In designing a good pack, one that flies off the shelf many factors must be considered, not least of which is what does the consumer want from the pack?

John D. Brown, Chairman of Light Impressions International says that many of the consumer wish-list requirements also benefit the owner of the brand as well as the retailer. Consumers want convenience, they want products with the minimal amount of packaging and they want packaging that is easily recyclable, important in countries such as the United Kingdom where local authorities are forcing households to focus on separating waste into different categories, and where there is a distinct possibility that in the future household waste will be weighed and charged for.

Consumers also want a wide range of choices; preferably products should be as far as possible preservative-free, and where possible packed in either gas/light impermeable or re-closable packaging to avoid spoilage Packaging that provides high barrier properties also of course benefits the retailer and brand owner by extending on display shelf life.

An important consideration, high on the agenda for every individual consumer as well as product owner and retailer is product and product packaging security. Consumers want, no they demand and expect, items that they purchase and consume to be fresh and unadulterated. They also expect the product that they purchase and the package used to contain it, whether it is a food or drink product or a non-food item such as DVD/CD’s, watches, automobile parts, medicines and health care products such as shampoo and deodorants to be genuine. No one wants a product that’s been tampered with, and few people would be willing to part good money for an item that turns out to be counterfeited.

Consumers want reassurance; they’d prefer a guarantee of quality and have a greater purchasing preference for products that provide a mark of genuineness. One such guarantee of genuineness, one that assures brand identity while combating problems such as product tampering
is the hologram. Holographic devices such as those produced by Light Impressions International Ltd, a founder member of the International Hologram Manufacturers Association can be designed to deter even the most determined counterfeiter. Greatly visually enhancing the appearance of the package and encouraging the pick up, examination and purchase of the item; holographic developments such as BrandMax® OVD offer overt/covert security elements, some of which are highly original and are only offered by Light Impressions.                                  

Light Impressions carefully crafted holograms integrated in with a package or label rapidly becomes accepted by consumers as part and parcel of the product/package brand design. They seek out the product with the hologram, automatically drawn to the brilliance and shimmering rainbow effects. Devices such as BrandMax® OVD, which offers a software driven artwork resolution exceeding 16,000.000 diffractive pixels per square inch provides exquisite detail, making the hologram and packaging worthy of a