FDBusiness.com

The added colour depth and sense of movement that HoloSense can bring to product label designs will help to attract attention on crowded retail shelves, the Nottingham, UK-based company states.

Part of Payne’s Inform product range, the HoloSense technology is available in five distinct surface finishes – Diagonal Stripe, Raindrops, Kaleidoscope, Mini Lens and Checkerboard – and can be incorporated into existing labels or included as part of a new design.

Payne managing director Martin Dallas says: “A label’s key role is to inform, but this does not just mean practical information about a product.

“It is equally important that the label helps to create or reflect brand image, raise consumer expectations and encourage purchase.”

Payne adds that many customers are “asking more of their packaging”, including potential new ways to create value and meaning for the consumer.

“We believe a wider sensory experience is a key part in enhancing the overall consumer experience for brands,” he says.

HoloSense is said to be the first in “a number of initiatives” by Payne in the development of label print technology that stimulates senses such as sight, touch and smell.