In such a crowded marketplace, our customers are increasingly relying on packaging and printed materials that not only protect their products but also captivate their consumers and reinforce their brand identities.
Thanks to incredible advancements in printing and packaging technologies – many of which have been embraced fully by the team here at Hallmark Labels! – the sky is virtually the limit when it comes to creating bespoke branded labels and packaging that is practical yet still visually appealing.
Here’s a brief look at some of the finishing techniques you can use to jazz up your printed merchandise and set your packaging apart from everything else that’s in circulation at the moment.
A closer look at popular printing techniques
Offset printing
Offset printing involves transferring ink from a plate to a rubber blanket and then onto the printing surface, typically paper or cardboard. It’s best for high-volume printing projects and is very cost-effective for these larger runs (although not so much for smaller orders) – plus, it guarantees results of a consistently high quality.
You can use a wide range of colour options and materials, so there are very few artistic limitations with offset techniques.
Digital printing
Digital printing uses digital files instead of physical plates, allowing for direct printing onto substrates. Thanks to its fast turnaround times, ability to print personalised names or codes, and general affordability, we often recommend this print method for low to medium-volume projects, including promotional materials, labels, and custom packaging.
You might see print of a slightly lower quality for some applications, but it’s a brilliant all-round option for most of the businesses we partner with.
Flexographic printing
A modern version of letterpress printing, flexography uses flexible plates to print on various substrates, including plastics and metallic films. It’s often our go-to technique for our labels, plastic bags, and corrugated cardboard mailing boxes.
Flexographic printing works well on non-porous surfaces and can cope with the durable inks that are needed for food-safe packaging. Despite its many advantages, you will need to bear in mind that the cost of creating the initial plates can be quite high.
Varnishing
Varnishing involves applying a clear coating to printed materials to enhance their appearance, protect the surface, and provide a unique finish. Not only will it give your packaging a beautiful boost, but it will also keep it clear from scuffs, scratches and fingerprints, all of which can take the shine off products that are subjected to a lot of handling.
Several types of varnish can be used to create the look you’re going for:
- Gloss varnish produces a shiny finish that makes colours appear more vibrant. It’s commonly used for high-impact marketing materials like brochures or premium product packaging.
- Matte varnish delivers a smooth, non-reflective finish that exudes sophistication. It’s an excellent bet for luxury packaging and products with subdued, elegant designs.
- Spot varnish works by applying varnish selectively to specific areas of the design. It’s an easy yet effective way to draw attention to logos, images, or text.
- UV varnish is a type of spot varnish that’s cured with ultraviolet light for a raised, glossy effect. Again, it adds a premium feel to packaging, making it ideal for high end cosmetics and other decidedly luxury goods.
Lamination
This technique involves applying a thin plastic film to the surface of your packaging materials to enhance their durability, improve their texture, and add aesthetic appeal. Protecting against general wear and tear, lamination also increases the packaging’s resistance to moisture, which could potentially increase the item’s lifespan.
Like varnishing, there are several kinds of lamination available:
- Gloss lamination creates a reflective, shiny surface. It’s perfect for packaging that needs a bold, vibrant look, particularly those on food and beverage products, which can often get lost on cluttered shop shelves.
- Matte lamination produces a velvety, non-glossy finish and is typically used for high-end products like luxury goods or premium retail packaging.
- Soft-touch lamination adds a velvety texture with a subtle matte appearance. It’s often applied to perfume boxes for added tactility.
Foil stamping
Foil stamping is a printing process that uses heat and pressure to transfer metallic or pigmented foil onto the packaging surface, creating a shiny effect. Foil stamped surfaces will maintain their stunning appearance over time, making them one of the more durable choices.
- Metallic foils – including gold, silver, or copper foils – create a reflective and opulent appearance that’s well suited to gift boxes and other celebratory packaging.
- Holographic foils give us that prismatic, rainbow-like effect that will catch your customers’ eye in a more subtle way.
- Matte foils can help you achieve a subdued, elegant look with minimal shine, and are worth experimenting with if you want to create luxury packaging with an understated look.
- Pigmented foils are available in a variety of colours beyond the standard metallic shades, enabling more creative options for brands that are willing to be more playful with their designs.
Embossing
Embossing raises specific elements of the design above the packaging surface, resulting in a three-dimensional effect.
A metal die is pressed onto the material to create the raised impression. Embossing is often combined with foil stamping or varnishing for a more dramatic effect, especially if a certain element needs to stand out (like a logo).
- Blind embossing doesn’t involve any ink or foil; it’s purely about raising that surface for visual effect. It’s a good technique for logos or overly decorative patterns.
- As its name suggests, foil embossing combines embossing with foil stamping to create a raised, metallic design. It’s often seen in luxury branding and premium packaging.
- Registered embossing aligns embossing with a pre-printed design to enhance specific elements.
Debossing
The opposite of embossing, debossing creates an impression that is recessed into the packaging material. A metal die is pressed onto the material to push the design inward and create a one-of-a-kind visual and tactile contrast on the product.
- Blind debossing relies on the material itself to create the necessary recess.
- Foil debossing combines debossing with foil stamping for a metallic shimmer.
Die cutting
A firm favourite for bespoke swing tags in particular, die cutting involves cutting, shaping or perforating materials like paper, cardboard and plastic. It allows for creative packaging solutions that go beyond standard box shapes.
A custom metal die is created in the desired shape, then the die is pressed against the material using a cutting machine. There are several different types of die cutting, but the most popular are the standard technique (which can be used to create simple shapes and patterns) or laser die cutting (for more intricate cuts).
Combining print techniques for maximum impact
Though some of these methods work amazingly well on their own, you do of course have the option to experiment with different combinations to achieve the look you’re going for.
For example, you might want to pair the smooth background of a laminated surface with the glossy finish of spot UV. Or, you could add a softer texture to a debossed element to give your item the illusion of extra depth.
Overwhelmed by choice?
As experienced printers, we know what kinds of techniques work best for certain items, and which methods are likely to fall flat. So, if you’d like some artistic direction for your labels or product packaging, please get in touch with us ASAP.
