Imagine walking down an aisle at a local grocery store. As you’re wandering through a sea of colorful packaging, one item stops you in your tracks. It catches the light just right and you’re enticed to pick it up. This is the dream scenario for a consumer-facing brand.

Sydney Willis, director of sales and marketing, LSINC, explains that if a consumer picks a product off the shelf to touch it, they’re more likely to put it in their cart and, in turn, more likely to complete the purchase.

“Once someone touches an item in a store, they have perceived ownership,” she says. “Embellishments like raised UV engage the consumer on a different level than a flat printed piece — whether it be a label or a box.”

It’s not just packaging that can benefit from the impacts of embellishments, though. By adding enhancements to things like business cards, letterhead, book jackets, direct mail pieces, marketing materials, and product brochures, recipients can be engaged on multiple levels, whether it’s adding foil touches, metallic ink, spot coatings, tactile effects, embossing, debossing, diecutting, or making use of unusual substrates. So, what are the true benefits and considerations to make when offering embellishment capabilities? The first benefit is being able to keep up with the competition and adding revenue by offering a service customers want.

Ashley Roberts is the Managing Editor of the Printing & Packaging Group.

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