Inside Design: The Power of Paper
The right paper can transform a package.
A BriteSmile box is finished in silky paper fortified with scuff-resistant rubber. By Marie Redding, Senior Editor
Paper has so much potential. Its most frequent use in the beauty products industry is for folding cartons, where brightness and weight are the traits usually tailored to convey brand image. But other qualities, such as paper texture, can play an equally important role in packaging. Papers with special finishes, for instance, can appeal to the sense of touch. Security measures can also be built into paper. And paper can be a cost-effective alternative to fabric.
One of the most unique ways we've seen a paper used recently is for the box containing the personal care product, BriteSmile To Go. We have also found some other examples of new types of paper. We hope you'll be inspired to think of ways to use them in packaging.
A Paper as Smooth as Silk
BriteSmile To Go is an at-home teeth-whitening kit. Its formula is housed inside a patented click-pen applicator. Clicking down on the top button with a thumb releases a bead of gel formula onto the applicator brush's bristle tips. This teeth-whitening pen is packaged inside a hinged box, surrounded by pearly-white padding. One of the things that make this navy blue box so luxurious is that its outside feels like silk.
With so many teeth-whitening products on the market today, differentiating BriteSmile To Go from others was very important to the brand. "We were definitely looking for a unique type of package. After we decided on the click-pen applicator, this box was perfect," says Chris Edwards, vice president of marketing for BriteSmile.
FiberMark's paper elevated the box to the prestige level the brand was seeking. BriteSmile's one-hour, in-house treatments are known for being serious, professional procedures, and the packaging for its at-home treatment reinforces that image. The company is also well aware that one of the keys to successfully marketing a product connected to a service is to have a consistent brand identity. BriteSmile To Go is completely in line with the upscale look of the BriteSmile Whitening Center on West 57th St. in New York City.
The BriteSmile team worked closely with FiberMark. Edwards and his team looked at different types of paper to find one that would help produce the most premium package. FiberMark's paper was chosen because of its silky texture. "When we first saw it, it reminded us of a silk tie," says Edwards.
"It is a highly engineered paper saturated with latex," explains Gary Baker, vice president of FiberMark's packaging strategic business unit. FiberMark supplies the paper on flat sheets, and then the box manufacturer applies it. Since the paper is basically fortified with rubber, it takes on those qualities. Baker explains: "It is extremely durable and scuff resistant, making it the perfect choice for a high-end product."
The Feeling of Suede
Another one of FiberMark's packaging materials is called Shadow by Corvon. The paper has a thermoreactive coating that changes color when hot stamped. The color of the hot-stamped portion remains the same as the paper color, but slightly darker, forming what looks like a shadow. It also feels like suede. FiberMark realizes the importance of appealing to the sense of touch. If a product looks like it feels interesting, it encourages the consumer to pick it up. "Once a customer picks up a package, you're half way to making the sale. This is why we are making many of our papers more tactile as well as visual," says Baker.
Candy Colors for Smart Papers
Making a package more visually appealing can also be achieved with the right choice in paper color. The Kromekote Candy collection was launched by Smart Papers in May, marking the largest-ever expansion of its flagship, ultrapremium, cast-coated printing paper line. The collection consists of new deep colors, foils, metallics, and pearls. In addition to the vibrant colors, there are four textured options.
"Kromekote Candy is eye candy for the creative mind," says marketing director Tom Kleimeyer. "Designers have been telling us it inspires them." Its swatchbook was created by St. Louis design firm Kuhlmann Leavitt Inc., which also worked closely with Smart Papers on the development of the product line. Owner Deanna Kuhlmann-Leavitt says, "The paper brings something to the table before a dot of ink is ever applied, generating savings on typical press costs for designers and their clients."
MeadWestvaco's Unbleached Alternative
To achieve a really unique look, some high-end companies have been choosing brown, unbleached paperboard for folding cartons. KraftPak is the company's creative alternative to the smooth white look that has always dominated the luxury market. Known for its characteristic brown appearance, it can make a statement on a shelf. It supports demanding print production techniques and can be used with just about every type of decorating option. Bright colors also reproduce well on this type of board, with shade consistency. "When it comes to differentiating high-end products at retail, packaging that offers something new can make all the difference," says Tony Rozmes, segment manager. "Since many luxury products are packaged in bleached boards, KraftPak's aesthetically pleasing natural look may be just what a company needs to reach out to potential customers." MeadWestvaco has recently enhanced the surface of its Kraftpak folding carton board, making its printing surface smoother and improving graphic reproduction.
Another advantage is its durability, when considering the price. KraftPak is a low-density, high-yield paperboard, so it delivers significantly more cartons per ton than higher-density paperboards. At the same time, it has tear strength and stiffness characteristics comparable to higher-weight products.
Future Developments in Paper Technology
The next innovations in paper technology are most likely to be driven by special, practical needs, rather than by design needs, according to Chuck Klass of Klass Associates Inc. Klass is well respected as a consultant in the paper industry and as an adjunct professor at Western Michigan University, which is known for its Department of Paper Engineering, Chemical Engineering, and Imaging. Targeting counterfeiters is one area that brand marketers are extremely interested in right now, says Klass.
"With newer technologies, we can now incorporate low-cost holograms and various security measures onto paper," says Klass. He also feels that radio-frequency identification (RFID) technology will be more widely used and will affect the paper industry. "We can put RFID tags right in the paperboard carton. They will not only function as a device used to track inventory, but also as a security measure. The biggest challenge being worked on now is how to incorporate these security measures into paper and still maintain the ability to print attractive graphics," explains Klass.
Finally, new surface coatings for paper are in development. Paper and other outer packaging materials will still need to maintain the ability to be decorated in visually appealing ways, but will most likely have to incorporate more high-tech bar codes in the future.