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Celloglas set to ‘Wow’ packaging market

Celloglas is to launch a new selection of packaging solutions in the back of a recent micro-experiment in partnership with The Retail Institute.

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Shiny gold was the most popular choice, but matt black came in a close second with consumers

Last year, brands, agencies and print industry professionals put themselves in the shoes of consumers to consider the impact of packaging interior. Participants were challenged to see if the inside of packaging could be connected to product quality perception.

Three packages that looked identical on the outside but had different finishes on the inside were presented to delegates. Each pack had the same product inside but marked at different prices depending on the colour of the interior—shiny gold, matt black and plain. 

Celloglas and The Retail Institute found that consumers preferred the shiny gold pack as a gift item and perceived this to fit the needs of the luxury and gifting category, with this pack priced the highest. 

For 2018 we are to launch a new pack reflecting the 2018 Pantone spring colour for the year alongside our 2018 trend book colours

However, the matt black came in a close second, and Celloglas has opted to use this feedback to develop new versions of its Mirri Wow Packs for 2018. 

Mark Askham, brand development manager for Mirri at Celloglas, explains: “Building on the well performing luxury gold shiny finish, we have already rolled out rose gold and striking red interiors for the Mirri Wow Pack this year, used predominantly for e-commerce purposes. 

“For 2018 we are to launch a new pack reflecting the 2018 Pantone spring colour for the year alongside our 2018 trend book colours.

“As a further development on the back of our experiment findings we are also launching a new range of Mirri Wow Packs with some gorgeous matt finishes, using Mirri Silk. Using Mirri H Colours as a base, silks are created through the additional lamination of a matt OPP film that mutes the brightness and gives a silky, textured appearance to the finished sheet.”

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