Page 33 - Packaging News May-June 2021

May-June 2021 | www.packagingnews.com.au COVER STORY
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sensory appeal
So you need stamping dies for hot stamping in order to release the coating from the carrier and transfer it to the substrate? But you‘ve just mentioned fine structures, elevations and channels. What other effects can be created with the dies, apart from just transferring the colours? To explain the principle of stamping technology, let’s stick with the HERfection box, which combines a whole range of impressive embossing effects – areas with flat embossing and relief embossing are comple- mented by details with micro – and nanoembossing. With the latter, fine (micro) and very fine (nano) struc- tures can be embossed onto the sub- strate. Nanoembossing technology was developed by H+M and has been in use worldwide now for many years.
Visual and haptic stimuli can therefore be combined in a single embossing motif. For example, the HERfection box was decorated with oval relief embossing in the new trend colors. If you are looking for a discreet embossing decoration, you can opt for blind embossing. It does not require any colour at all; here, the embossing effect is achieved exclu- sively via the modified surface struc- ture of the packaging.
Embossing effects do not necessar- ily have to deform the substrate. Thanks to micro- or nano-embossing, it is possible to reproduce haptic structures only on the transferred coating. In this way, relief effects can also be realised on thin paper and in book and magazine printing.
A particularly impressive visual experience can be achieved with lenticular embossing: with the so- called flip effect, where the viewing angle determines which motif the observer sees.
This versatility sounds impressive, but how time-consuming and cost-intensive is such a hot stamping process? And how must the processor prepare for such a job? It’s really not difficult at all. The first step is to obtain drawings or design files from the customer of the motif to be embossed. Based on the file, we can then develop an individual
stamping die. At H+M, these are mainly made of brass, which is long lasting, can be engraved precisely and is easily recycled.
In order for the motif to develop its sensual effect, the embossing must have sharp edges. This is not always easy to achieve. Especially when motif parts for different embossing processes are close together or per- haps even flow into each other. For challenges like these, stamping dies must be worked with one hundred percent accuracy of fit. For this, H+M employs experienced programmers, who work with state-of-the-art CNC machines and lasers.
As challenging as precision stamping dies are to produce, they can be reproduced any number of times, and even if a large number of stamping dies are used in a single stamping run, this has hardly any effect on the time required. H+M designs customised set-up systems for this purpose. So finally, design and precise, innovative technology come together perfectly.
Just how essential sensory stimuli are can be felt when they are missing. The global virus crisis is currently making this clear to us. As humans, we want to use all our senses. This knowledge can take the packaging industry to the next level. ■
A key goal of packaging design is to make products even more visible and attractive at the point of sale. Packaging that seduces the consumer to touch it succeeds better than packaging that relies exclusively on visual effects.”
ABOVE: As challenging as precision stamping dies are to produce, they can be reproduced any number of times.
BELOW: HERfection encapsulates female energy, togetherness and empathy.