By Erin Judge, managing editor, PostPress

Printers, converters and finishers, inherently appreciate and understand the value that embellishments add to any printed piece. While brands and print buyers also may recognize this value, convincing them that spending more will result in a higher ROI can prove to be a greater challenge.

“As packaging budgets come under greater scrutiny, embellishments are increasingly expected to contribute to sales, brand equity or operational performance,” commented Suzanna Lakatos, senior director, global dolls packaging design at Mattel, Inc. “Added cost is justified not by decoration alone, but by its contribution to brand differentiation, premium positioning, collectability and consumer engagement.”

To help quantify the impact of embellishments, the Foil & Specialty Effects Association (FSEA) commissioned The Impact of High-Visibility Enhancements on Shelf Presence, a study co-sponsored by Clemson University’s Sonoco Institute of Packaging Design and Graphics.

In the study, 180 participants were asked to wear Tobii glasses, which track pupil movements, and “shop” at the Sonoco Institute’s CUshop Consumer Behavior Lab. The shelves were stocked with a variety of well-known single-serve coffee name brands, as well as Zapotec, a fictional brand created for the study. While the name brands featured their standard packaging, two of the Zapotec package designs included high-visibility foil-stamped embellishments.

Upon conclusion, the study demonstrated clear advantages to foil stamping on packaging, including attracting attention faster and retaining attention for longer periods of time than packaging without foil. Additionally, it showed that in a highly competitive category, where consumer personal preference is a significant factor in the purchase decision-making process, the addition of a high-value enhancement to packaging increased the likelihood of purchase. In fact, the unknown brand, Zapotec, outperformed national brands with name recognition.

The coffee packaging samples containing high-visibility enhancements achieved a Total Fixation Duration (TFD) that was longer than 50% of the name brand placeholders on the shelf. (TFD is the time, in seconds, spent on average by participants fixating on the item.) Additionally, more than 46% of the study participants said they perceived packages with specialty printing to be of higher quality. (For more information on the study, please visit www.fsea.com.)

“Consumers often associate premium finishes with higher product quality, allowing brands to command higher prices and reinforcing the perception that the product is worth the investment,” said Lakatos, who works with iconic brands like Barbie and American Girl.

This perception that embellishments convey higher quality and help products stand out on increasingly crowded shelves, combined with advances in digital embellishment technologies and the rise of e-commerce and artificial intelligence driving demand for authentic brand experiences, has led more brands than ever to embrace embellishments as a key packaging strategy.

Lakatos noted that when used intentionally to reinforce a brand’s image, embellishments can build trust, deepen emotional connection and foster long-term brand loyalty. “Through visual design, texture, craftsmanship and attention to detail, packaging can evoke excitement, pride of ownership and an emotional connection that extends well beyond the product itself,” she said.

How Embellishments Impact the Brand Story

The type of embellishment selected and its strategic placement on the package have significant impact on how brands communicate their desired message and reinforce their positioning.

According to Lindsey Frimming, chief design innovation at Cog, LLC, “The most effective embellishment strategies consider not only what the consumer will see first, but also how they will interact with the package throughout the entire product experience, sparking moments of usefulness and delight the whole way.”

Frimming, whose Cincinnati-based company specializes in design-to-print development for the entire brand packaging supply chain, added that determining where embellishments deliver the greatest value depends on factors like whether the product is housed within a secondary carton/package or whether the embellishments are solely intended to enhance visual appeal or can also improve functionality. “Embellishments like tactile varnishes can improve a consumer’s grip on a bath product, provide directional cues or even guide proper usage and improve accessibility through touch,” she said.

In addition to where embellishments are placed, Lakatos commented that the type of embellishments used on a package deliver considerably different messages. Gold or metallic foil can elevate logos or key graphics, creating a sense of luxury. Spot UV varnish adds contrast and visual depth, drawing attention to important design elements while enhancing perceived value. Embossing and debossing introduce tactile texture that conveys craftsmanship and premium quality, while soft-touch coatings create a rich, velvety feel that makes the package more memorable to handle.

“Beyond aesthetics, these finishes help products stand out in crowded retail environments, strengthen brand recognition and make the packaging part of the overall product experience,” Lakatos said. “As consumers increasingly prioritize authenticity and brand integrity, these design details take on greater significance.”

The Impact of e-commerce and New Technologies

According to Forbes, by 2027, 23% of retail purchases are expected to take place online. As consumer buying habits shift away from physical store shelves, packaging has evolved from simply attracting attention at retail to playing an even greater role in the overall brand experience.

“Online purchases require a lot of uphill work to be successful,” commented Frimming. “They have to justify the customer’s choice to pass over the immediate gratification of an in-store experience, pay extra for shipping and oftentimes, exercise blind faith in a brand. Foils and embellishments allow the brand to curate the unboxing experience beautifully. They do more than validate the consumer’s choice to buy online; they also become an important reason for the consumer to purchase again and tell their friends to buy, too.”

Lakatos added, “While the purchase decision may happen online, the package is the first tangible interaction someone has with the product. It immediately sets expectations for the quality of both the item and the brand behind it. Whether it’s a trusted favorite or a brand being experienced for the first time, thoughtfully applied embellishments, premium materials and intentional structural design transform a simple delivery into a memorable brand experience.”

In fact, e-commerce is only contributing to the increased use of embellishments within brand packaging. “Embellishments create a unique opportunity to make the moment of arrival feel more special and intentional,” said Frimming.

“Great packaging doesn’t end when the product arrives – it begins there,” commented Lakatos. “Thoughtful embellishments help turn a routine delivery into a meaningful brand interaction that consumers remember, share and want to experience again. Those moments often inspire consumers to share their experience on social media, amplifying brand awareness and reinforcing loyalty.”

As consumer trends shift and advances in printing and embellishment technologies continue to accelerate, premium finishes, foils and specialty effects are becoming more accessible than ever. Brands can now achieve high-impact packaging more cost-effectively and with faster turnaround times, making embellishments a practical option for a wider range of products and applications.

“More options in digital printing, digital embellishment and finishing technologies enable brands to immerse themselves in the creative possibilities, unlocking new opportunities for personalization and consumer engagement,” commented Frimming.

“While embellishments historically were reserved for products where the added cost could be justified by a higher retail price or perceived value, the landscape is evolving,” Lakatos added. “Today, brands are finding increasingly creative ways to surprise and delight consumers across a much broader range of products – even at more accessible price points.”

Other technological advancements – like artificial intelligence – also have added to brands’ desire for embellished packages. “As AI-generated content continues to spark controversy, trends in personalized, limited edition and collectable packaging are at an all-time high,” said Frimming. “Consumers have a renewed appreciation for authenticity, and embellishments give consumers something real they can hold in their hands.”

A Bright Future

The future for embellishments looks promising even as consumers continue to expect environmentally responsible packaging. While the sustainability of embellished packaging has historically been questioned, studies by FSEA and other print industry allies have helped increase transparency around the environmental impact of embellishment technologies. As a result, brands are better equipped to incorporate premium finishes in ways that align with their sustainability goals – pushing the boundaries in what’s next in eco-conscious embellishments.

“The next generation of packaging is likely to emphasize premium experiences through thoughtful structural design, tactile finishes and high-quality graphics while minimizing material use and environmental impact,” concluded Lakatos. “The brands that are likely to stand out over the next several years will be those that successfully balance environmental performance, operational efficiency, consumer experience and strong visual identity.”

Frimming added, “The next chapter of packaging innovation is a highly customized experience that can quickly adapt to shifting consumer expectations while creating deeper, more meaningful connections between brands and the people who love them.”