In recent years, the demand for increasingly personalised and unique products has grown in many industries. As a result, the demand for customisation of packaging has increased too, and is estimated to grow by 7.7% every year until at least 2030.
Why has packaging taken on such an important role? Well-designed packaging is a functional protection to preserve products and, at the same time, represents one of the most effective tools to tell a captivating story, be chosen by customers and differentiate your brand on the market. When the packaging is able to communicate emotion and with its design, it is also able to build a positive brand image and encourages repeated purchases.
That’s why, for the cosmetics, personal care and luxury goods sectors, customised packaging becomes the first point of contact with customers, making every detail fundamental.
Industries where customisation is most in demand
Customising packaging is a strategy that finds application in different sectors to give voice to the brand through a sensory experience that is as memorable as possible.
For example, when we enter a room, perfume diffusers with their essences and their refined packaging are so inebriating that we want them to pervade our home too. Let’s also think of a perfume bottle, with details that enhance its elegance and uniqueness, or the practical and colorful containers of our favorite make-up and skin care brand: everything in these packages speaks to us and gives us very specific feelings about the product and the company that produces it. Even in their travel size formats, these packages could become iconic.
In addition to the beauty sector, bottles and containers for the pharmaceutical sector, if designed to be compliant and safe with a functional design, can also communicate reliability and pleasantness.
These are just a few examples of sectors that, thanks to the variety of sizes and materials available, enhance products through innovative surface treatment and decoration techniques.
Surface treatments
Surface treatments are essential to improve the aesthetic appearance and performance of packaging. Let’s see some of the most used techniques and the process for optimal results:
Painting on glass
Painting consists of applying a paint to the surface of the glass container. Each piece to be painted is placed upside down in its position (equipment). Each position is fixed in a workpiece carrier which, together with the other workpiece carriers, forms a chain that moves at a constant speed and always in the same direction. After an initial mechanical cleaning with a brush, blowing or deionization, in which the container rotates on itself, the piece passes through the flaming station which further cleans the surface of the container to optimize the adhesion of the paint. The piece then arrives in the first spray booth where several guns evenly apply liquid paint to the container as it continues to rotate. The pieces enter the flash-off oven which allows the paint to spread, the solvent evaporates, and the paint begins to reticulate, meaning that the paint starts to harden.
If a second coat is required for aesthetic reasons (colour, finish, desired effect) or functional reasons (greater thickness, absolute opacity, safety treatment to prevent breakage), the pieces pass through a second spray booth and a second flash-off oven.
The crucial stage is the last one, that of the cooking oven, usually with hot air blown or infrared rays. Here the temperature (between 180°C and 220°C) allows the paint to reticulate completely. In some cases, UV lamps are used, but they require special paints. The glass comes out of the furnace and is subjected to quality controls.
Thermal and UV metallization
Metallization can be performed with a traditional thermal process or by UV curing. In both cases, after preparing the piece, a primer is applied, followed by the sublimation of the vacuum aluminium that is deposited on the primer and then the application of the finishing paint.
This treatment is perfect for creating a premium effect and capturing attention. Metallization can be combined with other decorative techniques for even more unique results.
Thermal metallization
The containers are arranged manually on special frames, then mounted on trolleys that allow the frames (maximum 6 at a time) to be transferred from one machine to another. The frames are stored in the vacuum ion discharge cabin inside which an electric current increases the permeability of the surface of the pieces for the subsequent steps. Then we move on to blowing with compressed air which eliminates residual dust and impurities and then to the application of the primer (pre-metallization painting). A special machine allows the paint to spread evenly on the surface of the piece thanks to a double axial and vertical rotation movement. Subsequently, the pieces are subjected to thermal treatment and once the primer is also solidified, the frames are loaded into the metallization booth where the vacuum metallization cycle takes place. At the end of the cycle, the topcoat (post-metallization painting) is applied, which, according to the requests, can be transparent (silver color) or colored (e.g. yellow for gold) and determines the glossy or matt appearance. The thermal care of the topcoat is the last step before the cycle ends and the pieces are exposed to the open air and the next quality control is carried out.
UV metallization
UV metallization is an advanced process for the deposition of metal layers on plastic surfaces, ensuring high-quality and resistant aesthetic finishes. Unlike thermal metallization, it uses UV-curing technology that reduces processing time and improves production efficiency.
The process begins with the loading of the pieces onto hangers, supports that ensure stability and precision along the painting line. This is followed by flaming, which eliminates impurities and optimizes the adhesion of the paints. A primer, solvent-based or UV-based, is then applied, which after flash-off and UV curing creates an ideal base for metallization.
The parts are then transferred to the vacuum metallization chamber, where a metal layer, usually aluminium, is deposited via thermal evaporation or sputtering. This is followed by the application of the protective transparent or colored topcoat to increase its chemical and mechanical resistance. After a further phase of flash-off and UV curing, the pieces are subjected to quality control to verify uniformity, adhesion and absence of flaws.
