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The appeal of silver – standing out on the shelf

Silver Group
There is lots of evidence that silver and metallics achieve more on the shelf – and Avery Dennison has a wide range of metallic ‘looks’.

It’s hard to exaggerate the importance of the retail shelf – around three quarters of purchase decisions happen there. The average duration of a supermarket visit lasts only 20 minutes, highlighting the critical importance of shelf appeal. Colour has a particular role, because it engages consumers’ emotions, and hard evidence supports that silver and metallics are no exception. TechNavio VP Faisal Ghaus has said that shelf appeal and visibility is now the most important strategy for manufacturers in a crowded market. 

The biggest ‘wow’ in packaging often comes from visual or tactile effects – for example, brand owner demand for silver laminates has grown by 24% in two years according to Achilles Group*, one of Germany's top finishing companies. 

Few materials can compete with silvers or metallics for sheer shelf presence. Such labels trigger a sense of premium quality – an expectation of luxury. A neuroscience evaluation commissioned by AR Metallizing showed a ‘lift’ in brain activity when looking at metallic labels, and also showed that pictures and branding were especially effective on metallic surfaces. Nielsen NeuroFocus testing has confirmed increased memory affiliation in consumers for metallics (versus white paper). Brands that include some of the world’s biggest condiments producers have taken note and are moving to metallic.

Avery Dennison offers a range of different metallic ‘looks’, including premium mirror effect films and matt-finish metallised paper. Exceptionally bright and glossy polypropylene films are ideal for rigid packaging and bottles, enabling high-speed dispensing thanks to ClearCut™ adhesive technology. There are laminated foils for excellent embossing, and the important role that paper materials can play is also recognised, with inclusion in the range of a bright metallised paper in gold.

Download the Silver Solutions product overview for more information on Avery Dennison's extensive range, or ask your usual representative for samples.

* Special Report: Presentation Packaging, June 2014