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There’s a simple way for brands to offer a window into the quality of their products. Window patching is important for visual merchandising. The enticement factor of window patching is what causes so many food brands to use this packaging technique. However, window patching also enhances packaging for beauty products, electronics, culinary items, and more. Ultimately, window patching works in any situation where showing off a product can get that product flying off the shelf. Take a look at the basics of patching together a display plan that includes window patching.

What Is Window Patching?

Anyone who has ever shopped has seen window patching in play. The process for creating window patching involves applying a thin plastic film over a custom-sized die-cut window that has been built into the packaging. One only has to think of how tantalizing a boxed pumpkin pie, batch of cookies, or collection of donuts can look when put on display inside a grocery store to know why this packaging method is effective. However, the same sensory satisfaction created when window patching is used to show off baked goods can work with all boxed products. For instance, window patching used with high-end products conveys the idea that a brand is proud to showcase the product. Having the ability to see the product increases the customer’s desire to touch, hold and interact with it.

What Materials Are Used for Window Patching?

Films used for window patching are often made from plastic. Typically, that means polyethylene terephthalate (PET) and polyvinyl chloride (PVC). While these are the “default” materials, brands actually have many different options for using custom films that are ideal for different types of products. Here’s a glimpse at the different films used for packaging in various industries:

• Polypropylene: This is considered the go-to choice for foods. You’ll commonly see polypropylene film paired with paperboard boxes for baked goods, candy and snacks.
• Polyethylene: This sturdy, membrane-like material is commonly used for frozen foods.
• Glassine: This is the top option when packaging greasy foods due to its ability to resist structural changes caused by water, air and grease. Glassine is a smooth, glossy option that is translucent by default. However, dyes can be added to create custom finishes
• Polyolefin: Imbued with shrink-film qualities, this option is what you commonly see on pizza boxes with windows. It’s also used for various foods and treats.
• Foil Lamination: Using both ferrous and non-ferrous materials, this technique creates a strong vapor barrier while preserving product integrity.

The process for making packaging with window patching is completely custom based on the specifications of the base package being used. First, the film is molded to the necessary shape. Next, a drying process helps the film adhere to the box for added protection. The specifics of the application process vary based on the type of film material chosen.

Comparing PET Plastic and Vinyl for Window Patching: Which Option Is Better?

Both PET and PVC offer benefits for keeping merchandise safe and secure. However, brands may pivot to one choice based on the specific needs that must be covered for product integrity. PET is considered a lightweight, cost-effective choice that is sturdy enough to protect contents from a reasonable amount of exterior pressure. PET Is also a food-safe option that works beautifully with everything from baked goods to candies. In addition, it is generally considered appropriate for all other consumer products.

PVC film is considered a more durable option than PET. It’s often used for window patching with high-priced items. Durable and thick, PCV is generally considered to be resistant to both tampering and natural elements. While PVC does help to protect items from moisture damage, it’s not considered impervious to wetness. Exposure to extreme amounts of water and UV rays can certainly cause degradation and damage. The downside to PVC is that it’s not considered an eco-friendly choice compared to some of the other options out there. It’s also important to know that PVC is only appropriate for non-food consumer products.

How Can Brands Choose the Right Film for Window Patching?

A full study of a product is necessary to determine the right type of film for window patching. Brands need to align both the physical needs and market positions of various products in order to choose the option that provides the most value. Take a look at the core considerations when choosing window patching for all types of food and consumer products.

Window Size

The general rule to follow with window patching is that larger windows require harder, stronger films. A larger window has larger “weak fields” than a compact window. Brands can fortify windows with surface gluing if there is a concern about keeping windows intact. Small windows generally work nicely with thinner, softer films.

Film Strength

Premium and high-ticket products require rigid window patching that would be difficult to breach casually without excessive effort and force. This is especially important when it comes to “personal care” items like medical products, cosmetics, and supplements. Fitting a window with a strong film requires a design with high tensile strength. This is where package engineering and application become essential.

When window patching is being applied for high-end goods, the process should only be done using patching machines that are capable of gluing the window directly to the paper material for a tight, even seal. The film is generally laid over the glue after being cut to the right size. The reason why machine patching is preferred over manual patching comes down to consistency for quality control. This is also an efficient, cost-effective method compared to manual application.

Stability of the Product

Stability is highly connected to temperature and humidity. Both factors can alter the stability of packaging film. Brands should consider the chemical changes that can occur when hot or steaming items are placed inside packages during processing. Unfortunately, inferior films can easily fog, crack or wrinkle due to temperature and humidity changes. Items that will be flash-frozen may need very specific seals that protect the integrity of the contents while preserving the appearance of the packaging.

Shipping Journey

Risks for tearing and bursting are especially high when products are shipped and handled by third parties. Brands that ship food products take a loss every time packaging fails because many foods must be automatically discarded by vendors as soon as a seal is compromised. When items are shipped directly to consumers, a broken seal undermines the customer’s confidence in the quality and safety of the food. This results in unnecessary returns that often total 10% of all sales.

Non-food products can often be sold after packaging seals are breached. However, this situation still comes with its fair share of losses. In some cases, a breached seal can cause components and accessories to escape from the packaging. This can render the product unusable. There’s also a risk for damage during transport when seals are broken. Even a product that gets through a packaging breach unharmed will still have reduced value. Stores are unable to sell products with damaged packing at full price. Products that are shipped directly to consumers with broken or damaged seals create negative product impressions. Many customers consider a product damaged if the packaging is damaged.

When Should Brands Consider Window Patching?

First, any soon-to-be-launched food brand should absolutely prioritize window patching as an integral part of showcasing products. Brands in any category planning packaging makeovers should also consider window patching if the goal is to make stronger connections with customers at the sensory level. Window patching shows consumers that a brand is proud to show off a product. Window patching is one of the best tools for creating customer confidence because it:

• Provides visual access to a product.
• Allows buyers to “size up” product condition before making a purchase.
• Keeps products protected.
• Keeps products fresh.

Getting a window into the benefits of window patching doesn’t have to be overwhelming for brands. With so many different patching films and techniques available, it’s important for brands to work with trusted experts to find safe, value-adding, and cost-effective options for their products. Contact us today for a consultation with our team!