What do you want your packaging to do for your brand? If you're like most entrepreneurs, you want packaging that stands out on the shelf to differentiate your products from those of your competition.

Creating great-looking packaging is essential to drawing eyes toward your products. That means that the packaging you choose has to go beyond being merely functional. Your packaging needs to protect what's inside while also being eye-catching.

Plus, it's critical that your packaging looks good even after it's been on the shelf for days or weeks. You don't want it to look worn or be covered in fingerprints.

One component of packaging that you can emphasize to make your brand's products stand out is the coating. For many start-ups, the coating is an afterthought. They are focused on making packaging that is appropriately sized and made out of a material that will offer adequate strength and protection for the items inside.

They will also spend quite a bit of time deciding on colors, graphics, and ensuring that the company's name and logo are highlighted on the box.

You might think that's where the story ends, but you're not quite there yet. It's still necessary to select a coating that will go over the entire box when everything else is in place.

Are you feeling overwhelmed yet? That's OK! At Mid-Atlantic Packaging, we've been in the business of helping brands of all descriptions design packaging. We can help you decide on everything from the material to the colors that you'll use and even the coating. If you have any questions, just ask. We're always here to help.

Coating Choices

It's probably best to start by providing an overview of the various types of coatings and finishes that are available. The broad categories include:

• Lamination
• Gloss varnish
• UV finishing
• Aqueous finishing
• Matte lamination
• Specialty coatings

Let's examine each one and how they generally are used.

Lamination

Lamination may be applied to paperboard and corrugated cardboard packaging as well as other materials. Brands select this coating because it can make the packaging stronger and more durable. It's accomplished by bonding a layer of clear plastic onto the printed medium of the box. Frequently, lamination is applied to both sides of the material so that the entire piece is encased in a protective covering. A laminate finish also can make colors stand out more, so it can be a great choice if you want to emphasize your brand's signature hues.

Gloss Varnish

This is a striking choice whether it is applied over the entire package or only in a concentrated area. A gloss varnish coating enhances the depth and saturation of the colors on your packaging. It even dials up the contrast in images, giving them sharper edges. Boxes that are given a gloss varnish offer excellent protection against rub-off, but it is possible that you will see a bit of fingerprinting whether the colors you use are light or dark. It's also wise to keep in mind that this coating can create glare because of its reflectivity. This can make it harder to read text on the packaging in some lighting conditions.

UV Finishing

A UV coating may be applied to packaging offline using a converter or finisher. Alternatively, UV coating is added inline by printers. Rollers, a blanket, or a screen are used to apply the liquid coating to the surface. The coated cardboard is then exposed to a strong ultraviolet light that polymerizes and hardens it. Occasionally, a UV coating will cause some colors to shift a bit, and some of them may give off a peculiar odor.

UV coatings are available in the following finishes:

• Gloss
• Matte
• Pearlescent
• Orange peel

Gloss UV coatings sometimes can be added to certain segments of a package or across the entire surface. This process gives the highest possible gloss. The matte UV coating can be applied in spots or to the overall package. This finish can be prone to fingerprinting, so keep this in mind before you make a decision.

Pearlescent UV coatings give a truly special and eye-catching finishes on catching. This is because they have tiny flecks of metallic silver, blue or red. If you're looking for something unusual and beautiful, pearlescent UV coatings can be an excellent choice.

If you go with orange peel UV coatings, you'll be adding an interesting tactile experience to your packaging. Orange peel finishes are just slightly raised, providing them with an unusual look and feel.

Aqueous Finishing

These coatings are extremely popular because they are versatile and inexpensive. As the name suggests, these coatings are water-based. A rubber blanket is used to apply them inline on a press unit. Aqueous finishing provides excellent protection against fingerprints and other imperfections. Additionally, brands tend to appreciate that aqueous coatings are more environmentally friendly and less likely to yellow than some other coatings.

Another reason to choose aqueous finishing is that it dries faster than varnishes. This shortens turnaround time, which can be critical when you need a run of packaging in a hurry. No spray powder is required with aqueous coatings, and the ink is sealed from the air, which means that metallic inks will not tarnish.

