Folding carton printing generates smiles—and purchases

Striking cartons for P&G’s Crest whitening therapy toothpaste and Elizabeth Arden's Jennifer Aniston Chapter One perfume win awards for Diamond Packaging.

Elizabeth Arden's Jennifer Aniston Chapter One packaging.
Elizabeth Arden's Jennifer Aniston Chapter One packaging.

Most of us have heard or read research indicating that consumers make purchasing decisions within seconds when they’re shopping. That puts considerable pressure on a product’s package; in particular, its graphic appeal.

Two cartons—one for Procter & Gamble’s Crest 3D White Whitening Therapy packaging, another for Elizabeth Arden's Jennifer Aniston Chapter One perfume—are so appealing they just might cause consumers to purchase them. So it’s understandable if that makes Diamond Packaging smile, given its Aug. 30 announcement that it had earned packagePRINTING Excellence Awards for the packages.

Diamond won First Place in the “Sustainability—Folding Cartons” category for the Crest 3D White Whitening Therapy packaging. The folding cartons were converted utilizing Clearwater Candesce® SBS paperboard, cold-foiled and offset-printed in six color inks plus UV matte, and UV gloss spot coating. The coating is registered to the holographic hot foil stamping pattern and provides a striking contrast to the overall matte finish surrounding it.

Overprinting transparent inks over cold foil creates shimmering metallic effects on the Crest logo. The foil-embossed Crest logo and hexagon patterns, and the debossed Whitening Therapy copy accents were designed to add dimension and provide an upscale appearance unique to personal care products.

Previously, P&G’s Crest 3D White Luxe Whitestrips carton featuring a trapezoidal structural design won a Gold Award in the 71st annual North American Paperboard Packaging Competition.

Diamond Packaging, a designer and manufacturer of paperboard and plastic folding cartons, countertop displays, blister cards, and sample packaging, and a provider of contract packaging services, also won Second Place in the “Sustainability—Folding Cartons” category for Elizabeth Arden's Jennifer Aniston Chapter One packaging.

In this instance, the folding cartons were converted using FSC-certified Iggesund Invercote G paperboard, cold-foiled, and offset-printed in four-color process plus two special color inks, in-line with UV matte and UV gloss coating. Again, the spot coating on the logo and overall gloss coating on the rear panel deliver contrast to the surrounding matte finish.

Overprinting transparent matte gold ink over cold foil creates satin metallic effects on the front and top panels. Registered-embossed and blind-embossed logos combine with an overall embossed herringbone pattern on the side panels to add dimension and contribute to the carton’s visual and tactile presentation. The combination of color and textures aim to beautifully complement the design of the primary container inside, which is a uniquely curved glass flacon with a matte gold cap.

Diamond Packaging refers to the packagePRINTING Excellence Awards as “the industry's only competition recognizing the highest level of printing quality and technical achievement across the full range of packaging segments—labels, flexible packaging, folding cartons, and corrugated cartons.” It says winners were chosen from hundreds of entries submitted in over 40 different categories. Entries were judged on print quality, functionality, and secondary converting and finishing attributes.

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