With the development of hardware and software technology, metal effects are easier to obtain than ever before. What do you need to know to gain more business?
The high-end effects on printed materials, such as hot stamping or metal effects, seem to be just luxury brand items that only appeared yesterday. The process of creating these effects is both costly and time-consuming, so only brands with budget and influence, such as high-end cosmetics brands, will truly use these effects.
However, with the explosive innovation of digital embellishment technology, all of this is beginning to change.
In terms of hardware and software, the metallic effect of printed materials is easier to obtain than ever before, opening the door to creativity for brands of all sizes and types, making them stand out. Not only packaging, but also effects such as direct mail, brochures, and lawn signs are constantly emerging.
Several advancements have particularly promoted the development of metal effects in the printing industry and will drive more significant growth in the coming years.
Metal media is often used to add a touch of elegance to signs and packaging graphics. The advancement of UV printing technology has given birth to special media and substrates, making it easier to obtain metallic effects. "The appearance of metal ink can be replicated using substrates with metallic luster. These materials include aluminum foil, paper, and vinyl materials, as well as harder materials, providing a substrate that can naturally reflect light... In addition to traditional metal appearances, reflective and holographic materials can also create dynamic and eye-catching effects that vary with the audience's perspective and lighting conditions."
The application of white ink allows for a larger display space for reflective materials. Mark Geeves, Sales and Marketing Director of Color Logic, said, "White is the new gold. In the past, pushing white ink into the printing head encountered many problems, but with modern white ink, we see more and more people turning to printing white ink on reflective materials. There are not as many problems with mixing and clogging, and it looks better."
He pointed out that white ink is becoming easier to use on various printing machines, cleaner and brighter, with increased opacity and good adhesion. Nowadays, many times, you can print CMYK on white and then print CMYK on it - there are many interesting things happening.
Innovation is not only reflected in ink, substrates, or hardware. We also need to consider software, and the progress in software is equally significant. Brooks pointed out, "The quality of an image depends on RIP... Effective RIP can optimize design for specific media and create impressive effects by maximizing the effects of existing materials and the capabilities of printing machines."
Although discussing technological advancements that make metal effects easier to achieve is a good thing, what will it look like in practice?
The metallic effect is not only applicable to packaging. Using metal effects to create eye-catching wall decorations can help brands define space in innovative ways.
Houston Sticker, headquartered in Houston, Texas, has witnessed the development of metal effects in recent years. Founder Roy Garcia pointed out, "Our main application is to help customers promote the company's branded products, including label printing and QR code stickers. 25% of our customers use metal effects, and some customers also heavily use metal effects."
Jeff Parker from 24 Hour Signs in Saskatchewan, Canada has done less work, but his application is not the typical metal job you might think of. He pointed out, "Our main products are various sizes of Coroplast and HIP (High Impact Polystyrene) signs. We produce inserts for A-frame, fence signs, and lawn signs... I think less than 5% of our applications use metal materials."
In practice, Parker pointed out that most of the metal effects he sees come from printing on reflective vinyl. "However, we also offer metal effects by printing on a single color using glossy ink on UV, creating a dual color that looks metallic."
Everyone agrees that one of the most challenging steps in achieving good metal effects is the initial design and document setup. The Pantone guide commonly used by designers for obtaining metallic colors is printed on an offset press, and the colors are not accurate. What printers must do is print their own color books, which will be printed on the same printing machine as the job, using not only CMYK but also all coatings and effects.
Garcia agrees with this viewpoint and points out that the most challenging part of the metal effect for his business is the setting of documents. "When you layer different assignments, you must pay attention to all aspects of the settings so that you don't forget to specify spot colors or add glossy effects. You need to pay attention to details and ensure that all steps are ready to achieve a perfect printing effect."
Any suggestions for wide format printers users who intend to add metal effects?
Garcia said, "First, find an excellent supplier with inventory of metal media. Once you start offering metal effects, you may find that you need to return to the supplier more frequently and immediately invest. Start making printing samples for your top customers. Make sure to post your work on social media. Take another step and help your business stand out by incorporating metal effects."
Secondly, Parker said, "Practice, practice, practice again. It's difficult to achieve this, but once you do it, nothing can match it. The metallic effect, like any other form of decoration, can be stunning if used properly. People like to shine - it's that simple.".
Next, Brooks pointed out that it is important to remember to have suitable partners to fully support new applications. "At any time, users are leveraging new features to expand their business. When it comes to integrating new technologies and methods into existing workflows, it is always beneficial to collaborate with companies that will accompany you at every step and strive to ensure your success. This may not be the cheapest initial choice, but the return will be greater when you have a 'partner' relationship rather than a 'supplier' relationship."
Geeves said, "Do it first, don't wait for work with metallic effects before showing them things they didn't think of. Show them that you can create unique works - people will remember these works. When it comes to embellishments (such as metallic effects), it's not about return on investment. It's about customer feedback. Can this product make the brand unique?" He suggested making unique samples, showcasing different metallic effects and substrates, and even using customers' old works if possible, to let customers understand how metallic effects can improve promotional activities, increase brand awareness and recognition.
