Metallized paper: How is it produced and how it can be use?

A metallized paper is a product that is coated with a layer of aluminium with a matte or gloss finish which offers decorative and protective properties to the product.

Two different systems can be used to create metallized paper:

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Lamination

This process involves a gluing process on the paper, normally a non-coated one, to a sheet of aluminiun with a thickness between 9 and 12 micron. This system is used increasingly less owing to the high consumption of aluminium.

Vacuum metallization

This system, which we are going to look at in depth, is the most used and it consists of  heating aluminium or another material in a vacuum chamber, vaporizing or sublimating it, and depositing a thin layer on the surface of the a coated substrate. In this case, the main advantage is that 300 times less aluminium is used than in the previous case.

In both cases this type of substrate offers a solution to achieve the distinctive, metallic finish on packaging with only a fraction of the aluminium content of traditional foils. Let's see some more details about the vacuum production process.

What is a vacuum production method and what does it consist? 

As mentioned before the best way to produced a metallized paper it's through a vacuum metallization.
The process of producing the metallized paper by the direct high vacuum method consists of three independent processes, which are the following:

Varnishing

A thin layer of varnish is applied to the coated substrate in order to prepare the surface for subsequent metallization. The paper is pre-coated with lacquers that are applied to smooth out the surface of the paper to act as a barrier between the paper and the metallized layer and to improve the adhesion of the vaporized metal. The varnish is applied in the varnisher through a process similar to gravure printing. Once the varnish has been applied, the paper passes through the hot air drying unitin order to remove the solvents of the varnish and therefore dry the paper until it has a moisture level of between 2 and 3%. Next, and within the same varnisher, the paper passes through a set of refrigerated rollers which prevent the paper from sticking in the winder.

Metallization

This phase is probably the most critical point during the production process. Once the reeks of paper have undergone the varnishing process they are sent to the metallization area, where they are introduced one by one in order for the layer of aluminium to be applied to the paper. The pre-coated paper is then metallized directly. The varnished paper is placed in a "metallization chamber" where the layer of aluminium is applied through a vaporizing or sublimating process. 

Lacquering

All metallized papers are then top coated and re-moisturized as a final process. Once the reel is placed in the lacquering machine, the metallized paper passes through corona treating that facilitates the anchorage of the lacquer on the aluminium. This corona treating acts by increasing the surface tension of the metallized surface. Once the corona process has taken place the lacquer is applied using a system of gravure, as in the varnisher, and is subsequently dried using hot air tunnels.

When the product is coloured, it is the lacquer itself that is coloured with the final colour of the product. The classic colour is gold, but from a technical point of view other colorants could be used if this were necessary. Once dry, the metallized paper passes through cooling rollers, and the water and the dorsal treatment are subsequently applied. This is to ensure that the paper has the final moisture necessary for the finished product and to maintain flatness when it is transformed into sheets or labels.

The coating protects the aluminium from damage and serves as a print receptive primer for multiple printing applications. A thin layer of lacquer is applied to give the final characteristics of the paper such as printing features, colour such as for gold susbtrates or matte / gloss finishings. 

A company differentiates their product or service from their competitors through their identity and their brand storytelling. Standing out from the crowd requires all touch points the consumer has with your brand to be special and memorable so they choose you over someone doing something similar. This extends to packaging which represents a unique opportunity to create a positive and memorable experience.

We&#;ve collated 5 reasons we think packaging is as important as your product and why you should be mindful with what you&#;re exposing your brand to.

Your carefully crafted brand identity and values will be the result of hours you&#;ve spent in workshops and thinking to determine wat your brand values are. You&#;ve briefed agencies to design your website and stationery, but have you considered all of your packaging to be consistent too?

Contact us to discuss your requirements of Metalized Paper. Our experienced sales team can help you identify the options that best suit your needs.

Packaging helps reinforce your brand identity by continuing your brand story. By staying consistent to other channels of communication and visual prompts, customised packaging can lead your consumer to further believing in the brand values. Those values could be super-luxe or that caring for the environment is your mission or it could be outdoorsy, braves the elements and practical.

An example of customised luxury packaging is a jewellery brand might choose small velvet drawstring bags for jewellery to be transported in but also for the consumer to store the product in once it has been purchased. Another option could be branded boxes with a presentation filler to display the item. It might then be packaged in an outer bag and branded shipping bag.

In the absence of many retailers being open during , we&#;ve seen an uplift in the number of ecommerce businesses requiring extra touch points for consumers to really get a feel for their product and have stand-out from competitors. It&#;s essential that each touch point a consumer has with the product is indicative of the brand values and continues to educate the consumer around the brand story and to encourage repeat purchases through great experience. If your product arrives damaged in shoddy packaging, then your customer experience is beginning negatively. Not to mention it affecting your bottom line both positively (encouraging repeat purchases) and negatively which involves the cost of replacing items and the time involved.

Opening a parcel or unboxing a delivery is an assault on the senses and still sends adults into a child-like sense of anticipation, thrill or exhilaration according to this Google article. It&#;s also a great social media tool that is accessible to all brands.

Doing a quick search on YouTube will illustrate this unboxing phenomenon that leads to 132,000 results. Take a look on Instagram #unboxing offers up 1.8M posts of people opening up products. From shoes to toys, hampers to jewellery.

Chanel (See Mrs_Lindh) 16.1k followers and 4k views on opening a Chanel box which is beautifully branded, customised ribbon for great presentation. Once the box is open, tissue paper surrounds the product inside, which also includes a branded bag to keep the shoes in when not in use.

YouTube  / Instagram &#;unboxing a product&#; figures found that only 11 percent of customers are completely satisfied with packaging today. Their top concerns include packaging that is hard to open, excessive packaging, damaged packaging, non-recyclable packaging and ugly packaging.

No one wants to be part of that or to have their brand associated with the damage caused by thoughtless packaging. If you can ensure your customised packaging is recyclable or reusable, then you&#;re ticking boxes that should be an essential part of your company credentials.

The impact of plastic on our environment is no longer up for debate. Surfers Against Sewage claim that about 51 trillion microscopic pieces of plastic ends up in our oceans, not to mention the 6.3 billion tonnes of plastic waste generated as of of which 79% accumulated in landfills. *

Recyclable branded packaging is another branded touch point opportunity but also a space for your customer to see that your products have been packaged responsibly. A compostable individual bag that perhaps previously might have been plastic, can be upgraded to a bag that can be used in a compost caddy and broken down with food waste and not impact the environment negatively.

Ideas for environmentally friendly packaging

Reusable packaging can include printed drawstring bags to ship your product in but also protect when the product is not in use once it&#;s been bought by your customer. Brands that choose this option include Hill & Friends and Veuve Clicquot. A branded dust bag with customised draw cords is a great way to protect the contents as well as provide an ongoing reusable packaging solution.

Another benefit of reusable packaging can be for returning unsuitable items. If the bag or customised box that the customer receives their order in can be use to return unsuitable items then this is a great benefit for your brand.

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