Foil Decoration

August 2004

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Another desirable feature that hot foil stamping offers is the use of embossed stamping. This can provide "distinctive touch packaging designs with visually striking relief or embossed stamping through the use of CNC engraved dies," says McElree.

In addition to reducing costs for cylinders, hot stamping system suppliers are also addressing the speed limitations that, for the most part, have relegated hot stamping to an off-line process. "Modern hot stamping machines, using either platen or round cylinder technology, are now capable of delivering between 7,500 to 12,000 stampings per hour, depending on the type of machine used," says McElree. "This compares to under 5,000 stampings per hour just a few short years ago, therefore greatly reducing the cost of hot stamping due to the higher processing speeds."

Corbett points to a recent trend in foil decorating that may lead to more hot stamping being performed inline. "Chemistry advances in hot stamp foils allow for significantly higher run speeds, so now [hot] foil can be run in-line rather than as an off-line process." These advances are aligned with a trend that is seeing sheet-fed carton printing moving to web-fed printing, he observes.

Another trend in hot stamping is the use of overprinting of the foil. Corbett says this ability again comes from chemistry advances in the foil that allow the use of UV inks on top of the foil. Overprinting can provide additional brilliance that enhances graphic appeal.

Overprinting with opaque or even transparent color systems offers "intriguing possibilities" notes McElree. "These can offer the package designer numerous design options for both color and effect."

Cooling it down

Although cold foil printing does not meet some of fine detail definition that hot stamping offers, J. Michael Rivera, vice president of sales for AMAGIC Holographics, believes it offers many advantages for flexographic printers. These include: low initial investment; lower cost of photopolymer plates that apply a UV adhesive (as compared to a rotary hot stamp die); higher press speeds (up to 450 fpm); in-line process; and the ability to apply foils onto hard-to-hot-stamp substrates such as unsupported films, PET, and plastic bags.

Cold foil printing achieves its best results on film and non-absorbing paper substrates; it is not effectively used with porous substrates. However, Rivera reports that some AMAGIC customers have reported excellent results using the Raflatac Raflasilk semi-gloss PSA stock. "Others are able to attain good cold foil results using primers and sealers on top of semi-gloss paper stocks," he says.

Rivera believes that cold foil printing is now an accepted alternative to hot stamping. He sees it expanding from narrow-web flexo to other printing processes such as wide-web flexo, letterpress, web offset, and sheet-fed offset printing. As an example, he points to MAN Roland's new Prindor InLine cold foil equipment that was unveiled on the Roland 700 sheet-fed offset press at drupa.

For new trends in cold foil applications, Page notes that narrow-web flexo carton and label printers now have the ability to lay down a silver through-cure cold foil or silver holographic through-cure cold foil and then overprinting the foil in another station to achieve various metallic color effects. "This is a very cost-effective way for a customer to add value to their product," he says.

"Cost-effective" is the key selling point for cold foil printing. Because it eliminates expensive tooling costs, it "can be beneficial for short runs, lower quality labels, and proofing applications," says Corbett. However, because of some of the quality limitations when compared to hot stamped foils, he says that it is not typically suited for higher quality packaging and label work.

Metallic ink option

The use of metallic inks is an option that can provide a similar look on the store shelf, but to date, foil suppliers have not seen a significant impact.

"While metallic inks have improved over the years, they still cannot approach the brilliant 'eye catching' effects of hot or cold foil decorating," says McElree. "It has been shown through several independent studies that foil stamping has a tremendous impact on sales outcomes. From a marketing perspective, it plays a critical role in product recognition and you cannot get this effect from the use of metallic inks."

Hot or cold?

The right answer to this question depends on the application. Top quality, higher cost—use hot foil; good quality, lower cost—use cold foil. In either case, keep your eye on both, because hot foil costs are coming down and cold foil quality is going up.

By Tom Polishuk

Editor-In-Chief

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