Today’s consumers are drawn to unusual and appealing packaging designs and formats that stand out. Inspired by this trend, Mondi has recently created a special 3D varnish with haptic effects for enhanced shelf appeal at point of sale. By applying the coating reverse on the surface of a flexible material, the effect resembles embossing with the advantage of an in-line process. This way the packaging stimulates human senses using haptic impressions, offering consumers a new dimension in terms of the shopping experience. By creating this “wow”effect, the new finish gives brand owners exciting opportunities to differentiate their high-end products at the point of sale.

From a technical standpoint, the process of applying the finish can be easily integrated into existing production lines, without any additional steps. The key to success is the special way in which the very high density coating is applied on the film in high thickness (achieving more than 50µm thickness). By doing so, Mondi’s new 3D varnish provides several benefits for both brand managers and their customers alike. To brand managers it is a big advantage as it allows them to highlight any image or logo in 3D. As a result, the brand’s image on the shelf can significantly stand out without extensive changes to the lamination process. On the other hand, end-customers enjoy impressive haptics on the packaging of their favourite products.

Oliver Sperber, Chief Innovation Officer at Mondi Consumer Packaging, comments: “Our committed application engineers were able to develop this innovative finish keeping in mind how important it is for brands to enhance their look and feel for consumers. At present, the majority of FMCG purchase decisions are taken in front of the supermarket shelf – a trend which is expected to continue over time. The 3D varnish is an example of how customers benefit from Mondi’s synergized research and development strategies, having its core competencies in areas such as plastic films, packaging, paper and coatings brought together under one roof.”