• Printed Metallics are an available and proven alternative to metalized substrates that could show

advantages in efficiency, flexibility, design and sustainability

Effect Pigments and Metallic Effects printed on Packaging Pigment Technology and Printed Metallic effect Conclusion

Effect Pigments and Metallic Effects printed on Packaging · • Packaging is the growing segment in the Graphic arts market • Packaging has and will further develop important functions

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