In 2020, as sustainability issues come to the forefront of the print decorating industry, the association commissioned a second study to be undertaken by the Georgia Tech Renewable Bioproducts Institute. The study demonstrates that foil decorated paper and board via foil stamping do not create problems in the recyclability/repulpability of paper and/or board in a common repulping process. “Having an updated study on the repulpability of foil-decorated paper/board was of high priority due to continued questions on metallic decorating and sustainability,” stated FSEA Executive Director Jeff Peterson. “We believe the release of this most recent study will help confirm that foil decorated paper/board is recyclable and repulpable.”
“Transforming Direct Mail with Print Embellishments.” The eight-page paper provides detailed information on why direct mail works in the overcrowded digital world and how direct mail campaigns have used foil, specialty coatings and other embellishments to enhance noticeability and response rates. Several experts in the field are quoted, and photos provide samples of a variety of direct mail projects using embellishments. The white paper concludes that by adding the vibrant tactile elements that can be experienced with foil, diecutting and other embellishments, a direct mail piece resonates with statistical ROI for the sender.
Two studies were conducted by the FSEA, in conjunction with the CUshop Consumer Experience Laboratory at Clemson’s Sonoco Institute, to observe the effects of high visibility enhancements and test the hypothesis that embellished packaging would increase attention to the product when compared to the same product without enhancements.
Conducted 2013; Revised 2014
This white paper details the initial study on the effect of high-visibility enhancements on consumer purchasing behavior. The study showed clear advantages to foil stamping on packaging, in terms of attracting attention faster and retaining attention on packaging longer than identical packages without foil stamping. For this study, three separate packaged product categories were analyzed and tested through eye-tracking methods over a three-day period.
This second white paper examines an unknown brand of disposable single-serve coffee packaging that was created specifically for the study – Zapotec – and compares it to name brand packaging on a retail shelf. The Zapotec packaging was studied in three iterations, with both a control and an enhanced package: a printed Zapotec package with a printed red emblem; a printed package with a red foil stamped metallic emblem; and the same printed package with a gold foil stamped metallic emblem. Using eye-tracking devices that track actual pupil movement, the study analyzed how long it took the 180 participants to find a package on a shelf and how long the participants fixated on an item. The results showed foil stamped cartons attracted consumer attention and let shoppers to purchase the unknown coffee brand just as often as name brands Maxwell House and Green Mountain Coffee and more frequently than Eight O’Clock.