Thanks to UV curing, the process ensures reduced times, high efficiency and a lower environmental impact compared to traditional methods, offering excellent aesthetic and functional results.
Glass satin finishing
The satin finish gives a matte and velvety effect to the surface, making the product elegant and refined. The basic principle is that the glasses, placed on a conveyor belt, are:
- immersed in hydrofluoric acid baths
- immersed in a water bath
- thoroughly rinsed
- left to dry before canning
This treatment is particularly suitable for glass, such as in perfume bottles, and goes perfectly with decorations such as screen printing or hot stamping.
Packaging decoration techniques
Decorations represent the spearhead of the brand identity because they can transform a standard container into a distinctive and recognizable element. Among the main techniques we find:
Screen printing
One of the most popular techniques, which allows you to apply intense and resistant colours directly on the surface of the packaging. It is particularly suitable for glass and plastic bottles, with the option of using UV inks for quick drying. It can be manual or mechanical.
The decoration is prepared, is the graphic file received by the customer in digital format: each colour of the graphic is treated independently in a separate step. A film is then developed for each layer of colour that passes through a device individually and comes out transparent, except for the graphic elements of the decoration which remain in black.
In the meantime, the frame on which a jelly is spread is prepared. The films are placed on the frame one at a time and are subjected to UV rays: the gelatinous emulsion hardens and makes the canvas waterproof, except in the black areas of the film, those of the decoration, which instead block the rays.
Once the film has been removed from the frame, it is rinsed in order to reveal the areas where the emulsion has not hardened, and the decoration is gradually revealed. Once dried, the frame is ready: the ink will pass into the still open areas of the canvas – those where the emulsion has not hardened. The step is repeated for each colour, until the decoration is completed and the graphic file provided by the customer is reassembled.
Pad printing
This technique allows you to decorate uneven or curved surfaces, such as caps and accessories. Pad printing uses an airtight inkwell that evenly distributes the ink over the plate (one plate for each colour), a silicone pad to transfer the design from the plate to the object, and a workpiece holder that varies by item. It is a decoration line that guarantees precise decoration even on difficult surfaces.
Hot stamping
Hot stamping uses heat and pressure to transfer a decorative film onto glass or plastic packaging. This technique is ideal for adding metallic details, such as logos or writing, making the product more refined and precious.
The benefits of packaging customisation
High-quality, well-finished and personalised packaging is one of the factors most appreciated by buyers. One of the main advantages of custom packaging is the ability to turn occasional shoppers into true brand ambassadors. According to a recent study, 61% of people are willing to repurchase the product if it is contained or delivered in a premium package. In addition, 40% of them are inclined to share images and videos of the products received on social profiles, especially when the packaging is branded.
Investing in the decoration and customisation of packaging means attributing clearly recognizable characteristics to one’s products, giving essential information on the brand’s values through shapes, colours, materials and printing choices. The main advantages can be summarized in these four points:
Loyalty: an attractive design fosters a memorable experience that creates an important emotional connection, encouraging loyalty.
Differentiation: in a competitive market, unique packaging consistent with the brand identity helps to tell the story of the product, thus standing out and enriching the brand value system.
Product enhancement: packaging designed with professional techniques is the best business card for a company and can elevate the perception of the value of the product.
Sustainability: the use of materials with reduced environmental impact responds to the needs of the environment and consumer demands. More and more people prefer sustainable packaging and appreciate the reduced use of plastic in favour of high-performance solutions.
Ideas for customizing your brand’s packaging
Here are some practical strategies to make your product packaging truly unique:
Enhance your brand colours
Using a colour palette consistent with the brand’s visual identity helps to create immediate recognition. Combining bright colours with techniques such as screen printing or hot stamping can amplify the visual impact.
Take advantage of tactile details with relief and texture
Adding tactile elements such as reliefs, embossing, or textures can enhance the customer’s sensory experience and convey a feeling of quality.
Customise with unique engravings and details
Including engravings or personalised details, such as names or dedications, is an original way to create tailor-made and engaging packaging.
Create a coordinated set of items
Designing coordinated packaging for several products in the same line strengthens the brand image and creates a “collection” effect, much appreciated by consumers.
Use materials with reduced environmental impact
Sustainability is a key element in the choice of packaging. Opting for materials with a low environmental impact, which have an entirely ecological life cycle, can attract an increasingly environmentally conscious public.
Eurovetrocap for the customisation of your products
With more than 30 years of experience, our company stands out for its ability to offer high-quality custom packaging, combining innovative design and advanced technologies. Thanks to the internal laboratory dedicated to eco-design, we offer sustainable solutions that respect the environment without ever compromising aesthetics.
We offer:
- wide range of materials and treatments: glass, plastic, aluminium and wood with exclusive finishes;
- comprehensive customisation services: screen printing, hot stamping, engraving and much more;
- innovation and sustainability: solutions designed to meet sustainability criteria and meet customer needs.
Choosing our packaging means not only enhancing your product but also communicating your commitment to quality and sustainability. Contact us to turn your ideas into reality.