Packaging industry experts have discovered that some colors may shift under an aqueous finish. These colors include purple, violet, rhodamine, reflex blue, and PMS warm red. This shift may occur within moments of the finish being applied. On the other hand, the shift may not occur for months or even years.

Keep in mind that this coating is based on water. To prevent distorting, wrinkling, or curling the package, it is wise to choose paper that is at least 80# or heavier.

Like other coatings, you have a few options when it comes to aqueous finishing. A gloss aqueous finish typically is applied over the entire package. While it is possible to apply such a finish to only a portion of a package, doing so requires cutting a press blanket, which can be quite costly. Using a gloss aqueous coating only in certain portions of the package also does not give lines that are as sharp and clear as those that can be achieved with a varnish. One of the main reasons for choosing a gloss aqueous finish is that it can help to minimize the appearance of roughness and flaws in more affordable paper choices.

If you are looking for a finish that is highly resistant to scuffs, you may want to opt for a matte aqueous coating. Typically, you will see this finish being applied to the entire package. Images may look softer and flatter beneath this coating.

Satin aqueous finishes are a popular choice for brands that don't want to commit to either gloss or matte. A sensible compromise, satin finishes offer excellent protection and a nice sheen that doesn't overwhelm.

Soft-Touch aqueous finishes are specialized finishes that are applied via a metering roller. This process creates a suede-like finish that is ultra matte. If you're looking for something that is unusual and gorgeous, this may be the way to go.

Matte Lamination

This is a process that is similar to ordinary lamination. However, the finish is matte rather than glossy. Matte lamination frequently is chosen by upscale brands that want to give their packaging a tasteful and elegant finish. It is possible to add spot UV or foil imprinting to this finish to give it an extra-special touch.

Specialty Coatings

Are you looking for something that's really different from what the competition is using? If so, then it may be worth considering one or more specialty coatings. Keep in mind that specialty coatings tend to cost quite a bit more, so you need to have a fairly liberal packaging budget. However, the brands that choose these finishes typically are very happy with the results, and so are their customers.

Typically, if your brand is going to opt for a specialty coating, it is wise to do so in a relatively large run. Examples of specialty coatings may include textured paper, embossing and debossing, glitter, pearlized coatings, foil stamping, reticulation, or even scents.

Things to Consider Before Choosing

There are many types of coatings available, which can make your choice difficult. Consequently, it is helpful to have a few guidelines to work within.

For instance, it is essential to consider the quality and options that are available against their various costs. UV finishing is always more expensive than aqueous coatings. Nonetheless, there is no denying that it offers a superior appearance to all applications. The extra cost of UV finishing absolutely may be worthwhile when you compare what you want with what your competition is doing.

It's also worth giving special attention to durability. Is it likely that many people will handle your packaging before the item is sold? If so, then it may be wise to go with a UV finish that is less prone to fingerprints. Opting for a Soft-Touch coating provides an expensive look and feel, but it is prone to scuffs unless you ensure that several layers of coating are applied.

Another critical consideration is fingerprinting. Certain gloss and matte finishes have a knack for showing off the fingerprints of every person who ever handled the box. Once again, if you have reason to believe that many people will be handling your packaging before it is sold, it might be a good idea to choose a coating that is not prone to fingerprints.

Odor emanating from the coating is not always a problem, but it can occur from time to time. This can be a problem with some UV finishes, but if you go with a more reputable provider like Mid-Atlantic Packaging, chances are good that you don't have to worry about your packaging having an unpleasant smell.

When Is Coating Needed?

It is not absolutely essential that all packaging be coated. In fact, you may not see a need to coat your corrugated shipping boxes at all. At the same time, you may want to add a coating to the primary packaging for your products. That's because the coating provides additional protection while also enhancing the packaging's appearance.

Also, consider going without coating anything on which you will need to write. The coatings definitely can affect the material's ability to accept ink.

Enhance the Appeal of Your Packaging

Why add a coating to your packaging? Most brands choose to do so because it makes their packaging more visually appealing. Some coatings make colors look deeper and more saturated. It's also possible for some finishes to make images look sharper and more defined.

Coatings also make packaging sturdier and better able to stand up to the strain of shipping and being handled at the store.

Contact Mid-Atlantic Packaging today to get a custom packaging quote.